It is estimated that by 2014 mobile internet users will outnumber those using desktops (Morgan Stanley 2010). Currently, there are more than one billion active smartphone users.  That means nearly one out of every six people in the world are able to browse the internet, and receive messages wherever they go. These are statistics that the marketing professional can not ignore.
The demand for mobile marketing is big, and getting bigger. If your company has yet to implement a mobile plan into its marketing strategy, you should get started.

To help you ease your way into it, there are a few steps you can take to ensure you’re ready and to get you heading in the right direction.

  1. Make sure your site is mobile friendly
  2. You may have an amazing website but that doesn’t guarantee that the user will have the same experience on a mobile device.  You need to make sure that your site content and design is specifically tailored for mobile devices.
  3. Define your target audience and goals
  4. Like other marketing campaigns, you need to know who you are targeting and desired outcomes (visits, conversions, etc.). This will make it much easier to choose what type of mobile campaign you want to run, the message you want to send, and how you will determine the campaign’s success.
  5. Run a test campaign

Once you have determined your audience and goals, you should start a short, simple test campaign to familiarize yourself with the medium and the process.
There are two types of campaigns you should consider starting off with. These are very simple to create and execute and you can easily measure their success.
Text back campaigns- are effective and as simple as they sound.  Your business sends a text and the recipient can either text you back or visit a link within the message. Benefits of text-back campaigns include:

  • Accessibility- The targeted audience will be able to receive the text message and take it with them wherever they go.
  • Read rate- 98% of mobile users open text ads and read them (Frost and Sullivan 2010). This is substantially more than the 11% read rate of email (MailerMailer 2011).
  • Mobile landing pages- are just like regular landing pages, only their content is tailored for mobile devices.  The content on your mobile landing page should contain clear, easy-to-read copy and a clear call to action.

Next Steps
So you tuned up your website for mobile. You’ve sent your first test campaign. Now what?
Collect the results, analyse and see what you can improve. It’s the never ending cycle of send > collect > analyze > improve. When should you stop improving? When your conversion rate is 100% (which has yet to happen in the industry).