How to set up a mobile marketing plan

Welcome to 2013, where customers determine the platforms and marketers are obligated to follow. With 87% of American adults being cell phone owners and 29% of Americans checking their phones as soon as they get up and right before bed, it is becoming clear to businesses that their audiences are going mobile. Thus, as the marvelous marketer you are, it is your job to get your company mobile and here’s how to do it:

Research your market

Take a look at your social media and website analytics. Who is accessing your content via mobile? How often? With what devices? Do a competitive analysis. Who in your industry is using mobile marketing and how are they employing it? What can you learn from their successes and mistakes? Not only will your boss want this information before giving the project the green light, but it is also vital to strategic planning.

Set goals

A successful campaign requires that all the marketing efforts are unified to meet common goals. Define one or two critical objectives to begin with and tweak them as your campaign evolves.

Craft your messaging

Messaging is important to every campaign, but mobile messaging offers unique challenges. Most importantly, your message needs to be short and sweet. Mobile users are on the go and don’t spend much time looking at any one message. Mobile marketing also has its own set of laws. Text messaging is strictly regulated, so make sure your message complies with the rules and regulations

Make your content mobile friendly

Decide whether you need a mobile site or a responsive one based on your research and goals.  If you choose a mobile site, determine what content you need to include on that site. If you go responsive, edit down all your website’s content. Don’t forget to think about social media, as well. Photos are mobile users’ favorite.

Watch your analytics

Keep track of your progress via analytics. Adjust your strategy if you see that some tactics are working better than others.

Be patient

While going viral would be great, it is not a common occurrence. People take time to adjust to change, thus most campaigns need time to grow. Don’t give up. If you consistently offer quality content on the platforms your target audience is on, your campaign will be a success; these things just need time.

Mobile marketing offers businesses so many benefits; take advantage of these benefits now and show your customers that you understand their needs and desires.