Principles For Mobile Marketing Success

Most marketers know that there are opportunities for them to engage consumers on mobile devices: consumers are increasingly buying smartphones, using them more frequently, and using them as a supplemental resource for content and communication. So it’s great to see that marketer spend in mobile is increasing. However, we find that most efforts still treat mobile as a translation of PC-based campaigns, or are otherwise experimental. And while it’s smart to start with those kinds of programs, we think it’s important that marketers begin to evolve their mobile marketing strategies so their programs can be as sophisticated as their customers.  

In our latest report, we’ve identified a few steps you can take to move your mobile marketing strategy forward:

1)    Know what phase of mobile marketing evolution you are in.To get where you’re going, you first have to know where you are. We’ve has outlined five phases of mobile marketing evolution and the accompanying approach, resources, goals, and tactics for each so that you can see which phase you are in today: Foundation, Experimentation, Device Strategy, Channel Strategy, and Comprehensive Strategy.

2)    Use the three pillars of mobile strategy to guide your marketing programs in each phase:

a.     Immediacy: Provide content that is timely and actionable in the moment.

b.     Simplicity: Provide programs elements that are easy to see and navigate on a mobile phone.

c.     Context: Send relevant messages based on time, location, and mobile behaviors.

3)    Work with the right partner to enhance your strategy. Mobile is still emerging as part of the interactive marketer’s toolbox and that means there’s still a lot of learning to be done. We suggest that marketers grow their internal expertise by partnering with one of two types of partners: 1) A digital agency that excels in mobile marketing and can help guide your thinking and integrate your mobile strategy with other efforts, or 2) a specialist that can help you with mobile-specific tactics, such as a 2D bar code or SMS campaign.

If you’re a Forrester client, you can see all the details in this report. In the meantime, I’d love to know what phase of mobile marketing your organization is in, and how quickly you think you’ll need to move to the next one to meet the needs of your customers.


Agreed that mobile marketing

Agreed that mobile marketing is an ongoing evolution. With regard to the three pillars, I would emphasize action along with immediacy. One of the advantages (and difficulties) of mobile is that it's so fast and easy for users to take action in response to an ad or marketing campaign. This makes it important for marketers to think very clearly about the target action and make it appealing to mobile users. If it's not clear what users are intended to do--when presented with a large, not-so-mobile-optimized website, for example--or if it's not easy for the user to do that--long, complicated form with more text entry than mobile should require--the opportunity to have them act is lost.

SnapHop provides tools to integrate offline and online engagement points, but we're finding so far that most companies are still in the experimentation phase and don't have a clear idea how to use mobile for best results.

Mobile Marketing

Great Post! For many mobile marketing is slowly rising to the top, as being the key source of marketing versus traditional black and white marketing. Many people have not yet picked up, that everywhere one goes their is a function for one's phone to see that marketing ad right from our phones.

Mobile Marketing

Having researched the future of mobile marketing, which is expected to double each year through 2016, I am excited to educate and position myself as the go-to mobile marketing specialist in my area. This post not only enhances my research on the subject, but also reinforces the need for specialists in this area as well as my decision to move forward in this direction.
Rick Clark

Mobile marketing has

Mobile marketing has definitely helped me in increasing my store sales. I have read alot about how mobile marketing is very helpful these days due to the increase in users who use mobile devices. For my mobile marketing strategy, I use the service of brick&mobile ( because they provide the different tools for mobile marketing, like SMS platform and at the same time mobile websites. Through these tools, I was able to get the attention of many customers and the comeback rate of my customers to my store generally increased. I'd definitely recommend business owners to get into mobile marketing and use brick&mobile as a mobile marketing provider.

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