Why your business needs a mobile strategy

You already have a search marketing strategy and a social media strategy so is it really necessary to have a mobile marketing strategy for your business? Is mobile simply more hype by the marketing experts to make you part with your hard earned profits?

What is a mobile marketing strategy for?

Firstly mobile marketing is nothing new, it started over 5 years ago with SMS based solutions, smartphones have simply expanded the opportunities and the size of the marketplace. By 2020 it is predicted that there will be about 10bn mobile internet devices worldwide – 10 times the number of PCs currently in use!

If you have a smartphone then you’ll no doubt alreday be aware that many things you used to use a computer for are more conveniently achieved on your phone. Today’s smart phones enable people to do so much more than just keeping in touch with friends and searching for nearby products and services, they enable a social and personal experience for every activity we choose to engage in.

It should come as no surprise then that businesses that want to continue to engage with their customers and potential new customers will have to ensure that they have a comprehensive mobile marketing and engagement strategy.

Businesses will get left behind by mobile

Much like the internet, adoption of mobile is happening at a furious pace and most businesses existing online presence will be found woefully lacking in a mobile enabled world. Traffic to your website via a mobile device is likely to overtake desktop traffic by the end of next year, with 41% of the US population already with a smartphone.

As happened with the internet, businesses, including well known brands will get left behind by the speed of change. Almost everyone knows a book shop that has suffered at the hands of Amazon and developments in mobile will likely have a similar effect on some industries.

So where does a mobile marketing strategy begin?

As with any marketing, each and every business must consider it’s unique marketing approach, focused on it’s ideal customer and using the technology to help achieve it’s objectives. Think about how a mobile user could be enabled to do something that previously would not be possible on the move, benefitting them and your business.

Understanding what works and what doesn’t will be a critical part of any mobile marketing plan and measurement of the effectiveness of any trial is essential. Fortunately mobile, in common with it’s technology partner, the internet, has many tools to make possible. Potentially mobile will offer more insights into customer buying decisions than have been available even through the internet due to the relationship we each have with our phones.

Don’t believe me? If you have Google Analytics for your website, check the growth in mobile device use over the last 8 months. I echo the words of Google’s Eric Schmidt, “If you don’t have a mobile strategy, you don’t have a future strategy”.

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Andrew Rayner is the Director and Founder of online marketing consultancy E-mphasis. Andrew’s expertise lies within the technological side of marketing, through utilising computers and the Internet to create the best office and business environments. He works closely with Search Engine Optimisation (SEO), claiming that this is no ‘black art’ – it takes appropriate applied skill and knowledge. He is highly regarded as an expert in the field of natural SEO and is regularly invited to speak on the topic at conferences and events. Andrew and the team at E-mphasis have pioneered an innovative use of Google Maps and online business listings to create highly targeted Local Internet Marketing strategies. Local Internet Marketing is a hugely untapped area of marketing strategy and one which is now beginning to generate interest and excitement from major UK retail brands.