Tocquigny

Every company is thinking about mobile marketing (and for good reason). Mobile devices are expected to overtake the computer by 2013 as the most common way to access the web according to a recent research study by Interpublic’s Initiative.

Consider these 5 tips before embarking on your mobile marketing journey. And if you’ve already begun, hopefully these are more reminders than “secrets”:

(1) Mobile marketing is much more than just apps. Consider mobile devices as fully functional media platforms, just as the PC has been over the last two decades. Think about all the possibilities that the mobile platform provides:

• Mobile web optimization – How does your website look? How does your website look on a Blackberry Pearl? A Motorola Droid? What content are you offering these time-sensitive and location-sensitive users?
• SMS/MMS Marketing – What other form of communication has the ability to reach 95%+ of consumers?
• Native applications – iPhone Apps of course, but it’s also important to remember that almost every phone and OS manufacturer offers an application store.
• Mobile advertising – Generate brand awareness, leads, and sales for your business through mobile ad placements.

(2) Not everyone has an iPhone. It’s important to know exactly what devices your customers are using. Most web analytics tools can provide this information, but customer surveys or focus groups might help fill in the picture.

(3) Mobile users want different content than those on their computer. When was the last time you accessed a company’s investor relations’ information on your mobile phone?

(4) Mobile use often incorporates a location-based element. Do you have multiple store locations or offer location-dependent content on your site? Make sure access and navigation to this information is simple and intuitive for mobile users.

(5) All cell phones are mobile devices, but not all mobile devices are cell phones. With the success of the iPad and the emergence of similar portable tablets and touch screens, it’s important to include these devices in the targeting mix, if your audience are users.

Right now is the time to begin developing your mobile marketing plan. Hopefully these secrets make the process a little less daunting. Have any other mobile marketing tips to share? Let us know in the comments.