Overwhelmed by the Complexity of Mobile Marketing? Start Here

When talking to small business owners, I hear a lot of reasons as to why they haven’t added mobile to their marketing mix …

“I don’t have time to manage one more thing … ”

“I’m not sure where to start … ”

“I feel like my competition has already done that … ”

“I can’t keep up with how fast the technology is advancing … ”

“I can’t afford to use mobile for my small business … ”

These excuses illustrate why it’s important to educate folks on the benefits and use cases of mobile and to demystify how it all works in order to eliminate the fear and uncertainty that prevent businesses from moving forward with mobile.

As those businesses begin to understand that mobile is just a piece of the puzzle they become less confused and you hear more of …

“OK, well. There are so many options. So how can it work for MY business?”

Well, I can tell you that if you’re asking yourself that question, you’re already two steps ahead of most business owners.

And you know what? It’s OK to be confused. The truth is, it’s overwhelming.

Mobile websites, responsive design, SMS marketing, MMS marketing, mobile optimized email, QR Codes, location-based services, augmented reality, smarpthone apps, tablets, NFC, the mobile wallet, mobile commerce …

Holy smokes!

Warning: If you try to jump into all of these areas at once, you will most definitely fail.

If you break down your mobile strategy into smaller parts, integrating one aspect at a time, it will become less overwhelming and you’ll be in a position for a successful mobile program without disrupting the rest of your business.

Remember … mobile is just one part of your marketing strategy. Take it one step at a time:

1. Start by planning how it will play a part into your existing initiatives. Mobile is the most dependent marketing channel to-date. You can’t view it as a solo initiative.

Greg Hickman is a mobile marketing consultant, founder and host at MobileMixed.com, a mobile marketing talk show, resource and community where he's interviewed mobile marketers from brands such as CNN, JetBlue and HipCricket.
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