Cover Story: How Mobile Is Your Marketing?
While apps offer functional advantages, it's essential companies create them as part of an integrated mobile strategy. "Way too many brands have blown $20,000 to $50,000-plus on iPhone or Droid apps that don't yield meaningful engagement or achieve any business result," Morrow says. "Develop a mobile strategy and road map first. Then—and only then—select the mobile tools and technologies needed to achieve your business objectives."
5. What mobile devices do most American
Answer: a. Feature phones
If you're not familiar with the term "feature phone," it refers to regular cell phones that only have "features"—like a camera, a mostly text-based Web browser, etc. In other words, while apps and the mobile Web are hot topics, they only reach the third of the market who have adopted smartphones. For everyone else, their mobile phones are still best used for texting and actually making phone calls.
"While it might seem like everyone has an iPhone or Android these days, the truth is that the vast majority of US consumers still have feature phones," says Harber. "In order to best engage with smartphone and feature phone users, it's important to give consumers a choice and offer a number of different means of interaction."
"The pillars to a successful mobile program," according to Ricci, "begin with SMS. It's not only a ubiquitous means to reach 99 percent of the wireless universe, but also a means of facilitating discovery, driving acquisition and creating a permission-based relationship with the consumer. The second pillar is the mobile Web, because it addresses roughly a third of the wireless universe—and the key here is to have a mobile-optimized site that is focused on the unique browsing behavior of the mobile consumer. And finally, [the third pillar is] apps and other advanced mobile tactics that are appropriate for reaching very specific segments."