Strategies for Growing Your Mobile Marketing Program
There are a number of factors that, if addressed, can help brand marketers make informed investment decisions in the mobile space. What brands want or need are:
- comparable case studies and benchmark metrics from players within their respective market sector;
- research that provides directional evidence of brand marketing spend allocations across industries and media;
- efficiencies in mobile presence development and media buying/targeting across all media; and
- education on why and where spending can be effectively applied to meet specific objectives, how to execute programs that enhance engagement at every stage of the consideration funnel, and when programs should be developed and delivered — and in what sequence.
Research, education and experience sharing (i.e., case studies) are all factors that can be addressed in short order. Market players (e.g., brand marketers, agencies, media and advertising companies, and the myriad of mobile experience enablers) need to join forces with the common understanding that the world is mobile. A collective force — e.g., the global Mobile Marketing Association membership base in partnership with the Association of National Advertisers, the Direct Marketing Association and others — can create the momentum needed to address the above factors, as well as reduce industry friction and serve the consumers of today who clearly have the world in the palm of their hands. They just need guidance on how to embrace it. A great place to join forces is at trade events, within association committees, with our respective customers and communities, and, most importantly, within our own firms. To embrace tomorrow you must embrace mobile today. Life is mobile.