What Do You Know About Mobile Marketing?

What Do You Know About Mobile Marketing?

What do you know about mobile? Sure you have a smartphone, maybe you even have an iPad, but what do you really know about using those devices to market your products and services? A lot of mortgage executives that I come into contact with don’t know much about mobile marketing, but they are eager to learn.

So, let’s get started. As I was reading “The Mobile Marketing Playbook,” they had some good ideas. For example, the report said, “When planning a mobile marketing program, questions will arise as to which channels, tactics and vendors are most appropriate to incorporate. Marketers can embark on a mobile plan by answering four questions that lead to a much broader number of decisions involved in figuring out how to make the most out of mobile. These questions together comprise the Mobile Marketing Strategic Lens.” Here’s the question that this source thinks you should be asking as you embark on this new course to grow your business:

First, the research notes that you should ask yourself: What are your goals for mobile marketing? Are your goals centered more around branding or direct response marketing? Do you need massive reach for the mobile program to be effective? What does the end result look like if the mobile program is successful? What kind of commitment will you make upfront in terms of the staffing and budget allocated? Do you have the time to fully optimize the program? Are you seeking massive scale for impressions, clicks, engagement or app downloads within a brief campaign.

I would always suggest that you think anything through before starting. It’s important not to just jump in. You need to have a plan. The report suggests that answering these questions at the onset will help ensure mobile fulfills its potential as part of your marketing plan.

What else should you be asking? What about how is your audience using mobile? Beyond talking, what are consumers doing with their mobile devices? Which handsets and operating systems are they most likely to use? Are they likely to text, take pictures, search, play games, use social media, read news, look for local businesses, surf the web, download apps, scan barcodes or participate in other activities? With what other media, including traditional media, does your target audience engage? It’s critical to understand your audience and how they are utilizing mobile when creating your plan.

Now think about how you can relate mobile to your business. Ask yourself: How can you use your arsenal in mobile? What assets do you have that might make sense to incorporate? Do you have stores or other channel partners? Do you have apps or a mobile-friendly website? What other digital branded experiences do you have, perhaps across social networks? Mobile bridges digital and physical worlds, so consider tangible, real-world assets: products, ads, retail stores and live events.

As you begin to flesh out your approach, be careful though. Think: Does it follow mobile marketing best practices? Does the program adhere to how consumers are using mobile media? Does it use the functionality of mobile devices? Does the experience translate well both to the smaller screen size and then the broader real-world landscape where consumers use their mobile devices? What kind of value does it provide to the consumer – information on a new product or service, entertainment, or a discount on merchandise, among many other options?

I realize that all these questions may not be easy to answer, but there are experts out there that can help you navigate this new world of marketing. I encourage you to get started with your mobile marketing strategy. The time is right and the time to execute is now.