Is Your Mobile Marketing a One-Trick PonyYes­ter­day, I was going through my CD col­lec­tion (which I haven’t even glanced at in five years) and came across a cou­ple albums that made me shake my head. You know the ones—one hit won­der albums picked up from a bar­gain bin ten years ago as the music indus­try began its long decline.

See­ing the out­dated discs caused me to reflect on how the shift to dig­i­tal left the music indus­try in the dust just like a band with only one good song. Now a new rev­o­lu­tion is under­way as users stam­pede to mobile chan­nels; but many busi­nesses are still per­form­ing the same old trick. In fact, some com­pa­nies are doing nothing—I did a quick analy­sis of Alexa’s top 20 US web­sites and 30% don’t even have a dis­cov­er­able mobile-optimized site.

Stay­ing relevant

A sin­gle mobile chan­nel or none at all won’t be enough to stay rel­e­vant as users evolve their usage of dig­i­tal media and com­mu­ni­ca­tion to encom­pass mobile devices. Is your busi­ness lever­ag­ing a vari­ety of com­pelling mobile offer­ings appro­pri­ate to your users? If not, the chart below pro­vides an overview of mobile chan­nels you should con­sider includ­ing in your mar­ket­ing mix.

Click on the image below to down­load the file, or find it on SlideShare.

Evolving Mobile Channels

More than one trick
As you care­fully con­sider expand­ing your mobile efforts, here are some points to ponder:

–Test mul­ti­ple chan­nels and then com­pare vis­i­tor acqui­si­tion and con­ver­sion suc­cess rates to iden­tify the best mobile touch points. The “hottest” mobile chan­nels aren’t nec­es­sar­ily the right ones for your business.

–Ana­lyze usage data to deter­mine whether a given mobile out­let should be uti­lized for vis­i­tor acqui­si­tion, vis­i­tor con­ver­sion, or both and then cor­rectly posi­tion calls to action. For some busi­ness mod­els, mobile web­sites or apps may be lousy at con­vert­ing users into cus­tomers but may func­tion great for acquir­ing new prospects or retain­ing customers.

–Iden­tify gaps in your mobile mar­ket­ing mix. Com­pa­nies often pur­sue one or two mobile ini­tia­tives at the expense of more effec­tive chan­nels OR neglect either the vis­i­tor acqui­si­tion or vis­i­tor con­ver­sion por­tion of the mar­ket­ing mix.

As always, I’d love to hear about what’s work­ing for your busi­ness. What mobile chan­nels are most effec­tive? Are you using approaches not included in the chart above? Feel free to add a com­ment or send me an email.

John Nikhil
John Nikhil

Hi Ed, Very interesting articles. We at Netcore are betting big on mobile as a medium of marketing and have built products than can enable SMS marketing campaigns. In emerging countries the business dynamics are different and were exploring the business opportunity of building mobile middleware applications suited for corporates. You have to check our website and I would love the opportunity to discuss a possible business partnership. Thank you. -John

Integrati Marketing Consulting
Integrati Marketing Consulting

Hi Ed, Thank you for your insightful article and even better the 'preso' on SlideShare. I would have to say that with the majority of sites we develop are built with WordPress which has a mobile version 'built-in. It never ceases to amaze me how large corporates miss such an important channel as Mobile. Pretty interesting to think that the majority of WordPress sites are mobile browser ready! We will definitely be taking your article into our marketing practice, thank you! Cheers, Integrati Marketing Consultant. :)

Ed Hewett
Ed Hewett

I absolutely agree! Given the upside for providing mobile-optimized experiences as noted in the two blog posts linked at the bottom of this note, businesses that don't provide a mobile optimized version of their site are missing a big opportunity. Do Mobile-optimized Experiences Improve Engagement iPad Users Twice as Engaged on Desktop Websites