One of the key chal­lenges and ques­tions asked by mar­keters is, “Where do I find money for mobile marketing?”

In order to keep up with the fast-moving mobile land­scape, remem­ber what I stated in a pre­vi­ous blog: We’re going to leave the own­er­ship debate behind (“Who Owns Mobile – IT or Mar­ket­ing or Both?”). In today’s blog, we will look at some sim­ple strate­gies for mak­ing a case for mobile invest­ments (if you haven’t already).

Strat­egy 1 | Use Met­rics and Best Prac­tices to Move Money into Mobile

One of the com­mon argu­ments peo­ple make is that the impact of mobile, like social media, can­not be mea­sured or tracked. In my opin­ion, this argu­ment is false and here’s why: There are many best prac­tices from real-world orga­ni­za­tions with the data to sup­port the value of their mobile invest­ments. You may require tools that will help your orga­ni­za­tion man­age Big Data and mea­sure the impact of your mobile strate­gies. At the Adobe Sum­mit 2013, com­pa­nies like Gan­nett, Move Inc., and Cars​.com talked about how they mea­sure mobile Web and mobile app expe­ri­ences in con­text with their stan­dard web­site to under­stand both user engage­ment and con­ver­sion across emerg­ing and exist­ing channels.

Wal­mart, one of the top retail­ers to set up a Mobile Cen­ter of Excel­lence con­tin­ues to lead the way in inno­v­a­tive mobile prac­tices that are increas­ing rev­enue and cus­tomer loy­alty. Wendy Bergh, senior direc­tor of mobile and dig­i­tal strat­egy at Wal­mart, recently com­mented about mobile’s unique posi­tion to bridge online and offline sales: “We thought about how con­sumers use mobile—they are bring­ing them to the stores, they are check­ing prices, they are look­ing at con­tent … So we revamped the (mobile) strat­egy … there is a lot of research out there as well that shows that the biggest oppor­tu­nity in mobile is mobile influ­ence to offline sales.” Based on that insight, Wal­mart decided to imple­ment mobile strate­gies that lever­aged mobile as a customer’s “in-store com­pan­ion.” Wal­mart built app func­tion­al­ity such as cre­at­ing shop­ping lists, scan­ning bar­codes, find­ing daily deals, and check­ing out quickly using one’s mobile device. Wal­mart is cap­i­tal­iz­ing on the fact that the eas­ier and more enjoy­able the cus­tomer expe­ri­ence, the more likely per­pet­u­ally con­nected con­sumers are to remain loyal to that par­tic­u­lar store.

Strat­egy 2 | Use Per­pet­u­ally Con­nected Con­sumers to Move Money into Mobile

Along with real-time exam­ples pro­vided by orga­ni­za­tions with emerg­ing and mature mobile strate­gies, we can­not ignore the pro­file of the per­pet­u­ally con­nected con­sumer. They use mobile apps and mobile Web more than any other demo­graphic. They are worth your organization’s invest­ment and attention.

For­rester ana­lyst Melissa Par­rish trum­pets a warn­ing call to be heeded by wise orga­ni­za­tions in the arti­cle, “This is What Good Looks Like.” Par­rish writes, “Make no mis­take: This is not a shift that will affect a sin­gle bud­get, process, or depart­ment in your com­pany. Fail­ure to adapt to these new mar­ket con­di­tions will result in a drop of prof­its at best and, at worst, will make your com­pany irrel­e­vant, erode your cus­tomer base, and ulti­mately force you to close your doors for good.” Par­rish pro­vides addi­tional rec­om­men­da­tions that require sig­nif­i­cant investment.

In light of Parrish’s warn­ing, how can you rethink what your orga­ni­za­tion is fore­cast­ing, mea­sur­ing, and bud­get­ing for in the next quarter?

Strat­egy 3 | Use Your CEO’s iPhone Fanati­cism to Move Money into Mobile

You would be sur­prised to find out that some orga­ni­za­tions that have launched mobile strate­gies began with a C-suite exec­u­tive sim­ply say­ing, “Do we have an app for my iPhone?” And the rest is his­tory. You could try to iden­tify a C-level smart­phone and tablet fanatic and attain their bless­ing. I don’t rec­om­mend this approach, but it is one way to find money for mobile when your orga­ni­za­tion is con­strained by other priorities.

Strat­egy 4 (Don’t Ignore This One) | Move Money from Exist­ing Programs

I am going to close this arti­cle with the one strat­egy you can­not afford to ignore: Take money from exist­ing pro­grams (i.e. search adver­tis­ing or the desk­top web­site) and redi­rect those funds into mobile. This is the cur­rent approach for com­pa­nies with emerg­ing, or less mature, mobile strate­gies. Expect to be greeted by resis­tance, but you can use this arti­cle and the research pro­vided here to build a solid case for this strategy.

I would sug­gest that your orga­ni­za­tion, at a min­i­mum, con­sider reduc­ing spend­ing on its desk­top web­site and redi­rect those funds to mobile apps. Accord­ing to the McK­in­sey Global Institute’s (MGI) report “The Do-Or-Die Ques­tions Boards Should Ask about Tech­nol­ogy,” many lead­ing com­pa­nies have already cut their invest­ments in the Inter­net chan­nel, mir­ror­ing their cus­tomers’ con­ver­sion to mobile apps. Don’t be afraid to fol­low your cus­tomers into mobile and to adjust your bud­get accord­ingly. MGI rec­om­mends reg­u­lar, quar­terly port­fo­lio rebal­anc­ing “as assump­tions can change quickly.”

My final words: Make your orga­ni­za­tion a leader in mobile mar­ket­ing by build­ing a solid busi­ness case through these sim­ple strategies.

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