Mobile Marketing: 5 Questions That Will Shape Your Strategy

Mobile Marketing: 5 Questions That Will Shape Your Strategy

By: Shelly Kramer
May 10, 2012

mobile marketing strategyHow much does mobile marketing and mobile strategy factor into your integrated marketing plan? If you’re not already thinking about mobile, now is the time. By 2016, nearly three in five consumers will have a smartphone. And recent research from Forrester indicates that personal computers at home and in the office will soon be displaced by the tablet.

The critical thing to understand about mobile is that it’s much, much more than creating a mobile version of your site or developing an app—although those are two important components of a mobile presence.

Wondering where to start planning and defining your mobile strategy?

5 Questions to Shape Your Mobile Marketing Strategy

Has mobile traffic to your website changed?

It’s no secret that we’re analytics nuts – and if you’re not reading your analytics weekly, start. Look at how your mobile traffic is changing – we’ll bet it’s increasing on a regular basis. If our predictions are true, what are you doing to serve up content to those folks accessing your site from mobile devices? If the answer is “nothing” …. well, you know where I’m going with that.

Where are your mobile visitors coming from?

Again, this is where your analytics will come in handy. Google Analytics, for example, will allow you to segment your mobile traffic to see where it’s coming from. Are they coming to your site from Google or from another source? And what page are they landing on that’s drawing them in? Identifying visitor traffic patterns and tracking conversions can help ensure the overall effectiveness of your site.

What are your mobile visitors looking for?

Your analytics show you what your visitors are thinking – if only you’ll let them. Pay attention to what keywords draw them to your site and how that compares to search habits of desktop users. Be sure to develop your content strategies accordingly. Give mobile users information that’s critical to them on a mobile site. That will, most definitely, lead to not only more sales, but also happier customers.

App or mobile website?

Do you really need an app? Probably not. Many times people think they need an app when in reality they need a mobile website. Mobile websites work just like apps and are almost always less expensive to develop. We think mobile websites are so important that when we develop sites for clients, we almost always develop a mobile website concurrently. Apps are ubiquitous, but don’t talk yourself, or let anyone else talk you into an app without first making sure that’s the best possible solution.

How are you going to market your app?

Decide on an app after all? Terrific. What is it about your app that makes it irresistible? The average iOS user has some 60 apps on their device (many have more) yet 26 percent of those apps are downloaded once and never used again. If you decide on an app, you’d best decide how you’re going to market the app once it’s developed, and you’d better be asking some hard questions about what it is about your app that makes it something people want – and need – to come back to day after day. If you don’t ask these questions at the beginning of the app development process, you might be sad once you’ve spent a whole bunch of money and no one is downloading, or more importantly, using, your app. It happens. All the time.

Planning a mobile strategy isn’t all that different from creating an overall digital strategy, or hashing out your approach to social media. And a mobile strategy doesn’t mean creating a mini version of your corporate website and/or developing an app and calling it good.

Taking the time to understand your mobile audience and their needs, and how you can serve those needs in the most effective, efficient manner possible – well, it just leads to good things.

Have you created a mobile strategy for your brand or business? If so, would you recommend any other questions to ask before getting started?

Image by Robert Scoble via Creative Commons

  • I finally added a plugin to make a mobile website, and I have seen a positive difference in traffic. Great post, Shelly!

  • Anonymous

    Thanks Amber! That’s great to hear you’re getting results. Love it!

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  • Shelly, great post, and very much in line with my post from earlier today as well! (Great minds…)

    One thing I would add: even if you go down the “app” path, it doesn’t excuse having a great mobile site. Your app isn’t likely to make the home screen (remember, it competes with Facebook, Twitter, Gmail and Instagram apps to be one of the 15 used each week), so people will still engage through your mobile site.

    Thanks for sharing. And as I’m catching up from and our newborn is starting to sleep a little, I owe you an email and connection!

    — Eric

  • To App or Not to App that is the Question!

  • Anonymous

    LOL. Yes, m’dear. It is.

  • Anonymous

    Well said .. I’m a huge fan of mobile sites. Mostly over apps — but it depends on circumstances. Having an app that’s irresistible is what’s key – and most people don’t have that. Except for Nike+ and their FuelBand that I’m addicted to :)’

    Newborn? I’m the mother of twins … so I think back on those days and shiver. Hang in there. Sleep is overrated!

  • Anonymous

    I’d love to see your post, Geno. Or better yet, share it as a guest post here. If interested, ping me – shelly at v3im dot com.

  •  Shelly, the link to the post is above. 😉

  • Anonymous

    I found it — it didn’t appear for some reason when I first read your comment. Just read it – and commented :)) For the record, many apps make sense over mobile sites. Like ESPN, eBay, Facebook, etc. But when I don’t believe that anyone can make sweeping generalizations based on a few that make obvious sense. For many businesses, large and small, apps simply don’t make sense – but mobile websites do. At least that’s my take.


  • Yes, Shelly, to draw better conclusions, we all need more comprehensive (ideally, segmented and categorized based on whether it’s a B2B or a B2C website, a retail or a service one, etc, etc) data. Do you know of any other researches that would compare the performance of mobile sites vs apps?

  • Anonymous

    There are lots of resources out there … can’t think of any in this exact moment, Gene, but I promise to dig in and write more about this … and we’ll continue our discussion. Deal??

  •  Sure. And it’s Geno.

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