VentureBeat.com reports an unfortunate fact that many mobile marketing industry professionals already know: mobile marketing is tacked on at the end of marketing campaigns and it is completely siloed.
Mobile Shouldn’t Be An Afterthought
Even though the customer is now completely mobile (weren’t we at over 130 percent mobile penetration about two years ago?), marketing to these highly-accessible potential clients still seems to be an afterthought. InTarget often encounters situations where internal talent to take advantage of the world’s fastest growing marketing channel is either woefully inadequate, or horribly underfunded. This reminds me of the days when the IT department was relegated to the basement and had to contend with overhead pipes and underfoot obstacles while wrestling with their daily tasks.
That mobile is often tacked onto the end of marketing plans without much thought, is clear from that fact that the internal mobile marketing team usually receives completely different creative elements. We’ve seen real disconnects in how the people managing the organisation’s email marketing efforts and website are expected to work when compared to the mobile marketing team – and then we still have the traditional media guys on top of that who tend to gobble up most of the time, resources and attention.
With so many cellular users who are also your current and potential customers, it really should be the other way around. It will be – partner with a dedicated external mobile marketing consultancy like InTarget and we’ll make mobile work for you, and give it the proper attention it deserves.