Welcome to the final quarter of 2016! This is traditionally the time of year when a significant amount of panicking occurs as companies and individual brands realise they have one last chance to achieve the marketing goals they set out in the first quarter of the year.
October, November and December are the ‘last chance saloon’ months of the mobile marketing strategy, so the usual scaremongering goes. Well, not really. Mobile marketing is a process. It’s a well thought out, considered and long term approach to satisfying the mobile consumer’s needs and it doesn’t end with December and begin with January.
Mobile marketing doesn’t have a clear cut start and finish because the adoption of mobile devices by consumers didn’t happen overnight. The fact that most of us are never more than three feet away from our devices isn’t a phenomenon that we suddenly woke up to.
Many small decisions implemented well in consultation with a mobile marketing specialist gradually emerge as a winning mobile strategy.
According to independent market research company eMarketer, mobile marketing is predicted to surpass $100 billion in spending and account for more than 50% of all digital spending in the world for the first time. You want to make sure that you’re part of this by forgetting about rushing to implement a mobile strategy before the end of the year. Rather start immediately and don’t focus on the end point because with mobile, the end is never in sight.
However, if your company hasn’t yet implemented anything remotely mobile-enabled this year, perhaps a practical step you can immediately work on is to make sure that you at least have a mobile website or a mobile app. Now that’s something you could finish before year-end, if you must set a December 31 deadline.
You want the people who would like to engage with you to find you whenever they’re ready, and wherever they are. This is about making transacting easy for the consumer. Make sure that you have a mobile version of your website that fits perfectly on a user’s phone screen without them having to zoom in or tweak settings. This could lead to them moving on to the next mobile port of call. See how this goes and then speak to us when you’re ready.