Marketing for the Masses
Some brands also forget to plan beyond mobile-only strategies. "Beyond developing countries, the mobile user spends time on a computer, tablet, perhaps a wearable, and goes back and forth all day long," Hasen said. "[...] We need plans to reach the mobile user wherever he or she is in the journey."
The hard work doesn't end with your plan. Who is going to execute your strategy? "You can't assign this to your 16-year-old son who is on the phone all the time and think he'll know what to do," Foley warned.
Instead, find someone who is willing to be agile. Foley pointed out that some companies fail to correct mistakes. Ditch the "this is how we've always done it" mentality and pay attention. "If coupons aren't being redeemed, or if people are opting out of your alerts, look into why and adapt your strategy accordingly," Foley said.
2. Show Your Website Some Love
Now that you've mapped out a strategy, it's time to take stock of your website. Is it mobile friendly? More importantly, is it responsive? Responsive Web design is when your site automatically adapts to the size of the screen. When a client accesses your site on a PC, for example, and starts to shrink the window, he or she gets a different experience. "The content is all the same, but the experience changes so that no one has to do the dreaded 'pinch and zoom,'" Foley explained.
There's no cause for alarm if your site isn't responsive, Foley said. A temporary solution would be to create an inexpensive mobile site. Foley recommended using iFlyMobi, Weebly or Mobify. "Be sure that the answers to your first question—what do you or your customers need—is easily answered on the mobile site because it's not a replica of your desktop site," he reminded.