Upgrade Your Strategy
Facebook is at it again. The social media giant launched a mobile advertising network at its recent F8 developer conference. The new Facebook Audience Network is expected to help developers "monetize in a serious way on mobile," according to CEO Mark Zuckerberg. In other words, brands can advertise on third-party apps using Facebook's detailed targeting data.
Say what you will about Zuckerberg, but the man knows his audience. The digital media leader's announcement follows what experts are calling mobile's most explosive year to date. With more than 75 percent growth in mobile advertising in 2013, as reported in Ad Age's Mobile Fact Pack 2013, mobile is no longer an emerging channel—it's here in a big way.
A lot of marketers already know they should be catering to customers' mobile online habits. But not all of them have a clear idea of what they're trying to accomplish or how they should approach their goals. They're not operating on Facebook's level, or budget, and nobody expects that.
"I see too many companies jumping onto the newest, coolest mobile technology without thinking it through or proving out a business case first. That is the best way to get burned in mobile," observed Cindy Krum, CEO and founder of MobileMoxie, a mobile marketing consultancy based in Denver. "Just because it is new and cool does not mean that it is worth the investment, or even that it will generate a significant ROI."
Instead, she suggested that marketers focus on creating "excellent basics." Not sure what that means or where to start? Read on for tips on how to create a solid mobile marketing strategy.
Effective mobile marketing begins with your website. Is it easy to use? Better yet, is it responsive? "Responsive Web design is when your site automatically adapts to the size of the screen, eliminating the need for a dedicated mobile site, or the dreaded 'pinch and zoom,'" explained John Foley, Jr., president and CEO of Grow Socially, and parent company interlinkONE, Wilmington, Mass.