1) Integrate: Mobile is a channel not a strategy. Adding mobile into your online campaign as we’re seeing 59 percent of mobile Internet users sometimes visit a site on their mobile device and follow up on their PC.
2) Practice marketing basics: what’s the objective, the strategy, the audience, creative, success metrics and measurement and then think about channels and whether there is a fit for mobile.
Then consider what mobile can do (location!) instead of its perceived weaknesses (small screen!).
3) Build a mobile site. Seems obvious, but build a site before you build an app. And please, put device detection on your home page so that if they go there on their smartphone, you automatically deliver them a fast experience, designed specifically for mobile.
4) Start broad. Mobile brings new users in new ways, so open up and learn more. Mobile campaigns don’t necessarily mimic online campaigns so it’s important to cast a wide net and see what kinds of consumers are responding.
5) Use search and display correctly:
a. Search: Keep it general, focusing on head and brand terms, since mobile searches are short. Plan for typos, which are common in mobile. Also, go big for the top position because most mobile search results pages have only one ad per page.
b. Display: Provide a call to action since your potential customers are on the move. Enable them to take an action by giving them the ability to place a call, locate a store, etc., and focus on impulse actions and put click actions on right of banner (people are more often right-handed).
6) Experiment, but know what it is you’re testing. A simple test matrix may teach you more, and cost you less than that way cool augmented reality pilot… unless your goal was a press release.
7) Keep it simple: at the end of the day, it’s a phone and you could always use more quality inbound traffic to call centers.
Article By Paul Cushman. Paul is director of mobile sales strategy at Yahoo, Sunnyvale, CA. Reach him at firstname.lastname@example.org.