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HOW TO: Create a mobile strategy

There are many statistics talking about the continuing explosion of mobile as a marketing channel – and although consumer campaigns tend to get a bigger profile, B2B businesses can and should be aware of the great things it can do for them.

However, that doesn’t mean jumping in without thinking or designing a cool app just to impress the chairman. Using mobile effectively means developing a clear and coherent strategy from day one:

1. Fit mobile to your business and marketing objectives
You have to know exactly what you’re trying to achieve with your marketing efforts. Is it about generating new business, or building brand awareness, or retaining existing customers, or a mixture of these or even something else entirely? Mobile can play a role in each but the nature of the campaign will be markedly different.