The digital climate is changing rapidly as more and more people are using their mobile devices to interact with brands, purchase products and obtain information. However, Marketing Land reports that Mary Meeker, a Kleiner Perkins partner, found that though the average person consumes 20 percent of his or her media on mobile devices, advertising spend in the mobile sphere is still less than five percent.
Though there might be some hurdles that stand in the way of your organization achieving mobile success, you will be missing out on a vast number of opportunities if you do not invest in this channel. Here are three potential obstacles that might be preventing your organization from taking advantage of this market — and how you can overcome them.
1. A Lack of Knowledge on Mobile Marketing
Though mobile marketing has been around for years, many marketers still feel that they have a lot to learn about developing powerful campaigns for this platform. But there are many resources available to help you excel. In fact, Marketing Land recommends that marketers team up with mobile experts who can help guide their campaign efforts with their specialized knowledge of mobile. By working with these experts, you can learn how to develop a mobile strategy that will complement your overall marketing plan.
2. An Overwhelming Number of Available Tools
Mobile marketing involves more than just creating a few banner ads and converting desktop Web pages to responsive design. You and your organization must take advantage of tools like geofencing, hypertargeting and A/B testing to truly harness all this platform has to offer. However, as there is a vast variety of tools and techniques available, it can be difficult to figure out which ones would work best for your specific mobile campaign. By taking the time to learn about these tools and trying to implement them in different ways, you can figure out which tactics are most effective for targeting your market and reaching your desired audience.
3. Keeping Up With Ever-Changing Technology
In order to have a successful mobile marketing campaign, you need to constantly adapt your strategy in an effort to keep up with changes in technology. For instance, though location-based marketing was largely unheard of five years ago, it has quickly become a staple of mobile campaigns, as mobile devices form one of the primary platforms through which consumers interact with the world.
Clearly, you will not be able to predict all of the next big marketing trends in the mobile sphere. However, by crafting a strategy (and a budget) that provides the resources necessary to research new technology and put it into place, you can give your business a competitive edge.
As the world is becoming more and more mobile, it's important for your organization to seize this opportunity to expand your mobile marketing campaign. While there may be many hurdles to overcome in achieving mobile success, you can establish a strong campaign by learning about all of the strategies and technology available to you and working with a mobile expert to see how to best use these tools in your specific market.