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5 mobile marketing tips

With so many mobile channels, strategies and tactics to consider, the ideal path forward will be different for each company based on their unique situation and objectives. Even so, there are some things every mobile marketer can agree on: the need to avoid expending time and resources without achieving solid results. The tips below can help improve the effectiveness and enhance the success of mobile marketing strategies and campaigns of every description.

1. Know your audience and how they interact with mobile
It does not matter how good your campaign looks on paper if it never actually reaches your audience.
Before you start spending money, make sure your strategy reflects the characteristics of the customers you are targeting.

2. Earn goodwill – do not kill it. 
As a uniquely personal and intimate medium, mobile must be used with great care to avoid alienating current and potential customers.

By creating a dedicated opt-in database for your mobile customers, you can provide greater value and a better experience while increasing the impact and efficiency of your budget.

3. Give a great user experience for every handset. 
When every brand impression counts, it is essential to make sure you deliver the best possible experience to everyone who interacts with your campaign.
Even now, major companies with extensive resources have been known to produce mobile sites that render inconsistently across platforms, or mediocre apps that vary significantly in feature set, user experience and branding from their mobile Web and desktop experiences. Regardless of the type of mobile site you are creating, be sure that it is equipped to provide an excellent user experience across every handset your customers use.

4. Measure everything, not just success
Mobile media planning is difficult enough as it is, so why make it even harder by ignoring large amounts of data on your own campaign performance?

Yet, that is exactly what many mobile marketers do when they only measure number of opens, downloads, activations and registrations, rather than looking at stats around bounce rate, repeat usage, number of pages per unique visit or length of video views. To optimize your effectiveness, it is crucial to also measure elements such as feedback – pros and cons – in the reviews section.
5. Let the message choose the medium
. Apps versus mobile sites: it is the perennial debate of mobile marketing.
As is usually the case, there is no single answer for every situation. To make the greatest impact – and get the most out of your budget – you have to start with your message, then decide how best to deliver it. What are your goals for the app or site? When a user launches your experience, how much do you want to impress them, and how much is this worth to you?
If you simply want to open another channel for interaction, a simple, practical site can be a cost-effective way to go.

As HTML5 continues to evolve, more smartphone functionality is becoming available to mobile sites, making it possible to create an experience nearly equivalent to a mobile app.
IF YOUR MOBILE experience will play a key strategic role in establishing your brand and converting customers, though, an app still offers key advantages, beginning with complete control over branding, look-and-feel and the user experience.
The ability to place a call, take and upload photographs or perform location-based actions from within the application itself can make for a much richer experience than having to call out from the browser to another app.
You will have to spend more money to build and maintain the app, including the need to port it to multiple operating systems and devices – as well as gaining approval through multiple app stores – and updates will be similarly costly and time-consuming.

Source: mobile marketer

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