In 2019, a separate mobile marketing strategy is no longer a good idea to any marketer. Having said that, we do not mean to say mobile is not important. It is the reversal that today mobile traffic has now surpassed that of desktop leading to distinction between devices getting less and less significant.
Here 3 Digital Trend that made mobile marketing no longer a standalone strategy in #digital marketing
1) Less distinction between devices as aforesaid
2) Responsive website (i.e. one website optimized for desktop and mobile with the use of fluid design) becomes a must for brands since 2013.
3) For every self-served ad platform from search, social media to display and video, the ad campaigns indeed reach all devices (Desktop, tablet and mobile) by default without the need to specify in your campaign setting.
4) Real time location targeting at street level or a specific street nos which were available to enterprise level DSPs (Demand Side Platforms) for big brands before, are now also conveniently available to ad networks such as GDN (Google Display Network) for SMEs.
Here I share with you article back in 2014 to illustrate that this trend started a few years ago. Every marketing strategy should be mobile nowadays considering multi-devices and cross channel customer journey.
It’s funny because a decade ago, we were doing email on our phones (the iconic Blackberry appeared in 2003), but somehow WAP, GPRS and the Nokia 6600 all failed to achieve ubiquity.
I’ve been closely involved in mobile since the early 2000s. Before starting Distilled, I worked for a strategy consultancy called Analysys who specialised in telecoms (and particularly in mobile). I distinctly remember every year back then being hailed as “the year of the mobile” (the earliest reference I can find online was optimistic that 2000 was going to be the year of the mobile).
But I don’t want to give another talk on responsive design, mobile user-agent server headers and googlebot mobile. Those things have their place, but they are inherently tactics. Instead, I want to ask myself the question “what does a true mobile marketing strategy look like?”. Before I get to that, some background:
This post isn’t really about responsive websites, though. I wanted to address a broader question. There are a few marketing topics that seem to make it into board rooms sooner than others. Social media was one – I’ve heard a lot of senior people ask “what’s our social strategy?” over the years and now I’m hearing “what’s our mobile marketing strategy?”. That’s why I picked mobile as my topic for our upcoming SearchLove conference in London.
Before I start, I should address the irony of writing this post on a site that isn’t yet designed for mobile. I don’t make those decisions, nor have the insight into the development backlog. I still think this is the community to have this discussion with, so I’ll just have to put up with the irony.
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