.png)
Consumers look at the BlackBerry Z10 at the Vodafone stand at the 2013 CeBIT technology trade fair in Hanover, Germany. An increasing number of business owners now look at the smartphone as a viable marketing platform. (Sean Gallup/Getty Images)
Business mobile marketing activities have escalated in popularity and consumers’ adoption of mobile technology is taking place at a staggering speed.
It is no longer a matter of whether to commit dollars but rather how much of the marketing mix should be dedicated to execute mobile campaigns. While many marketers have been feverish about getting their communication messages on this platform, only a few have stopped to consider the resources needed internally to manage these programs. Other questions surrounding this relatively new marketing platform include how much return on investment (ROI) is actually generated with these activities, security, infrastructure development, and assessing if desired efforts reach the right audiences.
Small-business owners, in particular, already have a full plate. Gearing up for any campaign on the mobile front should be met with frank conversations about staff who will be tapped to support this project, as well as desired ROI goals.
Once campaigns are deployed, it is important to review insights gleaned and optimize existing or future campaigns. As always, it is feasible to test the proposition versus jumping in with both feet. Testing allows a business to minimize out-of-pocket expenses and review support and infrastructure shortfalls.
Adele Lassere is a marketing/advertising consultant with 20+ years of experience, freelance writer, and author of “Elements of Buying: A How To Reference Guide on Advertising for Business Owners,” available at Amazon.com. Adele was listed on Black Enterprise’s 2011 Top Execs in Marketing & Advertising and Black Enterprise’s 2013 Top Women Executives in Advertising & Marketing. Contact: lassere@bellsouth.net
The Epoch Times publishes in 35 countries and in 21 languages. Subscribe to our e-newsletter.
