The “Year for Mobile” will be Different for Everyone
Much like people use the weather as a crutch when making small talk, every discussion involving mobile marketing eventually winds its way to the question…Is this the year for mobile? While it certainly keeps the conversation rolling, worrying about whether this is the year for mobile is a misguided mindset when evaluating the use of mobile as part of the marketing mix. “The Year for Mobile” is subjective and only serves to delay constructive discussion about how to integrate mobile into larger strategic initiatives.
The “Year for Mobile” should be dictated by your business goals and will most certainly take place at a different point in time for each company, whether consumer or business-to-business. While many companies are “testing” mobile, others are jumping in with both feet and seeing incredible results. What differentiates those companies that have successfully moved from the sidelines and into the fray, is that they integrate mobile with traditional elements of the marketing mix. Just as you wouldn’t launch a website without appropriate support, mobile is not a standalone channel that can flourish on its own.
While the appropriate time to execute for each company may vary, the time to start educating your team and thinking about integration plans is now. Waiting until the last minute, or for an analyst to declare it’s time, is a sure way to get started on the wrong foot.
Is this the year for you?