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A Mobile Strategy for the New Year- Building the right campaign

It’s safe to say that mobile is part of the new wave in marketing, and as technology is ever changing so is mobile marketing.  It is clear to see why mobile marketing has become mainstream over the past 10 years, since the release of the first iPhone.  Mobile is about convenience, accessibility and speed.

In fact, mobile has become so important that just about every company has implemented mobile marketing into their brand’s overall strategy.  But where does a marketer start? Which social / mobile networks are the most impactful?  Is it necessary to have a mobile strategy for organic search, and if so, which search engines matter most?  There are so many questions that can arise.  Luckily, we are here to help.  Below we have compiled a 4-step process to getting started with a mobile strategy.


1. Define the audience

Knowing your audience will be key to determining which channels will work best for marketing.  Does your audience engage more via Facebook, Twitter, or maybe Snapchat?  Are you marketing to Millennials, Gen X, parents, or businesses?  Are they commuters who tend to swipe through their apps during rush hour on public transit?  All of these questions and so many more are essential in knowing who your audience is and will guide you in choosing the best ways to target your audience.

2. Consider the channel

Whether it’s Facebook, Twitter, Instagram or Pinterest each audience has a social network of preference.  If your audience tends to be the morning commuters, using Facebook videos as a silent theater may be optimal.  Consider making videos optimal for the mobile viewing experience.  Some ideas include: run-time of less than 20 seconds, telling a full story, and including subtitles.  These tactics make it more convenient for an on-the-go consumer and more likely that they’ll prefer your content.  For Gen Z, Snapchat is currently the most favored platform with 35% of teens favoring it as their top app, Instagram comes in second with a 24% following. (Source)  According to Mobile Marketing Watch, Pinterest is the most mobile social network and 64% of its referred traffic comes from smartphones or tablet devices.

Remember though, just because these platforms are bringing in the data it doesn’t mean it will bring in the right data for your brand.  Your audience will already have a preferred platform that your strategy will have to concede to.  It’s your turn now to analyze the data and discover which platform is meant for you and your audience.

3. Follow the trends and keep up

Once you come up with an initial strategy be sure to keep up with your audience and the trends they tend to follow through mobile.  New apps are created on the regular which means trends in the way consumers prefer to view content can change fairly quickly, as well.

4. Differentiate from the noise

Once you’ve defined your audience, the platforms that best fit your brand and your audience, and are keeping up with your competitors; be sure to differentiate your brand from the noise.  Find a plug that makes your audience want to tune in to your brand’s content versus the competitors.  This is where creativity counts.  We always recommend testing different messaging, creative and copy in order to find the content that resonates best with your audience.

Now it’s time for your team to start collaborating and starting the storyboards.  For some inspiration, here are a few examples of brands that thought outside of the box:

National Geographic #WanderlustContest Campaign

REI Black Friday #OptOutside Campaign

Always #LikeAGirl Campaign

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