Mobile devices are being heralded as the fastest adopted technology ever and this is changing the way all businesses need to look at how they reach customers. Additionally, mobile sales are on a steep rise - eBay realized a 67% increase in mobile sales in the third quarter of 2014, which was 21% of total sales and equalled $14 billion - and unless you take steps to include mobile devices in your marketing plan, you risk losing potential opportunities.

Engage your customers ‘on the go’
According to Gartner, 2014 was the year for marketers to up their spending on mobile marketing strategies. In previous years the mobile devices market had been approached with caution because of the range of variables involved but with over 50% of Americans owning smartphones this lucrative market came sharply into focus.
You should consider targeting mobile devices because:

1. Always online: People are always connected and able to shop anywhere and at any time;
2. Allow expansion: Expand easily into new markets globally without bricks and mortar overheads;
3. Outpace competitors: Give your business a competitive edge by adopting cutting edge technology;
4. Satisfying personal experiences: Apps can include components that help you connect with customers on a personal level;
5. Increase revenue: Marketing across multiple channels and reaching people where they ‘live’ has the potential to increase your ROI.

Mobile marketing tips

1. Optimize your website – Before starting any mobile marketing campaign, make sure that your website can be viewed properly on mobile devices.
2. Solve a problem - Make it as easy as possible for customers to interact with you. Your messages need to be focused on filling a need that your customers have.
3. Use push notifications sparingly – If people are not responding to the push notifications regarding your business, don’t keep blasting them - just send more to customers that respond favorably.
4. Privacy is paramount – Always respect your customer’s privacy. They will be quick to walk away if they feel you cannot be trusted.
5. Giveaways – Give special deals and discounts to your loyal subscriber base and watch it grow as customers share with their networks.
6. Get Social – Include social media in your marketing plan to target customers where they play.
7. Apps – Develop a standalone app that simplifies interaction with your brand and fills a gap.
8. Part of the plan – Mobile is not a standalone marketing option. Make sure that you integrate it with your overall, multi-channel strategy.

Final Thoughts

Including mobile marketing as part of your growth strategy is now a must. Any business that is not easily found and interacted with via mobile devices is in danger of losing a large chunk of their business to competitors that have embraced the mobile revolution.

Examples:
10 Amazing Retail Mobile Marketing Examples http://bit.ly/1BgUo9n
6 Great Examples of Mobile Marketing Campaigns http://bit.ly/1ECNZ5T

ChangeU: For your independent study ...

5 Trends Your Marketing Team Should Budget For In 2015 http://onforb.es/1AdGXUP
Gartner Survey Reveals Digital Marketing Budgets Will Increase By 10 Percent in 2014 http://gtnr.it/1Fhx4d2
The Mobile Revolution: How Mobile Technologies Drive a Trillion-Dollar Impact http://on.bcg.com/1ECOCMR