Not Mobile yet? Time Has Run Out
For those of you putting off creating a mobile marketing strategy as just a "nice to have" or "not a proven channel yet for marketing" let this be a gentle warning that time has officially run out on the excuses.
You can still sit on the fence about things like beacons and wait until all of your competitors have dominated your market. But when it comes to your website and how well it does SEO wise, Google is tired of your fence sitting. A change in Google algorithm that officially hits April 22nd will now penalize you if your site is not responsive. The site that you currently have and all the time and money spent on building your rank in Google will have done little to help unless it is responsive. For those that have taken the time to update their site to make it responsive this may not be a big deal. But updating your site to make it responsive is only part of the process in order for it to truly be useful.
With Google change in algorithm it is time for marketers to get a mobile plan in place. Creating a mobile plan, means it is also time to look at how mobile fits into the overall marketing plan you have in place. If you have a number of silo's you may also want to look at streamlining your marketing structure as well. Before doing any of this doing measurement is always suggested. Looking at what works and isn't working, in order to create a comprehensive plan that not only streamlines your marketing structure, but makes it more agile and able to handle new technologies and updates quickly is a best practice. With all of the latest trends in Ad Tech and channel growth, budget shifts and ever changing consumer behavior marketing organizations need to be able to keep up with best practices to reach and engage their target customers. With ad tech solutions ranging from cloud based to white label and proprietary you will also need to bring technical and data expertise to the table. There are a few agencies who excel in all of the areas mentioned (Marketing, technology and consulting) and they can and should be engaged if there is a bandwidth issue in making the changes while continuing to deliver current marketing fulfillment.
One of the biggest issues will likely be budget. Budgets should address not only how much the cost is to move forward and disrupt everything but the potential loss if you don't. Potential gains should also be measured and that is where their parties who have helped other make the potential changes being considered can help with projections of what the Return on Investment, and cost per sale should look like as a goal. A Marketing Assessment Plan (MAP) should be the short term goal by which you can then build an omni channel streamline marketing structure around, and begin to look at a strategy to build a responsive website that adds value to your potential customers both on desktop and mobile device. How well you are doing currently in mobile should be taken into consideration in order to grow areas you are already doing well in.
With the looming deadline so close it is a knee jerk reaction to want to just fix what is broken. It should be taken as more of an opportunity to look at the marketing structure and current state of the department view, in order to build value for your target customer heading into the all important Q3 and Q4. Taking time now will help you maximize returns going into the holidays.
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