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Main factors to consider when planning a mobile marketing strategy


By The Drum Team, Editorial

August 26, 2011 | 4 min read

From consumers to marketing directors, mobile is the word on everyone’s lips at the moment. And it’s not difficult to see why - it’s estimated that by 2014, mobile devices will have overtaken PCs. Mobile devices are not only more portable – they’re more personal and customisable too. Living in people’s pockets, they provide the ultimate communications platform. With mobile comes a wealth of almost limitless opportunity for brands to get straight to the heart of consumers and ultimately increase brand engagement.

But is developing a mobile marketing strategy worth the time, effort and investment for companies? Does mobile live up to the hype? How much impact can a killer app make?The Drum caught up with leading agencies in the world of app development and mobile strategy, posing a series of questions to discover just what it is that’s got people talking, and why developing such a strategy might not be just prudent – but actually essential for the future of your brand.Simon Jones, Head of Online, IntermarketingIt’s not just about the smartphone. Tablets occupy the same category yet offer completely different user experiences. According to JWT in their recent “10 things marketers need to know about tablet content”, at number 4 they quote “Tablets put consumers at the centre of their home entertainment experience. Consider tablets an all-access pass to a consumer’s home and know your brand may be called up at any time.” Surely this is true of the mobile experience as a whole? The point about being mobile is that you can call upon a brand or business at any time, but it’s the experience the brand gives the consumer that will either turn them on, or off to their nearest competitor. Just like any other marketing channel, mobile has to be relevant.Hannah Giles, Marketing Executive, EsendexMobile marketing is a new channel - but the old rules of marketing still apply. And rule #1 in every marketing text book states 'know your customer'. For your marketing strategy to succeed it's essential that you understand your target audience - how they live, how they work, how they play, and how they communicate. Mobile devices are changing all of these rapidly and as marketers we need to understand these changes in order to benefit from them. SMS remains most customers' mobile communication channel of choice and so it's important to remember that mobile marketing isn’t just about smartphones, apps and other nifty devices. Whilst these are exciting, SMS the cheapest and most widely accepted type of mobile marketing available and a great starting point for any mobile marketing strategy.Ryan Hall, Joint Managing Director – Client Services & Experience Design, Nice AgencyA key element in a mobile strategy for agencies and brands who are planning their mobile strategy must always consider their target audience and which platforms they are using. Not all target audiences have iPhones and iPads. They are not all tech savvy. The key is knowing your user and their expectations.Taking the time to execute your strategy is also key. It is not always the right decision to rush out a fully featured application, especially if it is complex. We advocate a carefully considered roadmap of release and feature updates to our clients, which show regular improvements to the brand experience.Graeme Hastings, Creative Director, Science Creative LtdSimilar to a marketing strategy in any other medium: what is the message? Who are the customers and what content is relevant to them – target the app to fit in with their needs, expectations, personality, attitudes and values. The difference is what technology they use and when and where they use it.

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