Marketing Across Mobile Devices

In today’s mobile world, it’s no longer enough to have either a single mobile website or app. Consumers want to be able to access information wherever, whenever, and on whatever device they choose. So how can your small business reach all its target consumers, across all the different devices available? There are a few steps every company should follow.

1. Identify Long-Term Goals

One of the biggest mistakes businesses make when planning for mobile is thinking short term or rushing to deploy a single mobile app or website. They often don’t realize that by planning ahead, they can deploy a comprehensive mobile offering across more than 9,000 devices using a single code base. Creating a strategy that identifies all the key devices helps reduce the development costs of building one mobile app or site at a time.

Too many companies pick one or the other: mobile web or mobile app. First, identify your target audience and find out how they like to get their information. What you’ll likely find is consumers want to be able to access a brand’s information across a variety of different options, for different reasons. A truly integrated mobile campaign should be accessible through mobile websites, smartphone apps, tablets, and text messaging.

3. Leverage Partners

A mobile strategy that hits all the mobile channels may seem daunting, and for a small business it’s often not something that can be handled using internal resources. Instead, find a vendor that can help with everything from developing the strategy to testing and reviewing your mobile portfolio. Selecting a vendor who can offer technology to "future proof" your offering is essential for being prepared for changes in mobile technology. Some vendors even offer agreements to include support for new devices and operating systems within 30 to 90 days of their release, ensuring you can support a multichannel offering now and in the future.

This article was written by Bjorn Hildahl and published in Bloomberg Businessweek magazine.