I’m heading out to the MMA’s Round Table dinner in San Diego right now. These are some questions that Michael Becker, the Managing Director of the MMA, North America, sent before the event for the group to answer. I’m turning it in last minute, but here is my homework:
1. Messaging can take many forms from simple SMS to push notifications and many other forms, so how should marketers prioritize their efforts and build effective mobile engagement strategies?
Start with mobile search. For most marketers, it’s the least expensive and most data-rich place to get your feet wet. I would recommend making a list of questions that customers are typing into Google about your product. Then, choose the top 3 that they are likely searching for on mobile. Build mobile ad words campaigns around that. You’ll get a ton of data that you can use to learn more about your mobile customer, and it doesn’t have to be expensive.