January 8, 2013

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4. Consider mobile commerce.

When customers visit your website from a mobile device, are you prepared to engage and convert them into customers? Studies indicate that, “Four out of five consumers use smartphones to shop” and “the ‘mobile influence factor’ (or effect of smartphones on in-store sales) on retail purchases will increase to $689 billion (or 19% of total store sales) by 2016.” (Source: comScore, 2012; Source: Deloitte, 2012)

5. Invest in mobile-friendly technology.

How does your website look on mobile platforms? According to Compuware, “57 percent of consumers will not recommend a business with a poorly designed mobile site. Similarly, 40 percent of consumers will go to a competitor’s site after a bad mobile experience.”

6. Define mobile marketing goals.

How can you attract and engage customers on mobile devices? After defining mobile marketing goals, many businesses will turn to mobile web banners, SMS advertising and other forms of mobile media tactics. In fact, eMarketer expects U.S. mobile ad spending to reach $7.19 billion [this] year and nearly $21 billion by 2016.

But if mobile is a consideration, walk before you run. Maria Mandel, executive director of digital innovation at Ogilvy New York, advises “to crawl first by deploying SMS messaging; walk, by using banner advertisements or building a mobile WAP site; and then run by offering video or downloadable applications to consumers.”

7. Measure mobile programs.

Develop success metrics and KPIs. Track your mobile efforts with free mobile analytics tools such as Google Mobile Analytics, AdMob, Bango and Flurry.

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How will you tackle mobile this year? Let me know in the comments section below.

Disclosure: This post is brought to you by Visa Small Business and I receive compensation for my time from Visa for sharing my views in this post, however the views expressed here are solely mine, not Visa’s.

Photo: © Naka, Fotolia

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