The notion of creating a marketing strategy solely for mobile is a slightly contentious one. Many argue (like this fantastic article from Moz) the point that, actually, we should no longer be distinguishing between devices. These days, we all want to target users who are on the go, and using more than one device – therefore, every strategy going forward should be a mobile one.
Or, more accurately, one built with a range of devices in mind, reflecting the modern customer journey. Gone are the days where a shopping experience began and ended on a laptop, so it no longer makes any sense for marketing teams to work in isolated siloes.
But for the time being, value definitely still remains in optimising your strategy for mobile, particularly if you’re new to the digital marketing space and want to make sure your existing tactics are still viable for mobile users. So let’s start with the most obvious question. (more…)