Rather than recommend that marketers undergo dreaded technical training, some of the most experienced in mobile marketing suggest a common-sense approach to the channel.
Here are four practical tips from four marketers in the trenches of mobile marketing.
1. Walk a mile in your customer's shoes
"Do what feels right," Mario Schulzke, IdeaMensch founder and senior director, digital strategy, WDCW, told me in research for my book, Mobilized Marketing: How to Drive Sales, Engagement, and Loyalty Through Mobile Devices.
"Build a marketing program around tactics that make sense for you," Schulzke said. "I have many clients who are overwhelmed by Twitter, Facebook, Foursquare, and the like. But when we talk about creating content that provides value to existing and potential customers, they get that. Having a roundtable discussion on Twitter is no different than going to a networking meeting. Crafting a webinar and capturing leads via email is no different than speaking at your local Lion's Club."
Specifically for mobile, Schulzke recommends that marketers walk in the shoes of their customers and prospects.
"Do what makes sense to you, and always think about the value you provide to your audience," Schulzke advised. "Focus on the fundamentals. Respectfully communicate with your customers via all channels. Don't pretend to be something you're not, and do the right thing."
2. Think beyond a generic digital playbook