What do consumers want? Mobile content!

When do they want it? Now!

Consumers have made a dramatic shift toward mobile, and it's time for marketers to start making plans for mobile campaigns as well as permanently adding mobile to their marketing toolkits. Marketers should focus particular attention on mobile messaging, because sending and receiving messages is the top mobile activity across all demographics.

Mobile messaging presents a wealth of opportunities to effectively reach target audiences. And mobile messaging campaigns are easier than you think. In fact, implementing a mobile messaging campaign can be summarized in three steps.

The following insights will assist marketers with incorporating mobile messaging into an existing campaign.

Step 1: Identify the audience, goals, and strategy

Before getting started with any type of campaign, it's crucial to completely understand the target audience. Marketers should carefully consider who the audience members are as individuals, their media consumption, preferences, shopping habits, etc.—and, most important—whether it make sense to reach this audience via mobile.

If possible, marketers should also look into discovering the type of devices audiences own; knowing that could potentially help marketers better customize the mobile content to deliver a better user experience.

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image of Cezar Kolodziej

Cezar Kolodziej, PhD, is president, CEO, and co-founder of Iris Mobile. Prior to founding Iris Mobile, Cezar was chief architect for the Motorola messaging business.

LinkedIn: Cezar Kolodziej