Mobile Marketing: An Hour a Day

Thursday: Evaluate Your Mobile Presence and Benchmark Your Mobile Readiness

By this point, you've done a tremendous amount of the heavy lifting involved in developing your mobile strategy, but there are still a few key activities left to address. It's very important to have an internal benchmark of your current perceived level of usefulness to, usability for, and overall engagement with mobile consumers. Even if you haven't yet executed a single mobile tactic, do not skip this step. It will reveal opportunities you might not otherwise uncover. If you do focus groups and customer interviews, you'll get lots of valuable feedback on how your brand is performing in the mobile space, but you can't rely entirely on this. Customers might not be able ...