Thirty-Six Tips for Developing a Successful Mobile Publishing Strategy
26. Align knowledge with strategy.
Longer term, "align your strategy so that mobile becomes just another channel you are interacting with consumers through," he says. In other words, think of mobile as a component of an integrated marketing campaign.
27. Recognize mobile's distinct value.
With unmatched potential for proximity and interactivity with engaged customers, mobile has unique strengths that need to be played to, Jedwill says. "The proximity that you have creates far more immediacy than any other communication device," he says. "If you recognize the value that it has, which is the ability to be more interactive, you will be connecting with fewer people, but those 10 percent of people you will be interacting with through your phone [could be] 90 percent of your business."