Why You Shouldn’t Increase Your Mobile Budget

There’s no doubt that the growth in the adoption of mobile devices is continuing to increase. Marketers are quickly jumping towards the trend to adapt to this new channel. A new study shows that 70% of marketers plan to increase budgets for mobile in 2013. But this isn’t quite necessary.

Scott Forshay, a mobile and emerging technology strategist for emarketing company Acquity Group, states that mobile marketers do not need to increase their budgets, but rather should get smarter about their mobile strategies. “A lot of brands have spent far too much money on mobile applications,” he said.

Marketers can actually keep their same budget if more effective mobile campaigns are created. Mobile is an entirely different ball game where users don’t have to endure ads or marketing in most instances.

The key to marketing on mobile devices is that it needs to be timely, personal and contextually relevant. Also, not all businesses need mobile apps. Some jumped into the game too quickly to keep up with the trends and found themselves falling flat.

Businesses should first take a step back to find out who their customers are, if they’re using smartphones and if the majority of them are using iOS or Android. Brands need to become smarter when it comes to mobile marketing or they’ll end up alienating their audience base and potential future clients.

What’s the best mobile marketing strategy you’ve seen or used?