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Four tips for a common-sense approach to mobile marketing

June 18, 2012 | Online Marketing

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.

"What most people have," according to Steve Mura, director of digital marketing, MillerCoors, "is what I call a generic digital playbook, meaning trying digital is important so, 'We're going to use digital. We're going to use Foursquare and Facebook and Google and all these folks.'"

"What happens is every technology is fair game," Mura continued. "What happens when you get a clear strategy is you say, 'Here are my goals in digital. This is what I need digital to do to help me sell more beer.' There are other people who built really cool businesses and have really good technology, but they won't help you get to where you need to go."

Mura strongly advises marketers to fully understand and apply only those technologies that will positively affect their company's bottom line.

"That's the fundamental place we are in as an industry," Mura continued. "There are those who get digital and know how to use it to help their business, and those who know digital is important and just go out there and flounder in the space for the next couple of years because they're going to say 'Facebook is just as fair game as Google search or as Foursquare.' What they're going to find is half of those things weren't intended to build their businesses. That's a costly and long lesson to learn."

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