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Inc: Creating an Affordable Mobile Marketing Presence
Developing customized retail apps to deliver mobile promotions and generate customer data or retooling existing systems to accommodate backend solutions like Apple Passbook or Google Wallet may be out of reach for many small and mid-sized businesses, but there are some no- and low-cost channels and tools available that can make mobile marketing feasible for almost any business. A key point is that SMBs must stick to expectations and execution that align with where the industry is today, says Inman Breaux, COO of Airpush, a provider of data-driven mobile advertising solutions.
SMBs with limited resources should have a specific goal in mind and make utilization of location data a priority. “From there, it’s important to execute the marketing campaign with partners who can effectively leverage users’ location data,” Breaux says. “You don’t want to waste money reaching users outside of your business’s physical geography.”