2. Understanding the Challenges in Mobile Marketing

Many different elements must come together to build the mobile marketing experiences that we desire to create for our target audience. The number of possible combinations of handsets, browsers, operating systems, and networks can create exponential problems for mobile marketers who are not ready to face the challenge. And although it is important to understand the many aspects of mobile content delivery, it is also crucial to understand that you won’t be able to address every possibility. Focusing on the minutia is more time-consuming than it is worth and likely will stall your project and have a direct negative impact on the ROI.

One of the most important things you must do when planning a mobile marketing campaign is to anticipate where your campaign or message might fail, and adapt to include alternative or contingency messaging. Know how your message will appear in the best-case rendering scenario and in the worst-case rendering scenario. Then do what you can to ensure that there is an elegant degradation between the best- and worst-case scenarios, in which limited rendering technology will cause more complex elements of the campaign to silently fail, in favor of less complex elements. Your message should always be clear and compelling, regardless of the technological difficulties.