Mobile Marketing Strategy: An introduction to mobile websites & mobile apps

In the modern-day marketing mix, companies must choose from an increasing array of channels to sell their products or services and connect with their users. Whereas television, print and online advertising have traditionally dominated this promotion arena, mobile now accounts for more than half of all search traffic in at least 10 countries and an increasing proportion of advertising in many markets. Improvements in technology have also made it easier for companies to develop innovative business models that rely on mobile interfaces and heighten users' dependency on this tool. As users become increasingly reliant on their mobile devices, it is indispensable for every company to consider launching its own mobile strategy. This note gives managers guidance on formulating a mobile strategy as well as on identifying best practice for designing mobile websites and mobile apps.