5 Strategies for Mobilizing Your Brand

1. Integrate your strategy. Mobile is a state of being, embedded in the lives of busy consumers. It's not a stand-alone channel or singular marketing tactic. Instead, mobile must work to ensure a brand is creating O.P.E.N. (on-demand, personal, engaging, networked) experiences with and for consumers. Don’t rush off on a tactical mission to launch a mobile site or app without first looking at how it plays in your customers’ lives, with your other channels, and how it mirrors the measure of your brand. That means having a strategy that brings mobile into the fold of your other channels (e.g., destination site, in-store, social, etc.) rather than treating it as a stand-alone or orbiting channel.