A graphic illustration of a tablet with mobile icons coming out of the screen, representing taking the mobile approach to marketing.

If you want to stay a step ahead of the competition, then you need to take a mobile approach to your next marketing campaign.

At this point, the fact that the world is mobile-driven is difficult to deny. Mobile-ad spending increases exponentially from year to year, and with valid reason.  Projections for the next four years have mobile e-commerce spending at 45% of the market. Is it too late if your brand doesn’t already focus on a mobile approach? Not if you follow these 4 steps.

Entering the Mobile Channel

The first thing to take a look at when getting into mobile is optimization. Is your website optimized for mobile? Are your ads optimized for display on devices, screen sizes, and resolutions of all kinds? This will allow you to focus on things such as media buying in the proper place. You can’t get into mobile and not be optimized for it.

Mobile Targeting

Now it is time to find out what your target audience is doing on mobile so that you can put your ads in the right places. That could mean social media, specific apps, or even SMS marketing. Do you know the mobile behavior of your consumers?

Mobile Approach to Targeting Locally

Mobile searches are very often focused on the location of the person performing the search. That means marketing for mobile users is often about catching them in the right place. Targeting your ads to localized areas is a great way to reach the primary mobile audience. Contacting consumers at the right time and the right place is the recipe for conversion.

Leverage the Data

One of the best features about mobile campaigns is the ability to see measurable results. Use those results to your advantage. Focus on the types of campaigns that are working for you. Reexamine campaigns that are not performing as expected in order to discover what went wrong.

If your business is not already taking the mobile approach to advertising, you’re behind. However, that doesn’t mean you should sprint in without knowing what you are doing. That’s the equivalent of throwing away your precious ad dollars. Following the steps above can help you ease into the world of mobile advertising in a way that gives your campaigns value from day one.