There are three questions we consistently hear from clients when it comes to planning a mobile marketing program: When do we plan? How do we plan? How much does it cost?

In an article I recently contributed to Mobile Marketer’s Classic Guide to Mobile Advertising, I tackled some of these issues and offered advice to companies interested in launching mobile initiatives.

If you look at mobile as part of a long-range plan, it can be used to build lasting dialogues with customers. Find a way to create a conversation that delivers value and moves the consumer farther down the funnel with every interaction. As with any other channel, this means planning for what happens before, during and after big campaigns. With planning and proper goal-setting comes measurable results and a more actionable view of success or failure.

The question of how much to spend on mobile marketing is perhaps the most frequently asked, and unfortunately, there is no perfect answer. The key is to budget for ongoing conversations, not just campaigns. While your first mobile push will require some heavy lifting to acquire customers, once they’ve opted in, the cost of subsequent campaign efforts will go down.

While the mobile channel is unique, the essence of mobile programs is still marketing. There are some major differences from traditional marketing, but when you get down to it, you should approach it in a very similar way. 

Plan early. Define objectives clearly. Focus on customer relationships, not campaigns. Realize that when budgeting for mobile, the focus is on maximizing impact with the dollars you have available.

When planned correctly, mobile is one of the most powerful tools we have available to us as marketers. Don’t let a few questions keep you from harnessing that power. 

For more information and guidance on mobile advertising, be sure to check out Mobile Marketer’s Classic Guide to Mobile Advertising.