Follow us on
Michael Becker

Inside Mobile Marketing

By Michael Becker

About Michael

Michael Becker is a mobile marketing industry leader, entrepreneur, volunteer and academic. Alongside Somo's North American-established teams in San Francisco, Los Angeles and New York, Becker leverages the company's premier mobile strategy, creative, media and technology services to help businesses extend their reach, build customer engagement, increase sales and improve efficiency. Specifically, Becker focuses on evangelizing and educating the marketplace on the potential of mobile marketing throughout the path-to-purchase and within specific market verticals. Becker founded and most recently held the position of VP Mobile Strategies at an industry-leading mobile marketing solutions provider, iLoop Mobile, which earned the 2007 MMA Innovation of the Year Award. Prior to assuming the role of Manager Director of North America, Becker served on the MMA Global Board of Directors and the MMA North American Board of Directors.



Michael Della Penna
Putting Pinterest to Work for Your Brand
Apr 20, 2012

Pinterest is the new hot property. Overnight this visual curation powerhouse has generated more traffic to websites than Twitter, Google+,...

Customer Experience Commerce

Jeannie Walters
Why Customer Experience Trumps User Experience
Jan 29, 2014

Whenever I'm asked to explain customer experience, I'm always hard-pressed for a short, easily digested answer. It's just so huge!...

Engagement Matters

Stephanie Miller
3 Key Lessons for Mobile Email Marketers
Mar 1, 2012

With mobile devices ranging from smartphones to iPads to e-readers to netbooks, the question isn't if you need a mobile strategy for...

Redefining Performance Marketing

Craig Greenfield
Facebook's Timeline for Brands: A Facebook Performance Opportunity
Mar 29, 2012

Facebook's new Timeline for Brands enables marketers to foster engagement with participants. This engagement can equal Facebook performance. Brands can...

15 Minutes Ahead

Luis Hernandez
How Evolving Mobile Behaviors are Raising the Stakes for Marketers
Jan 5, 2012

While none would argue that 2011 was the year of the mobile app, marketers have been hearing more noise about...

The View From Here

Melissa Campanelli
Everything You Want to Know About Email Marketing … and More
Nov 3, 2011

With the holidays fast approaching, it's a great time for email marketing professionals to give their programs a much needed...

Digital Marketing Takes Action

Heidi Cohen
Which is Better for Mobile Shopping, Tablets or Smartphones?
Jul 7, 2011

Are you wondering whether it’s worth providing your online retail offering on tablets, particularly the iPad? Are you also facing...

Ways of Thinking

Thorin McGee
A Facebook Fan is $136 in Lifetime Value, $3.60 in Media Impressions
Jun 29, 2010

The lifetime value of a Facebook fan is about $136 to top brands, according to this study on Facebook fan...

Factors to Consider When Finalizing Your Mobile Marketing Budget, Part 1


The age of mobile marketing is upon us. Simply put, mobile marketing is the process of mutual engagement and value exchange between marketers and consumers "through" and "with" mobile media. And boy, is value being exchanged.

Value is exchanged through mobile media when consumers and marketers directly engage each other through one of the many mobile media paths. Value is exchanged with mobile media when a mobile call to action is placed in a traditional digital ad. The consumer is then invited to pull out their phone and engage with the marketer.

Marketers are using mobile to generate brand awareness, prospect and acquire customers, retain and generate loyalty with customers, support customers, and stimulate positive word-of-mouth marketing through social media and a wide range of marketing initiatives.

Consumers are using mobile to communicate with their peers and marketers, to obtain information to help them make informed purchase decisions, to receive promotional value of some sort (e.g., discounted offers), or to simply be entertained. They’re text messaging to receive coupons or make charitable donations. They're downloading apps and scanning UPC and 2-D barcodes to get product information. They're visiting mobile websites, playing games, checking in with Fourquare or Facebook Places, and so much more.

Jeff Bezos, founder and CEO of, recently reported that within the last 12 months, "customers around the world have ordered more than $1 billion of products from Amazon using a mobile device."

On a smaller but no less impactful scale, shoe and apparel retailer Steve Madden revealed that within the first six months of launching its mobile website it directly generated $521,000 in revenue, and mobile influenced an additional $2.5 million to $3.0 million in incremental revenue. Wow! Mobile works.

So, how does your brand get in on this action? How can it start engaging its audience through and with mobile marketing? How much is this going to cost you or your customers?

Budgeting for mobile marketing
Given all the opportunities that can be had with mobile marketing, it can often be hard to budget for it. In order to budget properly, consider a number of factors: your approach, up-front costs, variable costs and timing.

Below you’ll find a high-level overview of the cost drivers for both up-front mobile marketing program investments and program variable fees.

Mobile marketing approached
When launching a mobile marketing program, you must deliver five building blocks:    

  1. a strategy;    
  2. effective creative (the imagery and language needed to stimulate engagement with your audience);    
  3. ability to execute;    
  4. technology to deliver through and with the eight mobile media paths (aka mobile platform); and    
  5. measurements and analytics solutions to monitor and gain insight from your efforts.

There are four approaches to get these five tasks done, both at a company and individual campaign-level:   

  • Agency: In this approach, you work with a marketing agency that does everything for you.
  • Do it yourself: In this approach, you attempt to tackle everything yourself.
  • Platform: In this approach, you license a third-party software solution(s) and measurement tools, but you're responsible for handling the strategic, creative and execution using in-house resources and licensed software solutions.  
  • Hybrid: In this approach, you apply a combination of the three approaches above to accomplish the five building block stages.

Stay tuned for part two of this series when I'll examine a mobile marketing program's cost centers.


Click here to leave a comment...
Comment *
Most Recent Comments: