The Crawl, Walk, Run, Fly Approach for Doing Mobile Right

June 8, 2016 — by Michael Weaver    

This article originally appears on iMedia Connection. 

A lot of marketers are “doing mobile” — but as part of something else as opposed to making “everything else” a part of mobile. Approaching it this way means failing to do mobile with intent and purpose in a world that’s completely driven by mobile. In 2015, mobile received the highest percentage of digital ad spend it’s ever had, at 52.4 percent, with roughly $30.45 billion dollars spent. In the next four years, 45 percent of total e-commerce is expected to transact on mobile, generating roughly $284 billion dollars in sales. Are you, dear marketer, planning to share in this pool of revenue? If yes, then you need to change the way you’re doing mobile. Here’s an approach that can help.

If you’re already “doing mobile,” what’s to follow might knock you back a few pegs. Because while you may already be at, say, the “Run” phase, if you didn’t complete the “Crawl” and “Walk” phases correctly, you likely aren’t really getting the most out mobile. You need to do each step effectively to maximize mobile and reap the biggest rewards. Here is a breakdown of each phase and the questions to ask yourself and your business to get on the right path.


Treat mobile as a different channel, not necessarily an extension of display. Optimize media buying/marketing tactics to purposefully reach consumers on the right mobile device using mobile-specific creative units.

Questions to ask:
– Are your ad creatives optimized for mobile devices?
– Are you comparing display versus mobile performance and optimizing accordingly?


Identify and specifically target consumers based on mobile-specific characteristics, such as app IDs (supply whitelist), location, and second-party data, including weather. Execute campaigns against mobile-specific outcomes like app downloads and mobile commerce.

Questions to ask:
– Are you targeting audiences on mobile using mobile-specific characteristics?
– Are your mobile campaigns tied to true mobile outcomes?

Read the rest of the article here.