Which mobile channels should brands support?
From the blog:
Most organizations struggle with deciding which mobile channels to support.
There are costs and trade-offs with each of the channels. Yet it is important to reach all your customers and do it through the medium that they prefer.
The best approach of course is to support all the channels. However, there are reasons to build business cases around independent channel costs.
Many companies prefer to roll out channels independently, so they limit risk, measure the impact of adding a new channel, and provide a steady stream of marketing events. Understanding the impact of each channel on your business helps you prioritize and understand the costs of inaction.