Continuing in Module 3 after understanding the importance and power of mobile devices we looked at how to create an effective mobile strategy and how to become a highly effective mobile marketeer.
The 6 Habits of Highly Effective Mobile Marketers
1. Be Mobile-Centric
2. Make a New Argument
3. Keep an Open Mind
4. Always Be Relevant
5. Follow the Leaders
6. Be the Change
Firstly we looked at what opportunities there are to connect on a mobile device? These are shown in the diagram below.
The most important thing when looking at a mobile marketing strategy is to SOLVE THE CUSTOMER JOURNEY. (again going into further in the next module ZMOT? UMOT? )
What issues are the customers trying to solve?
And what problems are the brands trying to overcome?
Is it? Acquisition – Loyalty – Branding – Content Distribution – Sales – Awareness – Accounts
What opportunities are available and what tactics to use with a mobile strategy depend on what problem you are trying to solve or overcome.
Within each of the opportunities with a mobile strategy it is important to use insights to identify the best tactics to use within a specific campaign! These can be seen by the image below:
The Key Points within a Mobile Strategy
- Understand the Customers Needs
- Your Mobile is very personal
- Is it adding real value to the business?
What Makes A Good Mobile Site?
Design of the site changes for each device being used for a consistent and easy user experience.
A great example is http://www.firebox.com/
Design of the site is specific for mobile (not always consistent with desktop site)
A great example is http://www.marksandspencer.com/
Always remember MoSCoW prioritization when building a site:
Must or Should or Could or Won’t
- M – MUST: Describes a requirement that must be satisfied in the final solution for the solution to be considered a success.
- S – SHOULD: Represents a high-priority item that should be included in the solution if it is possible. This is often a critical requirement but one which can be satisfied in other ways if strictly necessary.
- C – COULD: Describes a requirement which is considered desirable but not necessary. This will be included if time and resources permit.
- W – WON’T: Represents a requirement that stakeholders have agreed will not be implemented in a given release, but may be considered for the future. (note: occasionally the word “Would” is substituted for “Won’t” to give a clearer understanding of this choice)