Monthly Archives: March 2014

The Mobile Strategy

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

 http://mashable.com/2012/07/26/mobile-marketing-tips-2/

Firstly we looked at what opportunities there are to connect on a mobile device? These are shown in the diagram below.

mobile marketing opps

 

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:

mobile marketing tactics

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?  

a good mobile website

Responsive Design

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/

Adaptive Design

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)

 

The Mobile Consumer

So we continue with Module 2 and look at mobile and mobile strategy!

What does your mobile make you feel?

We began this module by looking at how smartphones now completely dominate the world! There is now more mobile devices on the earth than people!

It is how we use these devices and what these smart phones make us feel that is important to a digital marketeer.

Your mobile is your personal companion that you take everywhere! 

Mobile Attributes

•Private
•Personalised
•Companion
•Portable
•Entertaining
•Convenient
•Intimate
•Diverting
•Documenting
•Locational
•Dependent
•Enabling

Could you leave the house without it? ( I know I certainly couldn’t )

We learnt that 78% of us don’t leave the house without our phone! We are constantly connected!

This Graph shows where we use our mobile devices.

mobile usage graph

 How Do We Use Our Mobiles?

These are the three main actions that we do on our mobile phones.

usage

Urgent Now: E.g.  Emails, Texts, Alerts

Repetitive Now: E.g. Check Football Scores

Bored Now: E.g. Facebook, Play Games


It is extremely important to understand the context of when a device is used. We can then look at which marketing techniques would work best on each device. Importantly on mobile 95% of people have researched a product on their phone. We must increasingly utilise the mobile as a point of purchase.

context is king

The customer journey is again is a vital element of utilising the power of mobile. We can see from the figure below at how different users shop across multiple devices at different times. And we are told that we will delve further into this in the next module! Which should be very interesting!

The diagram below outlines how different users buying habits have changed an now become multi platform multi device!!

multi device customer journey

 

Below is an intersting video on the mobile predictions of 2013? Have they come true?

Disruption + Change & Business Models

 So this is Module 2 and we are  sadly drawing to the end with assignment deadline day looming.

We began with understanding digital disruption and how it is affecting business:

 

Interesting the top 4 technologies that will disrupt with maximum impact on economic growth by 2025 are :

SMAC!

Social    /    Mobile    /   Automation of Knowledge (robotics) /  Cloud

With these in mind we were asked to look at innovation and create a digital business idea that ‘could make millions’ and then build a business model upon it.

The idea I created and pitched to my team was :

Untitled

As a team we very democratically looked over and voted for our favourite idea. Mine was unfortunately not chosen but the one I voted for was! 😀

We chose to create a food app  that will allow you to take instagram like photos of your dishes and rate and share them with your friends.

Having this idea we had to then utilise different business model planning approaches the one we chose which is also a favourite of digital agencies is SOSTAC: