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)

 

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