MOBILE MARKETING PLAN€¦ · policy and BYOD security Enterprise-wide dashboard with visual...
Transcript of MOBILE MARKETING PLAN€¦ · policy and BYOD security Enterprise-wide dashboard with visual...
Follow this simple step-by-step playbook to implement a Mobile Marketing plan that engages the increasing number of mobile users who are interacting with your brand.
MOBILE MARKETING PLANPlaybook & Toolkit
Table of Contents MOBILE MARKETING PLAN
Introduction 06
Conclusion 24
Framework 03
Maturity Model 04
About This Playbook 25
Assess Current Situation 07
10Mobile Marketing Plan
13Implement Your Strategy
17Govern Mobile
20Monitoring Competition
22Measuring Results
stage
stage
stage
stage
stage
stage
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Top Mobile Resources DatabasePlanning Checklist
Channel Selection Tool
Risk Assessment Tool
RFP Template
Metrics Dashboard
Usage Survey
Mobile Device Policy TemplateStrategy Scorecard
Readiness Assessment
Business Case
Project Charter
MOBILE MARKETING PLANFramework
Leverage the framework below to quickly empower your organization’s mobile marketing strategy.
Click the buttons below to access all related training, tools, templates, and other resources.
Mobile App Launch Guide
Mobile Application Type Assessment
Competitive TrackingMobile Manager Job Description
Building a Mobile-Friendly Website
Vendor Selection Tool
GOVERN4 MONITOR5PLAN2 STRATEGY3 MEASURE61 ASSESS
Orientation
STAGE 1 - UndefinedSTAGE 2 - Progressive
STAGE 3 - MatureSTAGE 4 - World-Class
Development Focus
No defined strategy or process for Mobile Marketing
Ad hoc app development; Focuses on device & software used; Relies on point tools
Basic design, develop & deploy tools for native, web & hybrid development; Focus on visual & audio customer experience
Robust platform for native, web & hybrid development with focus on customization, interaction & app devel-opment integration
End-to-end platform development, deployment & engagement; Applica-tion Generator for write once deploy everywhere
Defined strategy and processes exists for Mobile Marketing in uncoordinated pockets in an organization
Defined, integrated strategy and processes exists for Mobile Marketing across an Enterprise.
Defined, integrated strategy for Mobile Marketing exists across the Enterprise; Campaigns are tracked & measured by level of engagement & revenue impact
Leadership Skeptical of value of Mobile Marketing; Willing to fund isolated projects and/or test pilot
Views mobile as new marketing channel; Allocates budget & staff resources
Long-tern commitment; willing participant; Resources for growth
Views mobile as strategic function; Fully funds; Organization aligned around mobile as a marketing “spear point”
Technology & Interoperability
Uses MBaaS for shared infrastruc-ture for app execution; Mobile opti-mized APIs for public and Enterprise connectors
Templates for fast development; No interoperability with Enterprise systems
Support for app lifecycle management, multiple plug-ins for customization; Limited interoperability with systems
Enterprise interoperability includes full security, synchronization & deployment
Mobile Marketing
MOBILE MARKETINGMaturity Model
Customer Engagement
Budget &Staff
Management & Policy
Metrics
No budget exists; Spending & staffing is ad hoc
Facilitates content creation, delivery and engagement with mobile website editors, support for QR codes and NFC tags
No formal management or policy for mobile app deployment
No formal measurements in place
Has department device manage-ment & app lifecycle management plans in place
Analytics to monitor & track app perfor-mance, such as QR codes, SMS & web traffic by device and mobile ads
Has Enterprise device management & app lifecycle management policies & policy admin function in place
Dashboard monitors app performance, device usage and location; User engagement by content asset
Has robust app & device management support that includes Enterprise mobile policy and BYOD security
Enterprise-wide dashboard with visual representation of user acqui-sition & engagement by behavior, experience, etc.
Budget allocated; Defined roles & responsibilities for Mobile Marketing
Customer engagement via mobile payments, content & subscription management and multi-channel messaging
Budget with business case to justify spend; Dedicated internal point person for Mobile Marketing
Full-function mobile content engagement & monetization; Includes app customiza-tion, asset management, localization, etc.
Budget connected to marketing goals; Organization aligned for maximum impact in Mobile Marketing
Comprehensive content engagement & monetization; Metrics for mobile personas & usage patterns; Multi-de-vice webs
STAGE 1 - Undefined STAGE 2 - Progressive STAGE 3 - Mature STAGE 4 - World-ClassMobile
Marketing
MOBILE MARKETINGMaturity Model
V I E W R E S O U R C EWant to rate your organization’s Mobile Marketing maturity with an interactive tool? Download our Mobile Marketing Maturity Assessment and get started today!
6MOBILE MARKETING PLAN
Assess Current Situation
Mobile Marketing Plan
Implement Your Strategy
Govern Mobile
Monitoring Competition
Measuring Results
1 2 3 4 5 6
Introduction
How to Use This Playbook
This playbook consists of six stages, each with a description, steps, and action items. Action items include using our premium tools and templates. Our intention with this playbook is to help you:
Plan a mobile marketing strategy that engages mobile
users interacting with your brand
Understand mobile marketing and identify opportu-
nities to improve your organization’s capabilities
Evaluate your organization’s readiness to adopt a
mobile marketing strategy
Stage 1 - Assess Current SituationReadiness Assessment, Business Case, Project Charter
Stage 4 - Govern MobileMobile Device Policy, Usage Survey, Mobile Marketing Manager Job Description
Stage 5 - Monitoring CompetitionCompetitive Tracking Tool
Stage 3 - Implement Your StrategyResources Database, Mobile Application Type Assessment, RFP, Vendor Selection
Stage 2 - Mobile Marketing PlanPlanning Checklist, Channel Selection, Strategy Scorecard, Risk Assessment
Stage 6 - Measuring ResultsMobile Marketing Metrics Dashboard
Outputs from This Playbook
Assess Current SituationSTAGE 1
MOBILE MARKETING PLAN
In this Stage, you will focus your efforts around analyzing your readiness to adopt a mobile marketing strategy, make the case for an investment in resources, and put a high-level project plan together.
Key steps in this stage include:
STEP 1: Conduct a Mobile Marketing Readiness Assessment
STEP 2: Build a Mobile Marketing Business Case
STEP 3: Create a Mobile Marketing Project Charter
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Introduction
Assess Current Situation
1
Senior Management Commitment
Alignment with Goals & Objectives
Knowledge, Trends & Regulations
Planning
Staff, Systems & Training
Executive Summary
Opportunity Overview & Key Success Factors
Assumptions & Decision Making Criteria
Business Impact Analysis
Risks & Contingency Plans
Recommendations
Conduct a Readiness Assessment Build a Mobile Marketing Business CaseSTEP 1 STEP 2
Action Item Action Item
Use the Mobile Marketing Readiness Assessment to iden-tify your organization’s preparedness to create and imple-ment a mobile marketing business strategy.
Use the Mobile Marketing Business Case to convince senior management that pursuing a mobile marketing strategy makes financial sense for the organization.
Areas of the readiness assessment include: Sections of your business case should include:
V I E W R E S O U R C E V I E W R E S O U R C E
Mobile Marketing Plan
Implement Your Strategy
Govern Mobile
Monitoring Competition
Measuring Results
2 3 4 5 6
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Project Overview
Description
Key Success Factors
Risk Identification
Project Stakeholders
Communications Plan
Decision Rights
Approval
Create a Mobile Marketing Project CharterSTEP 3
Action Item
Use the Mobile Marketing Project Charter to establish a clear project scope, decision rights, and executive sponsor-ship for the initiative.
Sections of your project charter should include:
V I E W R E S O U R C E
Introduction
Assess Current Situation
1Mobile
Marketing PlanImplement Your
StrategyGovern Mobile
Monitoring Competition
Measuring Results
2 3 4 5 6
Mobile Marketing PlanSTAGE 2
MOBILE MARKETING PLAN
In this Stage you will work with your team to select the right mobile marketing tactics and channels to use; determine your objectives, metrics, and timeframes; and identify and mitigate project-related risks.
You will perform the following actions build a mobile marketing plan:
STEP 1: Review the Planning Checklist
STEP 2: Select the Right Mobile Channels
STEP 3: Create a Strategy Scorecard
STEP 4: Perform a Risk Assessment
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Introduction2
Mobile Marketing Plan
Stage
Task
Owner
Start Date
Mobile Display Ads
Mobile Coupons
Mobile Applications
QR Codes
SMS Text
Mobile Rich Me
End Date
Duration
Status
Review the Planning Checklist Select the Right Mobile ChannelsSTEP 1 STEP 2
Action Item Action Item
Use the Mobile Marketing Planning Checklist to outline the key tasks and assign ownership and due dates to manage this project from a high level.
Use our Mobile Marketing Channel Selection Tool to iden-tify which mobile marketing channels will be the best fit for your organization.
Sections to include in your review include: Channels in your analysis might include:
V I E W R E S O U R C E V I E W R E S O U R C E
Assess Current Situation
Implement Your Strategy
Govern Mobile
Monitoring Competition
Measuring Results
1 3 4 5 6
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STEP 3 STEP 4
Objectives
Programs & Initiatives
Metrics & KPIs
Timeframes and Goals
Event or Risk Description
Expected Outcome
Impact
Probability
Risk Mitigation Plan
Create a Mobile Strategy Scorecard Perform a Risk Assessment
Action Item Action Item
Use our Mobile Marketing Strategy Scorecard to provide senior management with a one-page document that clearly outlines your plan of attack.
Use our Mobile Marketing Risk Assessment Tool to consider any potential pitfalls or risks that could affect your program’s success, then brainstorm ways to mitigate these risks.
Key information to include in scorecard: What is included in a risk assessment?
V I E W R E S O U R C E V I E W R E S O U R C E
Introduction2
Mobile Marketing Plan
Assess Current Situation
Implement Your Strategy
Govern Mobile
Monitoring Competition
Measuring Results
1 3 4 5 6
Implement Your StrategySTAGE 3
MOBILE MARKETING PLAN
In this Stage you will implement the programs outlined in your mobile marketing strategy scorecard. Many companies start by making their website mobile-friendly, or building a mobile application for their
customers. In many cases an outside partner will be required. Key activities for this Stage include
STEP 1: Gather Mobile Marketing Resources
STEP 2: Consider a Mobile Application
STEP 3: Make Your Website Mobile-Friendly
STEP 4: Contract a Mobile Partner
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Association
News
Directory
Coalition
Community
Stay Connected – maintain a 24/7 connection with your customers & prospects
Cache – having the first mobile app in your industry puts your brand out front
Accessibility – make it as easy as possible for customers/prospects to engage
Visibility – users see their dashboard of apps daily; keep your brand in front of them
Ease of Use – don’t frustrate the users who want to view your website on a small screen
Gather Mobile Marketing Resources Consider a Mobile ApplicationSTEP 1 STEP 2a
Action Item Action Item
Use the Top Mobile Marketing Resources Database to identify resources that can help to equip your team in your mobile marketing journey.
Use the How-to Guide: A Mobile App Launch Guide to learn more about how you can launch a mobile applica-tion that keeps users engaged with your brand when they are on the go.
Types of resources you will encounter include: Benefits of launching a mobile application:
Introduction
Implement Your Strategy
3
V I E W R E S O U R C E
Assess Current Situation
Mobile Marketing Plan
Govern Mobile
Monitoring Competition
Measuring Results
1 2 4 5 6
A MOBILE APP LAUNCH GUIDE
How-to GuideV I E W R E S O U R C E
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Native: application resides on smartphone
Web App: application is available from a mobile web-browser
The importance of being mobile-friendly
Key characteristics of mobile-friendly websites
Benefits of converting your website to mobile-friendly
Action Plan
Consider a Mobile Application Make Your Website Mobile-FriendlySTEP 2b STEP 3
Action Item Action Item
Use the Mobile Application Type Assessment to determine whether you should work with I/T to build a Native or Web application to support your mobile users.
Use the How-to Guide: Building a Mobile-Friendly Website to learn why you need to ensure that your website looks good for mobile users.
What is the difference between a Native and Web application? What will you learn with this guide?
V I E W R E S O U R C E
Introduction
Implement Your Strategy
3Assess Current
SituationMobile
Marketing PlanGovern Mobile
Monitoring Competition
Measuring Results
1 2 4 5 6
BUILDING A MOBILE-FRIENDLY
WEBSITE How-to Guide
V I E W R E S O U R C E
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Company Information
Statement of Work
Proposal Submission Procedure
Score of Work & Requirements
Estimated Budget
Experience, Skill-Set & Approach
Architecture, Technology & Design
Pricing, Deployment & Training
Referrals & Sample Solutions
Contract a Mobile Marketing Partner Contract a Mobile Marketing PartnerSTEP 4a STEP 4b
Action Item Action Item
Use the Mobile Marketing RFP Template to document your requirements for a mobile solution and then send this to your short-list of potential partners to get some proposals.
Use the Mobile Marketing Vendor Selection Tool to compare potential agencies and contractors to ensure you select the right firm for your needs.
What goes inside a request for proposal (RFP)? Sections of the evaluation include:
V I E W R E S O U R C E V I E W R E S O U R C E
Introduction
Implement Your Strategy
3Assess Current
SituationMobile
Marketing PlanGovern Mobile
Monitoring Competition
Measuring Results
1 2 4 5 6
Govern MobileSTAGE 4
MOBILE MARKETING PLAN
To this point, you have developed your mobile marketing plan and implemented your programs. Now, your focus needs to shift to internal governance and
mobile-device usage for your employees. In this Stage you will:
STEP 1: Craft a Mobile Manager Job Description
STEP 2: Survey Employees on Mobile Usage
STEP 3: Write a Mobile Device Policy
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Introduction
Govern Mobile
4
Manage mobile ad campaigns
Stay current on mobile trends & developments
Report on mobile program metrics
Research best practices on mobile marketing
Attend mobile conferences & events
Can provide insight into how consumers and organiza-tions are adapting to the explosion of mobile device usage without doing costly market research.
Craft a Mobile Manager Job Description Survey Employees on Mobile Usage STEP 1 STEP 2
Action Item Action Item
Use the Mobile Marketing Manager Job Description to outline the key responsibilities and requirement for this new position in your organization, or add these to an existing job description.
Use the Mobile Marketing Usage Survey to learn more about how your employees and customers are currently using mobile devices, applications, and channels such as QR codes.
What are the main responsibilities for this position? Why is this an important exercise?
V I E W R E S O U R C E V I E W R E S O U R C E
Assess Current Situation
Mobile Marketing Plan
Implement Your Strategy
Monitoring Competition
Measuring Results
1 2 3 5 6
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Purpose
Applicability
Responsibilities
Affected Technology
Policy & Acceptable Use
Policy for Non-Compliance
Write a Mobile Device PolicySTEP 3
Action Item
Use the Mobile Device Policy Template to govern the use of mobile devices by your employees and contractors to ensure secure access to corporate resources outside of the company.
Sections of the policy include:
V I E W R E S O U R C E
Introduction
Govern Mobile
4Assess Current
SituationMobile
Marketing PlanImplement Your
StrategyMonitoring
CompetitionMeasuring
Results
1 2 3 5 6
Monitoring CompetitionSTAGE 5
MOBILE MARKETING PLAN
In this Stage you will be setting up a process for monitoring your competitors and their mobile marketing activities. This is a simple and effective method for learning new strategies and keeping
tabs on your top competitors. Your only activity in this Stage is to:
STEP 1: Set Up Competitive Tracking Process
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Introduction5
Mobile Application Stats
SMS Programs
QR Code Campaigns
Other
Set Up a Competitive Tracking ProcessSTEP 1
Action Item
Use the Mobile Marketing Competitive Tracking Tool to create a process for monitoring and tracking the mobile marketing programs your competitors are deploying.
What information should be included in the tool?
V I E W R E S O U R C E
Assess Current Situation
Mobile Marketing Plan
Implement Your Strategy
Govern Mobile
Measuring Results
1 2 3 4 6
Monitoring Competition
Measuring ResultsSTAGE 6
Now that you have implemented your mobile marketing programs, you need to track the results of your campaigns and other relevant information. In this Stage you will:
STEP 1: Build a Mobile Marketing Metrics Dashboard
MOBILE MARKETING PLAN
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Introduction
Measuring Results
6
Total # QR Code Impressions
Conversions from QR Landing Pages
Revenue Generated from SMS
# Display Ad Impressions
Clicks by Mobile App Ad Location
Revenue Generate by Rich Media Display Ads
Build a Mobile Marketing Metrics DashboardSTEP 1
Action Item
Use the Mobile Marketing Metrics Dashboard to track your metrics from your mobile marketing programs and generate a dashboard of charts for communication and reporting.
Following are some key metrics you want to analyze:
V I E W R E S O U R C E
Assess Current Situation
Mobile Marketing Plan
Implement Your Strategy
Govern Mobile
Monitoring Competition
1 2 3 4 5
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Conclusion
At the end of any project, it’s always a good idea to review it and identify areas for improvement.
Demand Metric has the tools and expertise to help you build an effective Mobile Marketing program:
Create or audit your existing Mobile Marketing strategy plan
Assist with using any of the tools referenced in this playbook
Provide hands-on marketing assistance to accelerate achieving your marketing department’s goals.
To learn more, contact Demand Metric: [email protected]
MOBILE MARKETING PLAN
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About This PlaybookThe ANA (Association of National Advertisers) makes a difference for individuals, brands, and the industry by driving growth, advancing the interests of marketers and promoting and protecting the well-being of the marketing community.
Founded in 1910, the ANA provides leadership that advances marketing excellence and shapes the future of the industry. The ANA’s membership includes more than 1,000 companies with 15,000 brands that collectively spend or support more than $400 billion in marketing and adver-tising annually. The membership is comprised of more than 750 client-side marketers and 300 associate members, which include leading agencies, law firms, suppliers, consultants, and vendors.
Further enriching the ecosystem is the work of the nonprofit ANA Educational Foundation (AEF), which has the mission of enhancing the understanding of advertising and marketing within the academic and marketing communities.
MOBILE MARKETING PLAN
About This Playbook
MOBILE MARKETING PLAN
Demand Metric is a marketing research and advisory firm serving a membership community of over 106,000 marketing professionals and consultants in 75 countries.
Offering consulting playbooks, advisory services, and 500+ premium marketing tools and templates, Demand Metric resources and expertise help the marketing community plan more efficiently and effectively, answer the difficult questions about their work with authority and conviction, and complete marketing projects more quickly and with greater confidence — thus boosting the respect of the marketing team and making it easier to justify resources the team needs to succeed.
To learn more about Demand Metric, please visit www.demandmetric.com
© Demand Metric Research Corporation. All Rights Reserved.
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