1. 1. Mobile StrategyWIW- Seattle Spring Meeting March 21, 2013 Joy Liuzzo Barbara Pamplin1
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3. 3. What is mobile marketing?
4. 4. Every Touchpoint is an Opportunity toConnectMOBILE
5. 5. Mobile Strategy Framework Assess Target Audience behaviorsPlanning & Identify Best Mobile Tactics Strategy Define Goals & Success Metrics Customer Define the User ExperienceExperience Prioritize Content Areas Integrate Mobile CTAs in Traditional Execution Layer Additional Mobile Tactics Use Published MetricsMeasure & RefineLearn and Optimize
6. 6. Whats the best route to your audience?
7. 7. Mobile Tactics by Audience SegmentThe size of the circle represents the importance of the mobile tactic for a given marketing segmentGuiding Principles of Tactics: mobile usage behavior of each segment, propensity to own a smartphone, propensity to access mobile media and demographic profile..
8. 8. Standardizing Mobile Attitudinal MetricsMobile tactics chosen for the campaign determines the location(s) of the survey deployment mWeb, mDisplay, mSocial, etc.Sampling method for each specific tactic requires placement of banner, button, or text link torecruit Not every tactic will allow an opportunity to gather sample and cooperation rates vary for each tacticCampaign objectives determinewhich pre-defined questions shouldbe added to the survey design Survey can consist of 8-12 questionsdepending on the sampling methodology and expected audience reach Each survey design should include basic demographics based on B2B or B2C audience and segment definitions
9. 9. Mobile Web vs Mobile Apps mWeb mAppsnews, (re)search and shoppingsocial games, music, banking emailSource: Microsoft Future of MobileStudy, 2011
10. 10. Mobile Web: Overview Tactic Definition: Mobile Web refers to a site developed specifically for use on an internet-connected mobile device. Mobile Web sites are optimized for mobile browsers, which have different capabilities than full computer browsers.Marketing Objective &Tactic RoleTactic KPI ListPriority High-level contentKPIs:Awarenessdelivery Visits, Page Views, Unique Visitors, % New Visitor, Bounce %, Avg VisitConsideration Product/service overview Length, Avg Page Depth, Success Event %, Video/Demo Views, Onsite Ad Click Product/service detailthroughIntent/Evaluateand trials Additional Data Views:Purchase/ConvertCommerce platformTop Content Viewed, Top Referrers, Top Search Terms, Onsite Search Terms, Devices, Outbound Links, Countries, Entry Pages, Exit Pages, Carriers, Campaign IDs Drilling Down: Most of the KPIs noted above can beLoyalty/AdvocacyRelationship managementsegmented by various user attributes such as: Device Type, Screen Size, New/Returning Visitor, Referring Site, Search Engine/Term, etc. These will often require additional configuration in the measurement tools.
11. 11. Mobile Apps: Overview Tactic Definition: Mobile App refers to a lightweight internet application developed exclusively to run on smartphone or tablet devices. Mobile Apps can provide a similar experience as a mobile website but can be tailored for one or a small number of uses. Apps can also leverage phone features (i.e. cameras) that mWeb cannot. Marketing Objective &Tactic RoleTactic KPI List Priority KPIs:Awareness N/A Downloads, Launches, App Actions, Unique Users, % New User, Avg Session Product/service Length, Success Event %, Video/DemoConsiderationoverview Views, Onsite Ad Clickthru Demo and richIntent/EvaluateAdditional Data Views: experience platform Top Content Viewed, Top Referrers, Top Search Terms, Onsite Search Terms,Purchase/Convert Commerce platform Devices, Outbound Links, Countries, Entry Pages, Exit Pages, Carriers, Campaign IDs, App Versions Drilling Down: Most of the KPIs noted above can be Relationship touchsegmented by various user attributesLoyalty/Advocacypointsuch as: Device Type, First/Returning User, Country, Carrier, etc. These will often require additional configuration in the measurement tools.
12. 12. FOOD FOR THOUGHT
13. 13. Mobile from the First Moment Integrated at step one Integral to campaign idea All partners at the tablehttp://www.flickr.com/photos/yourdon/
14. 14. Blur the lines14
15. 15. Be a KNOW it all Audience InsightsMarket DynamicsBusiness and Marketing Objectiveshttp://www.flickr.com/photos/yourdon/
16. 16. Be A Part Of KeyBe a part of key moments
17. 17. Questions? Lets Talk