1. Mobile StrategyWIW- Seattle Spring Meeting March 21, 2013
Joy Liuzzo Barbara Pamplin1
2.
3. What is mobile marketing?
4. Every Touchpoint is an Opportunity toConnectMOBILE
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. Whats the best route to your audience?
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. 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. Mobile Web vs Mobile Apps mWeb mAppsnews, (re)search and
shoppingsocial games, music, banking emailSource: Microsoft Future
of MobileStudy, 2011
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. 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. FOOD FOR THOUGHT
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. Blur the lines14
15. Be a KNOW it all Audience InsightsMarket DynamicsBusiness
and Marketing Objectiveshttp://www.flickr.com/photos/yourdon/