5. Mobile Strategy Framework
Assess Target Audience behaviors
Planning & Identify Best Mobile Tactics
Strategy
Define Goals & Success Metrics
Customer
Define the User Experience
Experience Prioritize Content Areas
Integrate Mobile CTAs in Traditional
Execution
Layer Additional Mobile Tactics
Use Published Metrics
Measure &
Refine Learn and Optimize
7. Mobile Tactics by Audience Segment
The size of the circle represents the importance of the mobile tactic for a given marketing segment
Guiding 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 Metrics
Mobile 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 to
recruit
• Not every tactic will allow an opportunity to gather sample and cooperation rates vary for each tactic
Campaign objectives determine
which pre-defined questions should
be added to the survey design
• Survey can consist of 8-12
questions—depending 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 mApps
news, (re)search and shopping social games, music, banking
email
Source: Microsoft Future of Mobile
Study, 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 Role Tactic KPI List
Priority
High-level content KPIs:
Awareness
delivery Visits, Page Views, Unique Visitors, %
New Visitor, Bounce %, Avg Visit
Consideration Product/service overview Length, Avg Page Depth, Success Event
%, Video/Demo Views, Onsite Ad Click
Product/service detail through
Intent/Evaluate
and trials
Additional Data Views:
Purchase/Convert Commerce platform Top 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 be
Loyalty/Advocacy Relationship management segmented 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 Role Tactic KPI List
Priority
KPIs:
Awareness N/A
Downloads, Launches, App Actions,
Unique Users, % New User, Avg Session
Product/service Length, Success Event %, Video/Demo
Consideration
overview Views, Onsite Ad Clickthru
Demo and rich
Intent/Evaluate Additional 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 touch segmented by various user attributes
Loyalty/Advocacy
point such as: Device Type, First/Returning
User, Country, Carrier, etc. These will
often require additional configuration in
the measurement tools.
Assess how mobile can help meet your campaign goals (does your target use mobile and how?)Identifywhat mobile tactics best deliver on your KPIs (Apps, WAP, SMS, LBS, Mobile ads)Defineuser experience- Map the user paths to determine how can mobile enhance experiences and how do you want users to engage with your mobile contentPrioritizetop 3-5 content areas for mobile experience
Picking the most relevant mobile experiences for your audience is critical to optimal ROI. Whether is SMS/MMS/ or mobile email, mobile web. Apps, mobile gaming, or location based services, understand who you are trying to reach and choose the technologies they are most engaged with and that will meet your marketing objectives. Then close the loop by integrating video and social into the experience and use search and display (including rich media) to drive even more scale.
Now the seemingly age old debate of mobile web vs apps. According to the MSFT Future of Mobile study last year, the reality is that only 17% of people use apps most of the time (more than 51% of the time) while 58% of people use mobile web most of the time. But the lower number for apps doesn’t negate their importance. The key is to understand the different uses for apps vs mobile web. When it comes to mobile commerce activities like research, search, and shopping are the most relevant and where the mobile web pulls out ahead of apps. The caveat is retailers or companies with numerous product lines with moderate to high purchase frequencies – for them a dual mWeb and app strategy could be most successful.
Take this MSFT example for Office 2010The team understood the effectiveness of video to drive the brand but were not sure how effective it could be in mobile. The team included a MSFT Tag on all the print executions – each driving to the a page of the mobile site with imagery and content directly related to that particular execution. The content promoted was demo video that featured the same talent from the print ad. The other key feature of the mobile page was a field to sign up for a trial download of Office. Now with these simple connections, the static print ad is now engaging and interactive and measureable. The print add works harder
The last principle is to think about the unique shopper pains your target consumers experience and offer ways to solve for those needs. Here is a great example from Benjamin Moore. One of the most important aspects of redecorating is color coordinating. With this app created by Benjamin Moore – you are able to use the phone’s camera to take a picture or open an existing picture saved on your phone. Tap on anything in the picture and the app will detect its color and offer a palette of paint colors along with the name and product number and a link to retail locations to go buy it. This is a brilliant way to facilitate action with an existing consumer behavior to drive sales
You have put a stake in the ground and decide early that mobile is a part of your mix. Bash the bolted on mobile strategy and make sure mobile is a is at the table from the start and is integrated
Do your homework. Good marketing is consumer centric and that need for insights driven decisions is critical in mobile. Know your audience, know the market, and know what you are trying to achieve
The first principle is to leverage mobile to be a part of key consumer moments. Here is a fun example shared with us by one of MSFT’s mobile agency’s The Hyperfactory. A brand we all know whether we want to mention it or not lol Trojans. The team understood that the importance of being a apart of their consumer’s key moment – date planning. So they partnered with Pandora to offer this expandable banner leading to a concert listing hub based on the users customized radio stations. Date night delivered.Here is another example where the Trojans intends to help set the mood with custom radio stations. Again a nother important ingredient to a night that might include this productAnd they didn’t stop there – the team leveraged search. Out on a Sat night looking for the party? Throw those search terms in your mobile browser and along with the club or part locations, see a link for a trojans coupon as well as trojansbranded banner with city search listings All of these execution uniquely leverage conumser insights to integrate the brand into key moments that the target audience would be most inclined to make the purchase.