Generating Customer Demand and Nurturing Leads & Prospects (14/9) -- Foundations in Digital Marketing

Generating Customer Demand and Nurturing Leads & Prospects 14 Mobile Marketing Learning Objectives By the end of this chapter, you should be able to: - Explain how to to develop a mobile marketing strategy - Describe several mobile-specific content options - Identify key factors that are unique in mobile experiences - Determine unique opportunities for targeting mobile users Mobile Marketing Strategy Mobile marketing refers to those activities that use and leverage mobile devices, e.g., tablets, phones, or watches, to connect with target audiences and to promote a brand’s products or services. Before diving into a variety of mobile marketing tactics and activities, let’s first develop a mobile marketing strategy. Your mobile marketing strategy is a subset of your overarching digital marketing strategy. This means your mobile marketing strategies should support and align with both your marketing and digital marketing goals and objectives. That said, since so many people are now accessing the internet using mobile devices, i.e., smartphones and tablets, a mobile marketing strategy may represent the core digital marketing strategy for a particular organization. This strategic decision will largely be driven by the target audiences and their mobile behaviours. To begin developing your mobile marketing strategy, you will want to ask the following key questions: - Where is our mobile strategy today? Ask yourself what mobile experiences have we already created, e.g., mobile-friendly website, mobile app, mobile marketing campaigns / outreach, email marketing campaigns, etc.? In essence, you want to take inventory of your mobile activities and then compare them to your competition. This approach is often referred to as situational analysis. Situational analysis is the process of critically evaluating the internal and external conditions that affect your organization.[1] Some common business frameworks used for this activity are SWOT Analysis, PESTLE Analysis, Porter’s Five Forces, 5 C Analysis, and VRIO Analysis. - Where do we want our mobile strategy to be in the future? When answering this question, think about what the ideal mobile customer experience should be. This experience should add significant value to your mobile audiences such that they are willing to give you their time and/or money for that “wow” experience. - How do we get there? In this final step, explore ways to deliver those mobile experiences that provide a sustainable competitive advantage. And as part of these considerations, identify the various mobile channels you want to use, e.g., a mobile website, mobile app, social media optimized for mobile, text messaging, etc. Mobile Advertising Content Channels Like other areas of digital marketing, content is a core element of mobile marketing. To ensure that your content is viewed, you need to make sure your content is optimized for a mobile experience. When reviewing your mobile content, think about the following areas: - Website If your