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The Mobile Marketing Roadmap

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Looking to map out your mobile implementation strategy? You’ve come to the right place. In this Mobile Roadmap you’ll find tactics you can use from the very first day of your mobile program to nine …

Looking to map out your mobile implementation strategy? You’ve come to the right place. In this Mobile Roadmap you’ll find tactics you can use from the very first day of your mobile program to nine months in. We’ll walk you through launching your first mobile campaign, automating your programs, and implementing advanced mobile tactics with ease. So, let’s get started!


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  • 1. A Step-by-Step Strategy Looking to map out your mobile implementation strategy? You’ve come to the right place. In this Mobile Roadmap you’ll find tactics you can use from the very first day of your mobile program to nine months in. We’ll walk you through launching your first mobile campaign, automating your programs, and implementing advanced mobile tactics with ease. So, let’s get started!1 Mobile Roadmap: A Step-by-Step Strategy
  • 2. Grow Your Lists You’re just starting to put your mobile strategy into action, and email is likely your bread and butter for reaching customers. So, using mobile to beef up your email list is a good first step—but there’s plenty more you can do to get your mobile program off the ground!Mobile Roadmap: A Step-by-Step Strategy 2
  • 3. 1-3 Months: Grow Your ListsGrow your email opt-in list via mobile. SMS and Push Messaging––Better TogetherIf gaining email opt-ins is your goal, then create plenty of opt-in opportunitiesvia text message—like, “Text JOIN and youremail@address.com to 12345 tosubscribe to our program”—or add an email opt-in to your mobile website or So, can SMS and push messaging workapp registration process. together? Absolutely! In fact, using SMSPromote your mobile campaigns. and push messaging together makes yourTo increase mobile interactions, you’ll need to promote your campaign across mobile program more robust and offersall channels—including social channels like Twitter, Facebook, and Pinterest.Promote your program with a simple and consistent message that encourages users additional choices for how they’dusers to opt-in and download your app. Remember, offering an incentive (like a like to be reached. SMS can be a great waydiscount or exclusive deal) can drive even more engagement. to promote your company’s app, whichSchedule welcome emails for every mobile interaction. opens the door to push messaging onceWhat better way to welcome your new SMS subscribers or mobile purchasersthan an email message with information relevant to your campaign—whether it’s a user has downloaded the app. This isa newsletter or an exclusive coupon, make it worthwhile! You can also encourage an important step as you piece togethersubscribers to download your company’s app (if you have one) so you canintroduce push messaging into your mobile strategy. the profile of each customer, because ExactTarget MobilePush can capture a wide array of useful data—including a user’s zip code, device type, interests, demographics, and more.3 Mobile Roadmap: A Step-by-Step Strategy
  • 4. Spark Real-Time Customer Engagement Now that your mobile program is up and running, you want customers to feel engaged and have an opportunity to interact with your brand on the spot. And as your mobile efforts mature, it’s critical to provide relevant and dynamic information that keeps subscribers wanting more.Mobile Roadmap: A Step-by-Step Strategy 4
  • 5. 4-6 Months: Spark Real-Time Customer EngagementIncrease real-time mobile interactions.Mobile isn’t just about gaining email opt-ins anymore, so it’s important to continue Email + Mobile = Cross-Channel Successgrowing your program in other ways. Consider creating a mobile voting campaignor text-in survey to engage with customers in real-time. Bonus: you get instant ExactTarget’s mobile products are fullyfeedback from your most engaged users! integrated with the Interactive MarketingLaunch an outbound mobile program. Hub®, so you can manage campaignsIt’s time to show your mobile users what you’re made of! Customers will interpretyour first mobile campaign as a preview of what’s to come—and, like it or not, they’ll across all channels in one place. Whendecide right away whether your messages are worth their time. Recurring deals you use ExactTarget Email withcan be a great way to help keep customers interested. But whether your offers areweekly or monthly, subscribers like consistency. MobileConnect™ and MobilePush, all of your communications can be planned,Encourage fans and followers to download your app.Social media and mobile go hand-in-hand—so why not make it easy for your fans created, and tracked with a single sign-and followers to engage with you via mobile? You can take the guesswork out of on—saving you time and money.downloading your app by promoting it via social media. Just ask your fans to text-infor a direct link to the app in the App Store or Google Play.5 Mobile Roadmap: A Step-by-Step Strategy
  • 6. Create a Mobile Experience Your mobile program is in full swing, and you’re looking to create highly personalized messages that are consistent across all areas of your business. Since you know your customer lifecycle well, why not seize the opportunity to streamline interactions using mobile?Mobile Roadmap: A Step-by-Step Strategy 6
  • 7. 7-9 Months: Create a Mobile ExperienceEmpower customers to interact with your brand in real-time. Ready to take your mobile strategyMobile doesn’t have to be a one way conversation—a simple text response allowssubscribers to tell you when they want key information. Subscribers can text in to even further?receive store hours, exclusive deals, recurring offers, and other important details.Similar programs can be executed in real-time through Twitter. Visit www.exacttarget.com/goeverywhere toCreate truly customized, one-to-one messages. download our advanced guide, 4 StagesAs your mobile program becomes more advanced, subscribers expectcommunications that speak directly to their behaviors, preferences, and history. With to a Smarter Mobile Strategy, and checkExactTarget you can trigger one-to-one messages, like bank statements or purchasesuggestions, for each individual subscriber. out additional resources.Ensure the customer experience is consistent across all channels.If your customer lifecycle takes place across more than one channel (most do), it’scrucial to maintain a consistent experience. Mobile is only a piece of what makesup your customer relationships—so be sure to audit your communications acrossall channels.7 Mobile Roadmap: A Step-by-Step Strategy
  • 8. ExactTarget MobileSolutionsExactTarget’s Mobile solutions are fully integrated with theInteractive Marketing Hub®, so you can manage campaignsacross all channels in one place. When you use ExactTarget,your mobile, email, SMS, push, and social marketing can beplanned, created, and tracked with a single sign-on.To learn more about ExactTarget Mobile solutions, or any of ourother products, give us a buzz at 1-866-558-9834. Connect anywhere, any time with ExactTarget Mobile marketing solutions. We’ll help you every step of the way. www.exacttarget.com/goeverywhere Mobile Roadmap: A Step-by-Step Strategy 8