Mobile Marketing Plan Methodology

Mobile Marketing 01 Executive Summary
01 Prepare
02 Situation Analysis
02 Plan
Plan Methodology 03 Planning
03 Implement
04 Administration
04 Monitor
05 Measurement
Follow this simple, step-by-step, methodology 05 Govern
06 Budget
to implement a Mobile Marketing plan that
06 Measure
engages the increasing number of mobile
users who are interacting with your brand.

© 2013 Demand Metric Research Corporation. All Rights Reserved.

How to Use this Consulting Methodology:
This methodology consists of six stages, each with a description, steps and action items.

Action items include using our premium tools & templates. Our intention with this methodology

is to help you:

1. Understand mobile marketing and identify opportunities to improve your organization’s capabilities.

2. Evaluate your organization’s readiness to adopt a mobile marketing strategy.

3. Plan a mobile marketing strategy that engages mobile users interacting with your brand.


Major Outputs from this Process:
Stage 01 – Readiness Assessment, Business Case, Project Charter

Stage 02 – Planning Checklist, Channel Selection, Strategy Scorecard, Risk Assessment

Stage 03 – Resources Database, Mobile Application Type Assessment, RFP, Vendor Selection

Stage 04 – Mobile Device Policy, Usage Survey, Mobile Marketing Manager Job Description

Stage 05 – Competitive Tracking Tool

Stage 06 – Mobile Marketing Metrics Dashboard


01 Prepare 04 Govern
Prepare 02 Plan 05 Monitor
03 Implement 06 Measure

STAGE 01 – ASSESS CURRENT SITUATION
In this Stage, you will focus your efforts around analyzing your readiness to adopt a mobile marketing
strategy, make the case for an investment in resources and put a high-level project plan together.

Key steps in this stage include:

1. Conduct a Mobile Marketing Readiness Assessment
2. Build a Mobile Marketing Business Case
3. Create a Mobile Marketing Project Charter



STEP 1 – Conduct a Readiness Assessment
 Action Item – use the Mobile Marketing Readiness Assessment to identify your organizations
preparedness to create and implement a mobile marketing business strategy.

Areas of the readiness assessment include:

 Senior Management Commitment
 Alignment with Goals & Objectives
 Knowledge, Trends & Regulations
 Planning
 Staff, Systems & Training Download



STEP 2 – Build a Mobile Marketing Business Case
 Action Item – use the Mobile Marketing Business Case to convince senior management that pursuing a
mobile marketing strategy makes financial sense for the organization.

Sections of your business case should include:

 Executive Summary
 Opportunity Overview & Key Success Factors
 Assumptions & Decision Making Criteria
 Business Impact Analysis
 Risks & Contingency Plans Download
 Recommendations



STEP 3 – Create a Mobile Marketing Project Charter
 Action Item – Use the Mobile Marketing Project Charter to establish a clear project scope, decision
rights and to secure executive sponsorship for the initiative.

Sections of your project charter should include:

 Project Overview  Project Stakeholders
 Description  Communications Plan
 Key Success Factors  Decision Rights
 Risk Identification  Approval Download


Plan 02 Plan 05 Monitor

STAGE 02 – MOBILE MARKETING PLAN
In this Stage you will work with your team to select the right mobile marketing tactics and channels to use,
determine your objectives, metrics and timeframes, and identify and mitigate project-related risks.

You will perform the following actions build a mobile marketing plan:

 Review the Planning Checklist
 Select the Right Mobile Channels
 Create a Strategy Scorecard
 Perform a Risk Assessment



STEP 1 – Review the Planning Checklist
 Action Item – use the Mobile Marketing Planning Checklist to outline the key tasks, assign ownership
and due dates to project manage this initiative from a high-level.

Sections to include in your planning check:

 Stage  End Date
 Task  Duration
 Owner  Status
 Start Date Download



STEP 2 – Select the Right Mobile Channels
 Action Item – Use our Mobile Marketing Channel Selection Tool to identify which mobile marketing
channels will be the best fit for your organization.

Channels to include in your analysis could be:

 Mobile Display Ads
 Mobile Coupons
 Mobile Applications
 QR Codes Download
 SMS Text
 Mobile Rich Me



STEP 3 – Create a Mobile Strategy Scorecard
 Action Item – Use our Mobile Marketing Strategy Scorecard to provide senior management with a one-
page document that clearly outlines your plan of attack.

Key information to include in scorecard:

 Objectives
 Programs & Initiatives
 Metrics & KPIs
 Timeframes and Goals Download



STEP 4 – Perform a Risk Assessment
 Action Item – Use our Mobile Marketing Risk Assessment tool to consider any potential pitfalls or risks that
could affect your program’s success, then brainstorm ways to mitigate these risks.

What is included in a risk assessment?

 Event or Risk Description
 Expected Outcome
 Impact
 Probability Download
 Risk Mitigation Plan


Implement 02 Plan 05 Monitor

STAGE 03 – IMPLEMENT YOUR STRATEGY
In this Stage you will implement the programs outlined in your mobile marketing strategy scorecard. Many
companies start by making their website mobile-friendly, or building a mobile application for their customers.
In many cases an outside partner will be required. Key activities for this Stage include:

 Gather Mobile Marketing Resources
 Consider a Mobile Application
 Make Your Website Mobile-Friendly
 Contract a Mobile Partner



STEP 1 – Gather Mobile Marketing Resources
 Action Item – Use the Top Mobile Marketing Resources Database to identify resources that can help to
equip your team in your mobile marketing journey.

Types of resources you will encounter include:

 Association
 News
 Directory
 Coalition Download
 Community



STEP 2 – Consider a Mobile Application
 Action Item – Use the How-To Guide: A Mobile App Launch Guide to learn more about how you can
launch a mobile application that keeps users engaged with your brand when they are on the go.

Benefits of launching a mobile application:

 Stay Connected – maintain a 24/7 connection with your customers & prospects
 Cache – having the first mobile app in your industry puts your brand out front
 Accessibility – make it as easy as possible for customers/prospects to engage
 Visibility – users see their dashboard of apps daily; keep your brand in front of them Download
 Ease of Use – why frustrate the users who want to view your website on a small screen



STEP 2a – Consider a Mobile Application
 Action Item – Use the Mobile Application Type Assessment to determine if you should work with I/T to
build a Native or Web application to support your mobile users.

What is the difference between a Native and Web application?

 Native: application resides on smartphone
 Web App: application is available from a mobile web-browser

Download



STEP 3 – Make Your Website Mobile-Friendly
 Action Item – Use the How-To Guide: Building a Mobile-Friendly Website to learn why you need to
ensure that your website looks good for mobile users.

What will you learn with this guide?

 The importance of being mobile-friendly
 Key characteristics of mobile-friendly websites
 Benefits of converting your website to mobile-friendly
 Action Plan Download



STEP 4b – Contract a Mobile Marketing Partner
 Action Item – Use the Mobile Marketing RFP Template to document your requirements for a mobile
solution and then send this off to your short-list of potential partners to get some proposals.

What goes inside of a request for proposal (RFP)?

 Company Information
 Statement of Work
 Proposal Submission Procedure
 Score of Work & Requirements Download
 Estimated Budget



STEP 4b – Contract a Mobile Marketing Partner
 Action Item – Use the Mobile Marketing Vendor Selection Tool to compare potential agencies and
contractors to ensure you select the right firm for your needs.

Sections of the evaluation include:

 Experience, Skill-Set & Approach
 Architecture, Technology & Design
 Pricing, Deployment & Training
 Referrals & Sample Solutions Download


Govern 02 Plan 05 Monitor

STAGE 04 – GOVERN MOBILE
To this point, you have developed your mobile marketing plan and implemented your programs. Now,
your focus needs to shift to internal governance and mobile-device usage for your employees.

In this Stage you will:

 Craft a Mobile Manager Job Description
 Survey Employees on Mobile Usage
 Write a Mobile Device Policy



STEP 1 – Craft a Mobile Manager Job Description
 Action Item – Use the Mobile Marketing Manager Job Description to outline the key responsibilities and
requirement for this new position in your organization, or add these to an existing job description.

What are the main responsibilities for this position?

 Manage mobile ad campaigns
 Stay current on mobile trends & developments
 Report on mobile program metrics
 Research ‘best practices’ on mobile marketing Download
 Attend mobile conferences & events



STEP 2 – Survey Employees on Mobile Usage
 Action Item – Use the Mobile Marketing Usage Survey to learn more about how your employees and
customers are currently using mobile device, applications and channels such as QR codes.

Why is this an important exercise to conduct?

 Can provide insight into how consumers and
organizations are adapting to the explosion of mobile
device usage without doing costly market research.

Download



STEP 3 – Write a Mobile Device Policy
 Action Item – Use the Mobile Device Policy Template to govern the use of mobile devices by your
employees and contractors to to ensure secure access to corporate resources outside of the company.

Sections of the policy include:

 Purpose
 Applicability
 Responsibilities
 Affected Technology Download
 Policy & Acceptable Use
 Policy for Non-Compliance


Monitor 02 Plan 05 Monitor

STAGE 05 – MONITORING COMPETITION
In this Stage you will be setting up a process for monitoring your competitors and their mobile marketing
activities. This is a simple and effective method for learning new strategies and keeping tabs on your top
competitors. Your only activity in this Stage is to:

1. Set Up Competitive Tracking Process


Monitor 02 Plan 05 Monitor

STEP 1 – Set Up a Competitive Tracking Process
 Action Item – Use the Mobile Marketing Competitive Tracking Tool to create a process for monitoring
and tracking the mobile marketing programs your competitors are deploying.

What information should be included in the tool?

 Mobile Application Stats
 SMS Programs
 QR Code Campaigns
 Other
Download


Measure 02 Plan 05 Monitor

STAGE 06 – MEASURING RESULTS
Now that you have implemented your mobile marketing programs, you need to track the results of your
campaigns and other relevant information. In this Stage you will:

1. Build a Mobile Marketing Metrics Dashboard


Measure 02 Plan 05 Monitor

STEP 1 – Build a Mobile Marketing Metrics Dashboard
 Action Item – Use the Mobile Marketing Metrics Dashboard to track your metrics from your mobile
marketing programs and generate a dashboard of charts for communication and reporting.

Following are some key metrics you want to analyze:

 Total # QR Code Impressions
 Conversions from QR Landing Pages
 Revenue Generated from SMS
 # Display Ad Impressions Download
 Clicks by Mobile App Ad Location
 Revenue Generate by Rich Media Display Ads


Conclusion
 At the end of any project, it’s always a good idea to review it and identify areas for improvement.

 Demand Metric has the tools and expertise to help you build an effective Mobile Marketing program:

» Create or audit your existing Mobile Marketing strategy plan

» Assist with using any of the tools referenced in this methodology

» Provide hands-on marketing assistance to accelerate achieving your marketing department’s goals.

To learn more, simply contact Demand Metric: info@demandmetric.com


Mobile Marketing Plan Methodology

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