Elements of a Mobile Strategy
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Elements of a Mobile Strategy



Mobile is becoming increasingly important for brands and their marketing activity.

Mobile is becoming increasingly important for brands and their marketing activity.

Discover how I Spy are tackling mobile marketing for their clients.



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  • comScore, the marketing research firm, states that on average, mobile marketing display campaigns get a higher click through rate than online, averaging 2-3 per cent for mobile versus 0.25–1% online.
  • In this interactive campaign to promote Axe Darktemptation deodorant (Elsewhere Axe may be known as Lynx), participants hunted down quick-response (QR) codes (a type of barcode) in magazines, Internet and outdoor advertising in the bid to win one percent of Axe sales during the promotion. The campaign involved several different techniques to help spread news of the competition virally (from consumer to consumer) – to win you needed to amass a network of hunter friends, who helped you catch chocomen. In 90 days, the mobile site had three million page views and Unilever sold one million Axe products. http://pieces.bascule.co.jp/2008/axechocoman/en/
  • http://www.youtube.com/watch?v=PrwmHnnSXYo

Elements of a Mobile Strategy Elements of a Mobile Strategy Presentation Transcript

  • Elements of a Mobile Strategy
    • What should be considered in a mobile strategy?
  • Mobile Traffic Control Natural Search Ad Control Paid Search & Display Journey Control Conversion & Analytics Crowd Control Social Media
  • Traffic Control Natural Search
  • Mobile website
    • Build & optimisation
    • Keyword research
    • Launch
      • Submitting mobile sitemap
      • Error checking
    • Reporting
      • Sources
      • Keywords
      • Revenue
  • Mobile website promotion
    • PR
    • Submitting to mobile directories
    • Blogger networking & reviews
    • Offline
  • Mobile Website ASOS generated over £1m in revenue via its mobile site in December alone
  • Journey Control Conversion & Analytics
  • Mobile Website
    • Build
    • Expert usability advice
    • Ongoing
    • Conversion testing
    • Reporting
    • Insights & advice on improving conversion rate
  • Email
  • Mobile research
  • Mobile research
    • LSE iPhone app to discover how people’s feelings are affected by their surroundings
    • App asks users a few times a day to say how they are feeling, what they are doing & where they are
    • 38,000 participants
  • Ad Control Paid Search & Display
  • Photobox
    • O2 Media sent an offer exclusive to O2 customers for 100 free photo prints
    • 7.4% response rate from SMS to landing page
    • 55% of those who responded joined photobox
    • 17% of those who responded redeemed the offer
  • Display
  • Sponsored mobile apps
  • Crowd Control Social Media
  • Facebook places
  • Facebook deals
  • Mobile Apps
  • Engagement focused Apps
  • eCommerce focused Apps Debenhams’ iPhone app has generated almost £1m in sales since launch last October. Sales on its website have increased 82.4% since October.
  • App promotion
    • Promotional Facebook tab
    • Submitting to review sites
    • Networking with bloggers
    • Videos/imagery
    • Upcast
  • QR Codes
  • WoM/Viral
  • Augmented Reality/Ford KA
  • Mobile
  • Tips for a good mobile strategy
    • Planning
    • Promotion
    • Integration with offline
    • Integration with all digital departments