Every Touchpoint is an Opportunity toConnect MOBILE
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
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..
Standardizing Mobile Attitudinal MetricsMobile 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 torecruit • Not every tactic will allow an opportunity to gather sample and cooperation rates vary for each tacticCampaign objectives determinewhich pre-defined questions shouldbe 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
Mobile Web vs Mobile Apps mWeb mApps news, (re)search and shopping social games, music, banking emailSource: Microsoft Future of MobileStudy, 2011
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 VisitConsideration Product/service overview Length, Avg Page Depth, Success Event %, Video/Demo Views, Onsite Ad Click Product/service detail throughIntent/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 beLoyalty/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.
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/DemoConsideration overview Views, Onsite Ad Clickthru Demo and richIntent/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 attributesLoyalty/Advocacy point such as: Device Type, First/Returning User, Country, Carrier, etc. These will often require additional configuration in the measurement tools.