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Mobile Marketing Planning Checklist                                                                                       ...
Conduct an audit/review of your competitors mobile efforts and analyze any data that1 Research             you can obtain ...
2 Approval   Identify key success factors and provide justifications for each                            Jim      30-Jul-1...
2 Approval   Business Case has been formally approved and budget has been allocated                     Tom   1-Sep-12   3...
3 Plan      Update the employee manual and provide training to employees & contractors              Tom   1-Sep-12   35   ...
Start to promote your mobile marketing efforts in your newsletter, on your blog, on your4 Execute            site, etc.   ...
Use Demand Metrics customizable "Mobile Media Program Metrics Dashboard" to track5 Measure            pre-determined KPIs ...
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Mobile Marketing Planning Checklist

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Mobile Marketing Planning Checklist

  1. 1. Mobile Marketing Planning Checklist DurationStage Task Owner Start End Status (Days) Learn more about mobile marketing by joining associations and groups (Mobile1 Research Marketing Association, LinkedIn Groups, etc.) Sally 6-Jan-12 35 10-Feb-12 Completed Conduct a situational analysis to get a better understanding of external factors that could1 Research influence your decision to move forward with Mobile Marketing Jim 10-Feb-12 35 16-Mar-12 On Track Conduct a detailed analysis of your target market to identify and understand1 Research opportunities in this space Michael 17-Mar-12 35 21-Apr-12 Overdue Brainstorm and review possible legal, social and ethical issues that might arise from the1 Research pursuit of Mobile Marketing Tom 21-Apr-12 28 19-May-12 At Risk Conduct an internal audit of your existing marketing channels and identify opportunities1 Research for integration Jim 21-Apr-12 21 12-May-12 Not Started Use Demand Metrics "Mobile Media Readiness Assessment" to determine if you are1 Research ready to start a Mobile Marketing program Sally 10-May-12 21 31-May-12 Not Started If you have already started using mobile as a marketing channel, benchmark and1 Research analyze your current efforts Paul 1-Jun-12 30 1-Jul-12 Not Started1 Research Identify internal stakeholders and determine their level of buy-in Nancy 1-Jun-12 21 22-Jun-12 Not Started
  2. 2. Conduct an audit/review of your competitors mobile efforts and analyze any data that1 Research you can obtain Nancy 1-Jun-12 21 22-Jun-12 Not Started Conduct a market/industry analysis to get a better understanding of how mobile1 Research marketing is currently being used in your space Jim 15-Jun-12 28 13-Jul-12 Not Started Study your customers mobile habits to get a better understanding of where there is an1 Research opportunity Sally 1-Jun-12 49 20-Jul-12 Not Started Review your web analytics to identify the number of visitors that are currently using1 Research mobile, which operating system they are using, popular devices, etc. Tom 15-Jun-12 21 6-Jul-12 Not Started Conduct additional research (focus groups, product feedback, surveys, etc.) to gain1 Research additional insight into customer interactions and experience Nancy 21-Jun-12 21 12-Jul-12 Not Started1 Research Use Demand Metrics "Customer Profile Template" and identify "early adopters" Sally 15-Jun-12 21 6-Jul-12 Not Started Use Demand Metrics "Mobile Marketing Business Case Template" to organize your2 Approval research, make recommendations & formalize your case for Mobile Jim 6-Jul-12 21 27-Jul-12 Not Started Ensure key stakeholders have a good understanding of the impact that mobile will have2 Approval on themselves and the organization as a whole Michael 15-Jul-12 21 5-Aug-12 Not Started2 Approval Define and document the project scope (phased approach if necessary) Paul 15-Jul-12 21 5-Aug-12 Not Started2 Approval Create a project schedule that includes both milestones and deadlines Sally 21-Jul-12 28 18-Aug-12 Not Started
  3. 3. 2 Approval Identify key success factors and provide justifications for each Jim 30-Jul-12 35 3-Sep-12 Not Started Explain the assumptions that were made while writing the business case and ensure2 Approval they are well understood and have been accepted by key stakeholders Michael 5-Aug-12 28 2-Sep-12 Not Started2 Approval Other options have been presented and use case scenarios have been evaluated Nancy 5-Aug-12 28 2-Sep-12 Not Started Outline resource requirements and allocate appropriate personnel to ensure project2 Approval success Michael 10-Apr-12 35 15-May-12 Not Started2 Approval Provide and agree upon a prioritized list of evaluation criteria for your mobile efforts Paul 1-May-12 63 3-Jul-12 Not Started Identify and approve all sources of information sources that have been used to build the2 Approval business case Jim 10-Aug-12 21 31-Aug-12 Not Started2 Approval Conduct a Business Impact Analysis, ROI Calculation, and Cost-Benefit Analysis Tom 15-Aug-12 14 29-Aug-12 Not Started2 Approval Created, document, and reviewed both risk and contingency plans Sally 15-Aug-12 14 29-Aug-12 Not Started2 Approval Document and submit your recommendations Jim 1-Aug-12 28 29-Aug-12 Not Started2 Approval Obtain senior management buy-in and document sign-off Tom 1-Aug-12 21 22-Aug-12 Not Started
  4. 4. 2 Approval Business Case has been formally approved and budget has been allocated Tom 1-Sep-12 35 6-Oct-12 Not Started Use Demand Metrics "Mobile Marketing Medium Selection Tool" to select the most3 Plan appropriate mobile marketing mediums Tom 1-Sep-12 35 6-Oct-12 Not Started Formalize objectives & KPIs using Demand Metrics "Mobile Marketing Strategy3 Plan Scorecard" Tom 1-Sep-12 35 6-Oct-12 Not Started3 Plan Select a staff member to work as a liaison between Marketing and IT Tom 1-Sep-12 35 6-Oct-12 Not Started3 Plan Conduct an IT audit of infrastructure, bandwidth, and systems Tom 1-Sep-12 35 6-Oct-12 Not Started Select the appropriate technology for your mobile marketing program and begin building3 Plan the mobile mediums selected Tom 1-Sep-12 42 13-Oct-12 Not Started3 Plan Continue to build and segment your opt-in lists Tom 1-Sep-12 35 6-Oct-12 Not Started3 Plan Develop an offer and/or promotional plan using your existing online and offline channels Tom 1-Sep-12 35 6-Oct-12 Not Started Create reasonable guidelines behavior by employees & contractors who use mobile3 Plan marketing Tom 1-Sep-12 35 6-Oct-12 Not Started Review the "Marketing Management Associations Code of Conduct" to protect our3 Plan company and our consumers Tom 1-Sep-12 35 6-Oct-12 Not Started
  5. 5. 3 Plan Update the employee manual and provide training to employees & contractors Tom 1-Sep-12 35 6-Oct-12 Not Started3 Plan Hire a mobile marketing specialist and/or consultant (if necessary) Tom 1-Sep-12 35 6-Oct-12 Not Started Update the "Terms of Use Policy" on all corporate landing pages, websites, blogs,3 Plan intranets, etc. Tom 1-Sep-12 35 6-Oct-12 Not Started3 Plan Create marketing collateral for your mobile marketing program Tom 1-Sep-12 35 6-Oct-12 Not Started Use a marketing calendar and/or touchpoint diagram to outline dates, delivery times,3 Plan topics of communication, promotional items, etc. Tom 1-Sep-12 35 6-Oct-12 Not Started3 Plan Start to integrate mobile mediums into your existing marketing mix Tom 1-Sep-12 35 6-Oct-12 Not Started Add your mobile marketing plan to the overall marketing communications calendar &3 Plan plan (assuming the opportunity for integration has been identified) Tom 1-Sep-12 35 6-Oct-12 Not Started Conduct adequate testing of your mobile marketing medium(s) and select a "go-live"3 Plan date Tom 1-Sep-12 35 6-Oct-12 Not Started4 Execute Create some buzz by reaching out to bloggers, thought leaders, industry experts, etc. Tom 1-Sep-12 35 6-Oct-12 Not Started4 Execute Launch a dedicated landing page and corresponding auto responder Tom 1-Sep-12 35 6-Oct-12 Not Started
  6. 6. Start to promote your mobile marketing efforts in your newsletter, on your blog, on your4 Execute site, etc. Tom 1-Sep-12 35 6-Oct-12 Not Started4 Execute Run dedicated and targeted ads Tom 1-Sep-12 35 6-Oct-12 Not Started Conduct promotional activities on social media sites (Facebook, LinkedIn, Twitter,4 Execute YouTube, etc.) Tom 1-Sep-12 35 6-Oct-12 Not Started4 Execute Run PPC ads on targeted sites Tom 1-Sep-12 35 6-Oct-12 Not Started4 Execute Launch the mobile marketing medium(s) selected Tom 1-Sep-12 35 6-Oct-12 Not Started4 Execute Write a press release and distribute accordingly Tom 1-Sep-12 35 6-Oct-12 Not Started4 Execute Launch updated auto responders Tom 1-Sep-12 35 6-Oct-12 Not Started4 Execute Launch updated marketing collateral Tom 1-Sep-12 35 6-Oct-12 Not Started Review social content to ensure a distributed content program (email to friend, re-tweet,4 Execute Digg, Reddit, ShareThis, etc.) is in place and functioning properly Tom 1-Sep-12 35 6-Oct-12 Not Started Audit tracking and analytics tools for each mobile marketing medium selected (App,5 Measure Mobile Advertising, QR Codes, etc.) Tom 1-Sep-12 35 6-Oct-12 Not Started
  7. 7. Use Demand Metrics customizable "Mobile Media Program Metrics Dashboard" to track5 Measure pre-determined KPIs Tom 1-Sep-12 35 6-Oct-12 Not Started5 Measure Formalize your reporting structure and share metrics with all stakeholders involved Tom 1-Sep-12 35 6-Oct-12 Not Started Based on the results of your Mobile Marketing program, continually refine and improve5 Measure your mobile marketing efforts Tom 1-Sep-12 35 6-Oct-12 Not Started

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