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Elements of a Mobile Strategy


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

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

Published in: Technology, Business
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Elements of a Mobile Strategy

  1. 1. Elements of a Mobile Strategy
  2. 2. <ul><li>What should be considered in a mobile strategy? </li></ul>
  3. 3. Mobile Traffic Control Natural Search Ad Control Paid Search & Display Journey Control Conversion & Analytics Crowd Control Social Media
  4. 4. Traffic Control Natural Search
  5. 5. Mobile website <ul><li>Build & optimisation </li></ul><ul><li>Keyword research </li></ul><ul><li>Launch </li></ul><ul><ul><li>Submitting mobile sitemap </li></ul></ul><ul><ul><li>Error checking </li></ul></ul><ul><li>Reporting </li></ul><ul><ul><li>Sources </li></ul></ul><ul><ul><li>Keywords </li></ul></ul><ul><ul><li>Revenue </li></ul></ul>
  6. 6. Mobile website promotion <ul><li>PR </li></ul><ul><li>Submitting to mobile directories </li></ul><ul><li>Blogger networking & reviews </li></ul><ul><li>Offline </li></ul>
  7. 7. Mobile Website ASOS generated over £1m in revenue via its mobile site in December alone
  8. 8. Journey Control Conversion & Analytics
  9. 9. Mobile Website <ul><li>Build </li></ul><ul><li>Expert usability advice </li></ul><ul><li>Ongoing </li></ul><ul><li>Conversion testing </li></ul><ul><li>Reporting </li></ul><ul><li>Insights & advice on improving conversion rate </li></ul>
  10. 10. Email
  11. 11. Mobile research
  12. 12. Mobile research <ul><li>LSE iPhone app to discover how people’s feelings are affected by their surroundings </li></ul><ul><li>App asks users a few times a day to say how they are feeling, what they are doing & where they are </li></ul><ul><li>38,000 participants </li></ul>
  13. 13. Ad Control Paid Search & Display
  14. 14. SMS/MMS
  15. 15. Photobox <ul><li>O2 Media sent an offer exclusive to O2 customers for 100 free photo prints </li></ul><ul><li>7.4% response rate from SMS to landing page </li></ul><ul><li>55% of those who responded joined photobox </li></ul><ul><li>17% of those who responded redeemed the offer </li></ul>
  16. 16. Display
  17. 17. Sponsored mobile apps
  18. 18. Crowd Control Social Media
  19. 19. Facebook places
  20. 20. Facebook deals
  21. 21. Mobile Apps
  22. 22. Engagement focused Apps
  23. 23. 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.
  24. 24. App promotion <ul><li>Promotional Facebook tab </li></ul><ul><li>Submitting to review sites </li></ul><ul><li>Networking with bloggers </li></ul><ul><li>Videos/imagery </li></ul><ul><li>Upcast </li></ul>
  25. 25. QR Codes
  26. 26. WoM/Viral
  27. 27. Augmented Reality/Ford KA
  28. 28. Mobile
  29. 29. Tips for a good mobile strategy <ul><li>Planning </li></ul><ul><li>Promotion </li></ul><ul><li>Integration with offline </li></ul><ul><li>Integration with all digital departments </li></ul>