The document discusses the necessity of developing a mobile strategy that aligns with overall business objectives, emphasizing that it doesn't always require creating an app. It outlines the differences between traditional marketing and the unique ecosystem of mobile, stressing the importance of authenticity and relevance in mobile engagement. The document also presents a sample strategic plan with goals and tactics aimed at building brand trust and increasing customer acquisition.

1. Developing A Successful Mobile Strategy 4.22.2010Knapp Center Lecture Series

2. OverviewAdopting a mobile strategy for your business is inevitable. Your mobile strategy must be aligned with your overall business strategy, and this doesn't necessarily mean you need to develop an application.

3. Mobile

4. Phone TypesSmart Phones account for only 21% of total devicesSource: Nielsen

5. Smart Phone PlatformsJanuary 2010Source: comScore MobiLens

6. What are People Doing?January 2010, Total U.S. Age 13+Source: comScore MobiLens

7. What People Aren’t Doing

8. What is Mobile?“Mobile does not fit into the traditional marketing mindset, and trying to figure out mobile this way turns into nothing more than a smaller, crappier version of the display advertised internet” – Helge Tennøhttp://www.slideshare.net/helgetenno/mobile-abilities-map

9. Mobile is ConnectionMultiple Channels Service/Product Fulfillment Communications Community Entertainment Research and Shopping

10. What is Mobile?“Mobile as a term is just a reference to an eco-system that phones are a part of” – Kevin Slavin http://blip.tv/file/2037784/

11. Ecosystem of Channels

12. sTRATEGY

13. Not StrategicYou look around at what your competitors are doing and read about the current stats for mobile usage and you say "we need one of those [mobile strategy] too".

14. Not Strategic“I just got a [phone type]. It would be cool to have an application for it.”

15. Mobile Planning ProcessGoalsStrategyTacticsObjectivesVision / Mission Mobile Solution

16. Strategy

17. Visual Strategic PlanObjectivesBuild Trust in BrandAttain New CustomersThis is a sample of how a company could build a Strategic Plan.

18. Visual Strategic PlanObjectivesBuild Trust in BrandAttain New CustomersGoals1000 newsletter signups20 new clients15% increase in sales25% referral business

19. Visual Strategic PlanObjectivesBuild Trust in BrandAttain New CustomersGoals1000 newsletter signups20 new clients15% increase in sales25% referral businessStrategyIncrease Expertise MessageSocial Media OutreachProactive ListeningCommunity Involvement

20. Visual Strategic PlanObjectivesBuild Trust in BrandAttain New CustomersGoals1000 newsletter signups20 new clients15% increase in sales25% referral businessStrategyIncrease Expertise MessageSocial Media OutreachProactive ListeningCommunity InvolvementTacticsCreate Community Manager RoleIncrease Event ParticipationCommunicate Directly with UsersEstablish Listening PostsMonthly NewsletterActive BloggingFacebook PageMonitor ForumsContestsMaintain Post-Sale Dialog

21. Define the ObjectiveIncrease revenues? Decrease costs? Increase brand awareness?Educate the customer?

22. Channel MatchingDetermine which mobile channel(s) makes the most sense, based on the tactics.

23. Mobile STRATEGY Tactics

24. Enabling the ChannelSMS.Location-BasedBluetoothNative AppsThird-Party ServiceMMSMobile AdsHTML 52D Bar CodesCouponsSponsored AppsWAPAugmented Reality

25. Market Reach.

26. Map to Demographicplatform.GenderIncome everyoneTech-SavvyTechnicalyouth

27. Retail ExampleObjectivesBuild Trust in BrandAttain New CustomersGoals1000 newsletter signups20 new clients15% increase in sales25% referral businessStrategyEstablish Domain ExpertiseSocial Media OutreachProactive ListeningCommunity InvolvementTacticsCreate Community Manager RoleIncrease Event ParticipationCommunicate Directly with UsersEstablish Listening PostsMonthly NewsletterActive BloggingFacebook PageMonitor ForumsSupport Runners

28. SolutionTools for Runners Smart-Phone (Richer UX)iPhone (Target Demographic).

29. Hospitality ExampleObjectivesGreat Client ExperienceIncrease RevenueGoals100% Spa BookingsStrategyDiscount ServicesTacticsPromote To Guests

30. SolutionDistressed Inventory Updates SMS (Basic Message, Widest Audience).

31. Effective engagement

32. Be Realmobile has an even higher standard for authenticity, relevance and quality of content than other media

33. Rules of EngagementBe useful and relevantBe efficientDon’t interruptEntertain if possibleMake THEM feel important

34. Repeat ThisDo Not Waste Their Time

35. Discussion

36. Connectpeter.morano@keylimetie.com@petermorano