The document provides tips for making mobile marketing effective including researching the audience, creating engaging content, utilizing different mobile channels to reach customers, promoting content through various methods, and estimating return on investment. The key points are to leverage basic marketing principles, create meaningful mobile experiences, build a customer profile to understand relationships, promote content through multiple avenues while collaborating with partners, and track key metrics like lifetime engagement value to measure marketing performance.

1. Fresh Digital Group
Tips to Make Mobile Work
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2. 1. Mobile Marketing Basics!
LEVERAGE fundamental marketing principles of
getting the right message to the right people to
create, gain or sustain profitable customer
relationships.!
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RESEARCH your audience, as well as the
phones, carriers and data plans they subscribe
to. Use it to create an overall picture of how they
behave, wirelessly. !
• Document a defendable brief that spells
out success metrics for your mobile
marketing, including revenue, branding, new
customer acquisition and/or loyalty, to name
a few.!
!
Clearly indicate how your mobile strategy fits in
with your business strategy. Lastly, be sure to
include how you will track success for ongoing
accountability and improvement.!
Fresh Digital Group

3. 2. Mobile Audience Engagement!
CREATE meaningful interactive experiences with
your content, for your customers. !
Can your mobile content answer these basic
questions:!
• “Are my customers interested?”!
• “Will they keep my content on their phone?”!
• “Will they access it often?”!
• “Will they respond?”!
!
CONSOLIDATE content such as news, offers and/
or updates streaming from other internal digital
channels, across mobile, when applicable.!
Fresh Digital Group

4. 3. Mobile Customer Reach!
UTILIZE SMS, mobile web and/or apps for different
marketing objectives. Consider the reach and
access of each, cost of entry and available DIY
content creation and publishing tools to best mix
and match your tactics to reach desired objectives.!
!
BUILD a mobile customer statement (P&L)
illustrating customer acquisition, retention,
monetization and growth of each relationship, as a
result of your mobile marketing mix.!
!
DO NOT EXCLUDE any segment of your target
audience from accessing your mobile content as it
may very well cost you the relationship along with
valuable lifetime value, eventually opening the door
for your mobile marketing competition.!
Fresh Digital Group

5. 4. Mobile Content!
PROMOTE your mobile content to get
noticed and drive success. The efficient
integration of mobile with your traditional and
digital marketing efforts is critical.!
!
Examples of methods to generate frequent
engagement of your mobile content include:!
• Proximity & location-based services!
• Search & shortcode/keyword calls to
action!
• QR codes!
• Mobile gaming!
• Viral forward-a-friend and/or push
notifications!
!
COLLABORATE with partners to help
market your mobile content, keep costs low
and drive more immediate adoption. Think
beyond the App Store and look at other
mobile OS platforms.!
Fresh Digital Group

6. 5. Mobile Marketing ROI!
ESTIMATE by using a model that yields direct or
indirect revenue and profitability. !
!
Whether itʼs pay-per-download, advertising/
sponsorship, in-app purchases, freemium, or driving
online sales, establishing rough estimates for success
will make your mobile marketing strategy that much
more defendable.!
!
CALCULATE a mobile Lifetime Engagement Value
(LEV) to estimate your efforts showing value over the
long haul.!
• mLEV = Brand Access x Frequency x Reach!
!
• The longer your brand, content and offer stay
on a customerʼs phone and in front of them, the
more chances you have for ongoing and
frequent engagement, and therefore, a sales
response.!
!
TRACK your efforts and remain flexible with revenue
models that the market may dictate along the way.!
Fresh Digital Group

7. Summary!
The Basics!
• Leverage basic marketing principles and Research your audience to outline how you will plan
and approach your mobile marketing strategy.!
!
Audience Engagement!
• Create meaningful experiences and Consolidate relevant news from traditional sources and
social media streams.!
Customer Reach!
• Utilize all mobile marketing channels like SMS, mobile web, apps; Build a mobile customer
P&L statement to effectively illustrate customer relationships and Do Not Exclude any
segments in your audience.!
Content!
• Promote your mobile content using multiple marketing methods like location-based services
and push notices. Collaborate with partners that will help you push your content and keep
costs low.!
!
Return on Investment!
• Estimate and Calculate by using a mobile Lifetime Engagement Value to measure what
effect your marketing is having on revenue and profitability. Always Track efforts to keep an eye
any fluctuations and changes that need to be made.!
Fresh Digital Group

8. Fresh Digital Group!
111 East 77th Street!
New York, NY 10075!
!
www.freshdigitalgroup.com!
!
info@freshdigitalgroup.com!