Our Mobile Marketing Plan Playbook is a planning methodology that highlights our premium tool-kit of tools & templates to help you develop a mobile marketing plan that engages the increasing number of mobile users who are interacting with your brand.

1. Follow this simple step-by-step playbook to implement a Mobile Marketing plan that engages
the increasing number of mobile users who are interacting with your brand.
MOBILE MARKETING PLAN
Playbook & Toolkit

2. Table of Contents MOBILE MARKETING PLAN
Introduction 06
Conclusion 24
Framework 03
Maturity Model 04
About This Playbook 25
Assess Current Situation 07
10Mobile Marketing Plan
13Implement Your Strategy
17Govern Mobile
20Monitoring Competition
22Measuring Results
STAGE
STAGE
STAGE
STAGE
STAGE
STAGE
1
2
3
4
5
6

3. Top Mobile
Resources Database
Planning Checklist
Channel Selection Tool
Risk Assessment Tool
RFP Template
Metrics Dashboard
Usage Survey
Mobile Device Policy
TemplateStrategy Scorecard
Readiness Assessment
Business Case
Project Charter
MOBILE MARKETING PLAN
Framework
Leverage the framework below to quickly empower
your organization’s mobile marketing strategy.
Click the buttons below to access all related
training, tools, templates, and other resources.
Mobile App
Launch Guide
Mobile Application
Type Assessment
Competitive TrackingMobile Manager
Job Description
Building a Mobile-
Friendly Website
Vendor Selection Tool
GOVERN4 MONITOR5PLAN2 STRATEGY3 MEASURE61 ASSESS

4. Orientation
STAGE 1 - Undefined
STAGE 2 - Progressive
STAGE 3 - Mature
STAGE 4 - World-Class
Development
Focus
No defined strategy or process for
Mobile Marketing
Ad hoc app development; Focuses
on device & software used; Relies
on point tools
Basic design, develop & deploy tools
for native, web & hybrid development;
Focus on visual & audio customer
experience
Robust platform for native, web &
hybrid development with focus on
customization, interaction & app devel-
opment integration
End-to-end platform development,
deployment & engagement; Applica-
tion Generator for write once deploy
everywhere
Defined strategy and processes exists
for Mobile Marketing in uncoordinated
pockets in an organization
Defined, integrated strategy and
processes exists for Mobile Marketing
across an Enterprise.
Defined, integrated strategy for Mobile
Marketing exists across the Enterprise;
Campaigns are tracked & measured by
level of engagement & revenue impact
MOBILE MARKETING
Maturity Model
Leadership Skeptical of value of Mobile Marketing;
Willing to fund isolated projects and/
or test pilot
Views mobile as new marketing
channel; Allocates budget & staff
resources
Long-tern commitment; willing participant;
Resources for growth
Views mobile as strategic function;
Fully funds; Organization aligned
around mobile as a marketing
“spear point”
Technology &
Interoperability
Uses MBaaS for shared infrastruc-
ture for app execution; Mobile opti-
mized APIs for public and Enterprise
connectors
Templates for fast development;
No interoperability with Enterprise
systems
Support for app lifecycle management,
multiple plug-ins for customization;
Limited interoperability with systems
Enterprise interoperability includes full
security, synchronization & deployment
Mobile
Marketing

5. Customer
Engagement
Budget &
Staff
Management &
Policy
Metrics
No budget exists; Spending & staffing
is ad hoc
Facilitates content creation, delivery
and engagement with mobile
website editors, support for QR
codes and NFC tags
No formal management or policy for
mobile app deployment
No formal measurements in place
Has department device manage-
ment & app lifecycle management
plans in place
Analytics to monitor & track app perfor-
mance, such as QR codes, SMS & web
traffic by device and mobile ads
Has Enterprise device management &
app lifecycle management policies &
policy admin function in place
Dashboard monitors app performance,
device usage and location; User
engagement by content asset
Has robust app & device management
support that includes Enterprise mobile
policy and BYOD security
Enterprise-wide dashboard with
visual representation of user acqui-
sition & engagement by behavior,
experience, etc.
Budget allocated; Defined roles &
responsibilities for Mobile Marketing
Customer engagement via mobile
payments, content & subscription
management and multi-channel
messaging
Budget with business case to justify
spend; Dedicated internal point person for
Mobile Marketing
Full-function mobile content engagement
& monetization; Includes app customiza-
tion, asset management, localization, etc.
Budget connected to marketing goals;
Organization aligned for maximum
impact in Mobile Marketing
Comprehensive content engagement
& monetization; Metrics for mobile
personas & usage patterns; Multi-de-
vice webs
STAGE 1 - Undefined STAGE 2 - Progressive STAGE 3 - Mature STAGE 4 - World-Class
MOBILE MARKETING
Maturity Model
Mobile
Marketing

6. 6MOBILE MARKETING PLAN
Assess Current
Situation
Mobile
Marketing Plan
Implement Your
Strategy
Govern
Mobile
Monitoring
Competition
Measuring
Results
1 2 3 4 5 6
Introduction
How to Use This Playbook
This playbook consists of six stages, each with a description, steps,
and action items. Action items include using our premium tools and
templates. Our intention with this playbook is to help you:
Plan a mobile marketing strategy that engages mobile
users interacting with your brand
Understand mobile marketing and identify opportu-
nities to improve your organization’s capabilities
Evaluate your organization’s readiness to adopt a
mobile marketing strategy
Stage 1 - Assess Current Situation
Readiness Assessment, Business Case, Project Charter
Stage 4 - Govern Mobile
Mobile Device Policy, Usage Survey, Mobile Marketing
Manager Job Description
Stage 5 - Monitoring Competition
Competitive Tracking Tool
Stage 3 - Implement Your Strategy
Resources Database, Mobile Application Type Assessment,
RFP, Vendor Selection
Stage 2 - Mobile Marketing Plan
Planning Checklist, Channel Selection, Strategy Scorecard,
Risk Assessment
Stage 6 - Measuring Results
Mobile Marketing Metrics Dashboard
Outputs from This Playbook

7. Assess Current Situation
STAGE 1
MOBILE MARKETING PLAN
In this Stage, you will focus your efforts around analyzing your readiness to adopt a mobile marketing
strategy, make the case for an investment in resources, and put a high-level project plan together.
Key steps in this stage include:
STEP 1: Conduct a Mobile Marketing Readiness Assessment
STEP 2: Build a Mobile Marketing Business Case
STEP 3: Create a Mobile Marketing Project Charter

8. 8MOBILE MARKETING PLAN
Introduction
Assess Current
Situation
1
Senior Management Commitment
Alignment with Goals & Objectives
Knowledge, Trends & Regulations
Planning
Staff, Systems & Training
Executive Summary
Opportunity Overview & Key Success Factors
Assumptions & Decision Making Criteria
Business Impact Analysis
Risks & Contingency Plans
Recommendations
Conduct a Readiness Assessment Build a Mobile Marketing Business Case
STEP 1 STEP 2
Action Item Action Item
Use the Mobile Marketing Readiness Assessment to iden-
tify your organization’s preparedness to create and imple-
ment a mobile marketing business strategy.
UsetheMobileMarketingBusinessCasetoconvincesenior
management that pursuing a mobile marketing strategy
makes financial sense for the organization.
Areas of the readiness assessment include: Sections of your business case should include:
V I E W R E S O U R C E V I E W R E S O U R C E
Mobile
Marketing Plan
Implement Your
Strategy
Govern
Mobile
Monitoring
Competition
Measuring
Results
2 3 4 5 6

9. 9MOBILE MARKETING PLAN
Project Overview
Description
Key Success Factors
Risk Identification
Project Stakeholders
Communications Plan
Decision Rights
Approval
Create a Mobile Marketing Project Charter
STEP 3
Action Item
Use the Mobile Marketing Project Charter to establish a
clear project scope, decision rights, and executive sponsor-
ship for the initiative.
Sections of your project charter should include:
V I E W R E S O U R C E
Introduction
Assess Current
Situation
1 Mobile
Marketing Plan
Implement Your
Strategy
Govern
Mobile
Monitoring
Competition
Measuring
Results
2 3 4 5 6

10. Mobile Marketing Plan
STAGE 2
MOBILE MARKETING PLAN
In this Stage you will work with your team to select the right mobile marketing tactics and channels to
use; determine your objectives, metrics, and timeframes; and identify and mitigate project-related risks.
You will perform the following actions build a mobile marketing plan:
STEP 1: Review the Planning Checklist
STEP 2: Select the Right Mobile Channels
STEP 3: Create a Strategy Scorecard
STEP 4: Perform a Risk Assessment

11. 11MOBILE MARKETING PLAN
Introduction
2
Mobile
Marketing Plan
Stage
Task
Owner
Start Date
Mobile Display Ads
Mobile Coupons
Mobile Applications
QR Codes
SMS Text
Mobile Rich Me
End Date
Duration
Status
Review the Planning Checklist Select the Right Mobile Channels
STEP 1 STEP 2
Action Item Action Item
Use the Mobile Marketing Planning Checklist to outline the
key tasks and assign ownership and due dates to manage
this project from a high level.
Use our Mobile Marketing Channel Selection Tool to iden-
tify which mobile marketing channels will be the best fit for
your organization.
Sections to include in your review include: Channels in your analysis might include:
V I E W R E S O U R C E V I E W R E S O U R C E
Assess Current
Situation
Implement Your
Strategy
Govern
Mobile
Monitoring
Competition
Measuring
Results
1 3 4 5 6

12. 12MOBILE MARKETING PLAN
STEP 3 STEP 4
Objectives
Programs & Initiatives
Metrics & KPIs
Timeframes and Goals
Event or Risk Description
Expected Outcome
Impact
Probability
Risk Mitigation Plan
Create a Mobile Strategy Scorecard Perform a Risk Assessment
Action Item Action Item
Use our Mobile Marketing Strategy Scorecard to provide
senior management with a one-page document that clearly
outlines your plan of attack.
UseourMobileMarketingRiskAssessmentTooltoconsider
any potential pitfalls or risks that could affect your program’s
success, then brainstorm ways to mitigate these risks.
Key information to include in scorecard: What is included in a risk assessment?
V I E W R E S O U R C E V I E W R E S O U R C E
Introduction
2
Mobile
Marketing Plan
Assess Current
Situation
Implement Your
Strategy
Govern
Mobile
Monitoring
Competition
Measuring
Results
1 3 4 5 6

13. Implement Your Strategy
STAGE 3
MOBILE MARKETING PLAN
In this Stage you will implement the programs outlined in your mobile marketing strategy scorecard.
Many companies start by making their website mobile-friendly, or building a mobile application for their
customers. In many cases an outside partner will be required. Key activities for this Stage include
STEP 1: Gather Mobile Marketing Resources
STEP 2: Consider a Mobile Application
STEP 3: Make Your Website Mobile-Friendly
STEP 4: Contract a Mobile Partner

14. 14MOBILE MARKETING PLAN
Association
News
Directory
Coalition
Community
Stay Connected – maintain a 24/7 connection with your customers
& prospects
Cache – having the first mobile app in your industry puts your brand
out front
Accessibility – make it as easy as possible for customers/prospects
to engage
Visibility – users see their dashboard of apps daily; keep your brand
in front of them
Ease of Use – don’t frustrate the users who want to view your
website on a small screen
Gather Mobile Marketing Resources Consider a Mobile Application
STEP 1 STEP 2a
Action Item Action Item
Use the Top Mobile Marketing Resources Database to
identify resources that can help to equip your team in your
mobile marketing journey.
Use the How-to Guide: A Mobile App Launch Guide to
learn more about how you can launch a mobile applica-
tion that keeps users engaged with your brand when they
are on the go.
Types of resources you will encounter include: Benefits of launching a mobile application:
Introduction
Implement
Your Strategy
3
V I E W R E S O U R C E
Assess Current
Situation
Mobile
Marketing Plan
Govern
Mobile
Monitoring
Competition
Measuring
Results
1 2 4 5 6
A MOBILE APP
LAUNCH GUIDE
How-to Guide
V I E W R E S O U R C E

15. 15MOBILE MARKETING PLAN
Native: application resides on smartphone
Web App: application is available from a mobile web-browser
The importance of being mobile-friendly
Key characteristics of mobile-friendly websites
Benefits of converting your website to mobile-friendly
Action Plan
Consider a Mobile Application Make Your Website Mobile-Friendly
STEP 2b STEP 3
Action Item Action Item
Use the Mobile Application Type Assessment to determine
whether you should work with I/T to build a Native or Web
application to support your mobile users.
Use the How-to Guide: Building a Mobile-Friendly Website
to learn why you need to ensure that your website looks
good for mobile users.
What is the difference between a Native and Web application? What will you learn with this guide?
V I E W R E S O U R C E
Introduction
Implement
Your Strategy
3Assess Current
Situation
Mobile
Marketing Plan
Govern
Mobile
Monitoring
Competition
Measuring
Results
1 2 4 5 6
BUILDING A
MOBILE-FRIENDLY
WEBSITE
How-to Guide
V I E W R E S O U R C E

16. 16MOBILE MARKETING PLAN
Company Information
Statement of Work
Proposal Submission Procedure
Score of Work & Requirements
Estimated Budget
Experience, Skill-Set & Approach
Architecture, Technology & Design
Pricing, Deployment & Training
Referrals & Sample Solutions
Contract a Mobile Marketing Partner Contract a Mobile Marketing Partner
STEP 4a STEP 4b
Action Item Action Item
Use the Mobile Marketing RFP Template to document your
requirements for a mobile solution and then send this to your
short-list of potential partners to get some proposals.
Use the Mobile Marketing Vendor Selection Tool to
compare potential agencies and contractors to ensure you
select the right firm for your needs.
What goes inside a request for proposal (RFP)? Sections of the evaluation include:
V I E W R E S O U R C E V I E W R E S O U R C E
Introduction
Implement
Your Strategy
3Assess Current
Situation
Mobile
Marketing Plan
Govern
Mobile
Monitoring
Competition
Measuring
Results
1 2 4 5 6

17. Govern Mobile
STAGE 4
MOBILE MARKETING PLAN
To this point, you have developed your mobile marketing plan and implemented your programs.
Now, your focus needs to shift to internal governance and
mobile-device usage for your employees. In this Stage you will:
STEP 1: Craft a Mobile Manager Job Description
STEP 2: Survey Employees on Mobile Usage
STEP 3: Write a Mobile Device Policy

18. 18MOBILE MARKETING PLAN
Introduction
Govern
Mobile
4
Manage mobile ad campaigns
Stay current on mobile trends & developments
Report on mobile program metrics
Research best practices on mobile marketing
Attend mobile conferences & events
Can provide insight into how consumers and organiza-
tions are adapting to the explosion of mobile device usage
without doing costly market research.
Craft a Mobile Manager Job Description Survey Employees on Mobile Usage
STEP 1 STEP 2
Action Item Action Item
Use the Mobile Marketing Manager Job Description to
outline the key responsibilities and requirement for this new
position in your organization, or add these to an existing job
description.
Use the Mobile Marketing Usage Survey to learn more
about how your employees and customers are currently
using mobile devices, applications, and channels such as
QR codes.
What are the main responsibilities for this position? Why is this an important exercise?
V I E W R E S O U R C E V I E W R E S O U R C E
Assess Current
Situation
Mobile
Marketing Plan
Implement Your
Strategy
Monitoring
Competition
Measuring
Results
1 2 3 5 6

19. 19MOBILE MARKETING PLAN
Purpose
Applicability
Responsibilities
Affected Technology
Policy & Acceptable Use
Policy for Non-Compliance
Write a Mobile Device Policy
STEP 3
Action Item
Use the Mobile Device Policy Template to govern the use
of mobile devices by your employees and contractors to
ensure secure access to corporate resources outside of the
company.
Sections of the policy include:
V I E W R E S O U R C E
Introduction
Govern
Mobile
4Assess Current
Situation
Mobile
Marketing Plan
Implement Your
Strategy
Monitoring
Competition
Measuring
Results
1 2 3 5 6

20. Monitoring Competition
STAGE 5
MOBILE MARKETING PLAN
In this Stage you will be setting up a process for monitoring your competitors and their mobile
marketing activities. This is a simple and effective method for learning new strategies and keeping
tabs on your top competitors. Your only activity in this Stage is to:
STEP 1: Set Up Competitive Tracking Process

21. 21MOBILE MARKETING PLAN
Introduction
5
Mobile Application Stats
SMS Programs
QR Code Campaigns
Other
Set Up a Competitive Tracking Process
STEP 1
Action Item
Use the Mobile Marketing Competitive Tracking Tool to
create a process for monitoring and tracking the mobile
marketing programs your competitors are deploying.
What information should be included in the tool?
V I E W R E S O U R C E
Assess Current
Situation
Mobile
Marketing Plan
Implement Your
Strategy
Govern
Mobile
Measuring
Results
1 2 3 4 6
Monitoring
Competition

22. Measuring Results
STAGE 6
Now that you have implemented your mobile marketing programs, you need to track the results of
your campaigns and other relevant information. In this Stage you will:
STEP 1: Build a Mobile Marketing Metrics Dashboard
MOBILE MARKETING PLAN

23. 23MOBILE MARKETING PLAN
Introduction
Measuring
Results
6
Total # QR Code Impressions
Conversions from QR Landing Pages
Revenue Generated from SMS
# Display Ad Impressions
Clicks by Mobile App Ad Location
Revenue Generate by Rich Media Display Ads
Build a Mobile Marketing Metrics Dashboard
STEP 1
Action Item
Use the Mobile Marketing Metrics Dashboard to track your
metrics from your mobile marketing programs and generate
a dashboard of charts for communication and reporting.
Following are some key metrics you want to analyze:
V I E W R E S O U R C E
Assess Current
Situation
Mobile
Marketing Plan
Implement Your
Strategy
Govern
Mobile
Monitoring
Competition
1 2 3 4 5

24. 24MOBILE MARKETING PLAN
Conclusion
At the end of any project, it’s always a good idea to review it and identify
areas for improvement.
Demand Metric has the tools and expertise to help you build an effective
Mobile Marketing program:
Create or audit your existing Mobile Marketing strategy plan
Assist with using any of the tools referenced in this playbook
Provide hands-on marketing assistance to accelerate achieving your
marketing department’s goals.
To learn more, contact Demand Metric: info@demandmetric.com
MOBILE MARKETING PLAN

25. About This Playbook
MOBILE MARKETING PLAN
Demand Metric is a marketing research and advisory
firm serving a membership community of over 106,000
marketing professionals and consultants in 75 countries.
Offering consulting playbooks, advisory services, and
500+ premium marketing tools and templates, Demand
Metric resources and expertise help the marketing
community plan more efficiently and effectively, answer
the difficult questions about their work with authority and
conviction, and complete marketing projects more quickly
and with greater confidence — thus boosting the respect
of the marketing team and making it easier to justify
resources the team needs to succeed.
To learn more about Demand Metric, please visit
www.demandmetric.com

26. © Demand Metric Research Corporation.
All Rights Reserved.
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