This document outlines a mobile marketing planning checklist with various research, approval, planning, execution, and measurement tasks. The checklist is organized into stages with assigned owners and timelines for each task. Many of the tasks aim to understand customer mobile usage, select appropriate mobile channels, integrate mobile into the marketing mix, and track key performance indicators. The overall goal is to plan and launch an effective mobile marketing program.

1. Mobile Marketing Planning Checklist
Duration
Stage Task Owner Start End Status
(Days)
Learn more about mobile marketing by joining associations and groups (Mobile
1 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 could
1 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 understand
1 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 the
1 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 opportunities
1 Research
for integration
Jim 21-Apr-12 21 12-May-12 Not Started
Use Demand Metric's "Mobile Media Readiness Assessment" to determine if you are
1 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 and
1 Research
analyze your current efforts
Paul 1-Jun-12 30 1-Jul-12 Not Started
1 Research Identify internal stakeholders and determine their level of buy-in Nancy 1-Jun-12 21 22-Jun-12 Not Started

2. Conduct an audit/review of your competitors mobile efforts and analyze any data that
1 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 mobile
1 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 an
1 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 using
1 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 gain
1 Research
additional insight into customer interactions and experience
Nancy 21-Jun-12 21 12-Jul-12 Not Started
1 Research Use Demand Metric's "Customer Profile Template" and identify "early adopters" Sally 15-Jun-12 21 6-Jul-12 Not Started
Use Demand Metric's "Mobile Marketing Business Case Template" to organize your
2 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 have
2 Approval
on themselves and the organization as a whole
Michael 15-Jul-12 21 5-Aug-12 Not Started
2 Approval Define and document the project scope (phased approach if necessary) Paul 15-Jul-12 21 5-Aug-12 Not Started
2 Approval Create a project schedule that includes both milestones and deadlines Sally 21-Jul-12 28 18-Aug-12 Not Started

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 ensure
2 Approval
they are well understood and have been accepted by key stakeholders
Michael 5-Aug-12 28 2-Sep-12 Not Started
2 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 project
2 Approval
success
Michael 10-Apr-12 35 15-May-12 Not Started
2 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 the
2 Approval
business case
Jim 10-Aug-12 21 31-Aug-12 Not Started
2 Approval Conduct a Business Impact Analysis, ROI Calculation, and Cost-Benefit Analysis Tom 15-Aug-12 14 29-Aug-12 Not Started
2 Approval Created, document, and reviewed both risk and contingency plans Sally 15-Aug-12 14 29-Aug-12 Not Started
2 Approval Document and submit your recommendations Jim 1-Aug-12 28 29-Aug-12 Not Started
2 Approval Obtain senior management buy-in and document sign-off Tom 1-Aug-12 21 22-Aug-12 Not Started

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 Metric's "Mobile Marketing Medium Selection Tool" to select the most
3 Plan
appropriate mobile marketing mediums
Tom 1-Sep-12 35 6-Oct-12 Not Started
Formalize objectives & KPIs using Demand Metric's "Mobile Marketing Strategy
3 Plan
Scorecard"
Tom 1-Sep-12 35 6-Oct-12 Not Started
3 Plan Select a staff member to work as a liaison between Marketing and IT Tom 1-Sep-12 35 6-Oct-12 Not Started
3 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 building
3 Plan
the mobile mediums selected
Tom 1-Sep-12 42 13-Oct-12 Not Started
3 Plan Continue to build and segment your opt-in lists Tom 1-Sep-12 35 6-Oct-12 Not Started
3 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 mobile
3 Plan
marketing
Tom 1-Sep-12 35 6-Oct-12 Not Started
Review the "Marketing Management Association's Code of Conduct" to protect our
3 Plan
company and our consumers
Tom 1-Sep-12 35 6-Oct-12 Not Started

5. 3 Plan Update the employee manual and provide training to employees & contractors Tom 1-Sep-12 35 6-Oct-12 Not Started
3 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 Started
3 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 Started
3 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 Started
4 Execute Create some buzz by reaching out to bloggers, thought leaders, industry experts, etc. Tom 1-Sep-12 35 6-Oct-12 Not Started
4 Execute Launch a dedicated landing page and corresponding auto responder Tom 1-Sep-12 35 6-Oct-12 Not Started

6. Start to promote your mobile marketing efforts in your newsletter, on your blog, on your
4 Execute
site, etc.
Tom 1-Sep-12 35 6-Oct-12 Not Started
4 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 Started
4 Execute Run PPC ads on targeted sites Tom 1-Sep-12 35 6-Oct-12 Not Started
4 Execute Launch the mobile marketing medium(s) selected Tom 1-Sep-12 35 6-Oct-12 Not Started
4 Execute Write a press release and distribute accordingly Tom 1-Sep-12 35 6-Oct-12 Not Started
4 Execute Launch updated auto responders Tom 1-Sep-12 35 6-Oct-12 Not Started
4 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. Use Demand Metric's customizable "Mobile Media Program Metrics Dashboard" to track
5 Measure
pre-determined KPIs
Tom 1-Sep-12 35 6-Oct-12 Not Started
5 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 improve
5 Measure
your mobile marketing efforts
Tom 1-Sep-12 35 6-Oct-12 Not Started