Angelo Biasi, Copyright, 2015. All rights reserved.

1. Mobile Marketing
Mobile Marketing
3.0 Mobile Marketing Planning

2. Mobile Marketing
Mobile Marketing Planning
…mobilize content,
drive new revenues, and
support communications with
new and existing customers using mobile?
3.0
How can I…

3. Mobile Marketing
Mobile Marketing Planning
Why Plan?
3.0

4. Mobile Marketing
Mobile Marketing Planning
Why Plan?
3.0
Reminder: Your customers today are:
• More informed
• More influenced and influential
• More engaged by the competition
• Potentially less loyal
• More globally accessible

5. Mobile Marketing
Mobile Marketing Planning
Why Plan?
3.0
Your business is constantly changing:
• Management
• Communication
• Resources
• Technology
• Outside influences

6. Mobile Marketing
Mobile Marketing Planning
Why Plan?
Remember:
Marketing helps drive sales.
Therefore, planning marketing to
drive successful sales is a
vital business necessity!
3.0

7. Mobile Marketing
Mobile Marketing Planning
Why A Plan?
• Serves as an ongoing, written Road Map
• Starts & sparks creative thinking
• Allows you to assign responsibilities and tasks
• Helps you make strategic decisions and
evaluate tactics
• Manage budget
• Manage program schedule
• Analysis of product/service
• Measure and track results
• Can be used for management buy-
in/consensus
• Cover yourself in difficult accountability
situations
Why Not?
• By the time you complete a
marketing plan, it will no
longer be relevant
• You’re simply too busy
• You’re already a marketing
expert and don’t need one
• You know your business and
your customers and it’s all “in
here” (your head)
• You’re a doer and not a
planner—heck, it’s worked
well up until now?
3.0

8. Mobile Marketing
Mobile Marketing Planning
The Marketing Brief/Plan
OVERVIEW
• Define Your Company Background
• Describe Your Product/Service and the
Benefits in Order of Priority
• Understand Your Market and the Competition
• Know Your Customer Intimately
• Develop Your Key Marketing Message
• Identify Hurdles, Obstacles and Risk
• Decide on Your Strategy & Integrated
Marketing Tactics
• Set Sales & Marketing Goals
• Determine Your Budget
• Execute
3.0

9. Mobile Marketing
BACKGROUND INFO
• Define Your Company Background
• Describe Your Product/Service and
the Benefits in Order of Priority
• Understand Your Market and the
Competition
Mobile Marketing Planning
The Marketing Brief/Plan
3.0

10. Mobile Marketing
DON’T CONFUSE Features & Benefits
Which are the following?
• Convenient
• 4-speakers
• Solar powered
• Save money
• 6-drink holsters
• Lightweight
Mobile Marketing Planning
The Marketing Brief/Plan
4 loud speakers
Awesome stereo
6 drink holsters
Night light
Solar powered
3.0
A feature describes a part of a product or service.
A benefit sums up how a product/service will directly offer a user a solution.

11. Mobile Marketing
Mobile Marketing Planning
The Marketing Brief/Plan
3.0

12. Mobile Marketing
Mobile Marketing Planning
The Marketing Brief/Plan
3.0

13. Mobile Marketing
KEY INFO
• Know Your Customer Intimately
• Develop Your Key Marketing Message
• Identify Hurdles, Obstacles and Risk
Mobile Marketing Planning
The Marketing Brief/Plan
• (who we are/our business) SMART
Marketing Solutions, a leading full
service integrated marketing agency,
• (our customer) delivers to medium to
large-sized businesses,
• (USP) over ten years of strategic, high-
return, marketing planning, execution
and experience (Playtex, Bic, Rogaine,
and others) in
• (our services) branding, marketing,
mobile, website design and print
design, at high value (price/results/ROI)
• (problem we’re solving) to support
clients looking to gain and/or sustain a
competitive advantage.”
3.0

14. Mobile Marketing
Mobile Marketing Planning
The Marketing Brief/Plan
3.0
Great Example of well-planned mobile marketing…
https://www.youtube.com/watch?v=fkCO13drNX4#t=122

15. Mobile Marketing 2.0
Mobile Marketing Tactics
SMS: Best Practice
Hungry Lion case study...
• Awareness
• Engagement
• Redemption
• Target market (HHI, Demo)
• Strategy, Objectives & Tactics
• Call to action
• Media mix
• Results/Outcomes

16. Mobile Marketing
US Smartphone penetration is 68.8% (March, 2014)
ComScore
3.0
Mobile Marketing Planning
The Marketing Brief/Plan: Know Your Customers

17. Mobile Marketing 3.0
Mobile Marketing Planning
The Marketing Brief/Plan: Know Your Customers

18. Mobile Marketing 3.0
Mobile Marketing Planning
The Marketing Brief/Plan: Know Your Customers

19. Mobile Marketing 3.0
Mobile Marketing Planning
The Marketing Brief/Plan: Know Your Customers
Mobile app usage grew a stunning 76% in 2014.
The biggest mobile app use growth was in the categories of
• Lifestyle/Shopping (174%),
• Utilities/Productivity (121%) and
• Messaging/Social Media (103%)
according to Flurry Analytics.

20. Mobile Marketing 3.0
Mobile Marketing Planning
The Marketing Brief/Plan: Know Your Customers

21. Mobile Marketing 3.0
Mobile Marketing Planning
The Marketing Brief/Plan: Know Your Customers

22. Mobile Marketing
MOBILE USAGE
Pew Research 2013.
3.0
Mobile Marketing Planning
The Marketing Brief/Plan: Know Your Customers

23. Mobile Marketing 3.0
Mobile Marketing Planning
The Marketing Brief/Plan: Know Your Customers
20% of US consumers are
“App Install Addicts”
downloading 17+ apps per
month, about 32 million
people, according to Flurry.
They’re 53% female, over-
indexing by 10% for app
installs. By age, they over-
index in the 13-17, 18-24 and
35-54 age groups.

24. Mobile Marketing 3.0
Mobile Marketing Planning
The Marketing Brief/Plan: Know Your Customers

25. Mobile Marketing
MOBILE USAGE
3.0
Mobile Marketing Planning
The Marketing Brief/Plan: Know Your Customers
63% of adult cell
owners use their
phones to go
online.
34% of cell
internet users go
online mostly using
their phones, and
not using some
other device such
as a desktop or
laptop computer.

26. Mobile Marketing
TACTICS, METRICS & GOALS
• Decide on Your Strategy &
Integrated Marketing Tactics
• Set Sales & Marketing Goals
• Determine Your Budget
Tinyurl.com/6ys2waz
(see if you can identify the strategy, tactics and objective
of Tesco)
3.0
Mobile Marketing Planning
The Marketing Brief/Plan: Tactics, Metrics & Goals

27. Mobile Marketing
Objective: To be #1
Strategy: Bring Store to the
Customers
Tactics: Integrated Mobile
Marketing and Display
Advertising
3.0
Mobile Marketing Planning
The Marketing Brief/Plan: Tactics, Metrics & Goals

28. Mobile Marketing
DEFINE
SUCCESS
• Impressions
• New customer
acquisitions
• Sales estimates
(dollar volume, units)
• Costs
• Profit margin
• Market share
• Influence
• Relationships forged
EXECUTE
• Team engagement
&
executive/manage
ment buy-in
• Media research
• Schedule tests
• Copy and creative
development
• Develop timeline
• Rollout (phases)
ESTABLISH A
BUDGET
• What are costs to
execute test(s)?
• What’s your cost to
acquire one
customer?
• And/or, what’s your
cost to sell one
product?
What might help you
determine your
marketing budget:
• Matching your
marketing message
to your medium
3.0
Mobile Marketing Planning
The Marketing Brief/Plan: Tactics, Metrics & Goals

29. Mobile Marketing
Mobile Marketing Planning
EXERCISE
Congratulations! Your new job as EVP of Mktg for Ford Motor Co. is to quickly
craft a marketing plan that will help drive Ford’s expected sales revenues,
minimize risk and support Ford’s position as a leading automobile
manufacturer. You have 15 minutes to do this. Good luck…
http://www.foxnews.com/leisure/2011/01/07/ford-unveils-electric-car/
3.0

30. Mobile Marketing
Mobile Marketing Planning
Take-Aways
3.0
• Now that we understand the value of mobile marketing and are interested to “get in the
game” in using it to support our SMB, the question becomes: How can I quickly and
inexpensively mobilize content, drive new revenues and support communications with
new and existing customers using mobile?
• The first part of any successful marketing campaign is planning. Keep in mind, marketing
planning is necessary to drive successful sales
• Developing a marketing plan does not have to be intimidating or take long to do. Where
there are several standard components of a traditional marketing plan, you can create an
abbreviated one in less than 24-hours.
• Standard answers to marketing questions need to documented in a marketing plan, or
brief. These include answers about the product, market, key message, hurdles/risk,
defining success, etc.
• Be sure to clearly articulate: The difference between Strategy, Tactics & Objectives
(remember Tesco)

31. Mobile Marketing
Mobile Marketing Planning
Take-Aways
3.0
• Use your plan to generate consensus among management, minimize your risk, make
better decisions and most of all, CYA!
• Always, write your plan down, Test, test, test specific integrated tactics, know what success
is and track that success closely

32. Mobile Marketing
Mobile Marketing
4.0 Mobile Web Optimization
Development

33. Mobile Marketing
Mobiel Web Optimization
4.0
http://vimeo.com/72769999

34. Mobile Marketing
• Watch the video workshop (first 42 min are workshop)
• Feel free to jump around the video once you feel you’ve got it
• Go to dudamobile.com, type in a website and start playing with the
tool. Feel free to register
• Feel free to send me a screen grab of your mobile optimized website.
Mobile App/WebApp Build
4.0