by JCDunn
4. November 2010 17:10
What’s your mobile marketing strategy? Don’t have one? You’re not alone.
Recent research by Forrester found that 57% from a survey pool of 200 global companies either didn’t have one or only in the early stages of developing their mobile strategy.
If you do have a mobile strategy, that’s excellent. The question then is how you are going to continue to evolve your mobile programming and adapt to emerging technology opportunities and changes in customer habits, preferences, expectations, device use and build on insights from all the data you’ve generated.
Defining and maturing your mobile strategy requires a thoughtful and diligent approach if you want to deliver genuine and recurring value to your customers and maximize ROI. It’s more than just porting your web strategy. There are new customer behaviours to understand. Different dynamics for acquisition, engagement, conversion and retention activities are in play. Benefits and costs for each mobile tactical channels – advertising, web, apps, SMS, etc... – need to be weighed. A new measurement and analytics process has to be established.
Digital Cement wants to help you through that process.
We’ve developed the Mobile Maturity Diagnostic so marketers can self-assess the progress of their mobile marketing efforts and gather insight into sustainable and sensible program evolution.
We’re deliberately channel-agnostic. You won’t find out whether you should use SMS or build an app, for example. Those decisions are unique to every company, brand or targeted customer segment. What you will find out are the steps you can take to make sure you have the right framework for making those decisions.
We’ve broken out mobile strategy into 6 categories:
• Audience Management
• Marketing Planning
• Marketing Implementation
• Media Management
• Data + Measurement
• Integration
Each category asks you to align yourself to the descriptive statement closest to your activity level. Have fun with it. Check out each of the statements as they’ll give you insight into the road ahead.
As you progress through each section, we’ll tally up your score and at the end you’ll receive a snapshot of your mobile maturity status and some prescriptive guidance for next steps.
The Diagnostic has a web and touch screen mobile optimized versions. You can try the mobile version by directing your iPhone, Android or other webkit browsers to the same URL as the website: http://www.digitalcement.com/mobile_ready.
We’re looking at this tool as something that evolves as brand mobile marketing sophistication evolves so your feedback on the content is definitely welcome.
If you’re interested in learning more about how Digital Cement can assist you in developing your mobile marketing roadmap, there’s a form on the site or contact me directly at jdunn@digitalcement.com
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