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5 Easy Mobile Marketing Steps for Better Results
Recently, Business Insider reported on the steady rise of so-called mobile order-ahead applications by quick-service restaurant brands. The latest to join the ranks is Taco Bell. Their application, designed to provide potential customers with yet another medium to convert, allows consumers to place their food orders via smartphone, skip the line and pick up their meals on the go. Makes sense, right?
IS MOBILE MARKETING IMPORTANT?
While the success of this application remains to be seen, the importance of having a mobile presence is clear: eMarketer predicts that 59% of the U.S. population will regularly use a smartphone this year and that, for the first time this year, “U.S. advertisers will spend more” in search and display “to reach consumers on mobile devices than desktop computers.” The experts at Forrester note this isn’t just a domestic trend, forecasting “42% of the total population globally will own a smartphone by the end of 2015.” Having a mobile website design that is easy for the user and also simple to convert is critical to the overall mobile marketing process.
SHOULD YOU IMPLEMENT A MOBILE MARKETING STRATEGY?
Short answer: a strategic mobile presence is absolutely necessary today, and brands that do not currently offer mobile optimized sites are already behind and are missing the opportunity to engage and convert valuable mobile users. However, it’s undeniable that developing a nimble marketing strategy that seamlessly incorporates mobile and ensures a satisfying cross-platform experience for the customer can be challenging. With the staggering investment required for mobile transitions, staying on budget and maintaining a consistent brand identity across channels is incredibly important.
There are numerous factors to consider that require cross-channel expertise. Does your mobile web development strategy incorporate social media best practices and sharing functionality? Is mobile SEO an afterthought or the building block to help potential customers find your business? Are you going after the right keywords for your mobile marketing campaigns to get users to convert?
Although all departments should be included when undertaking such a robust initiative, many of the tools, processes and skills required to successfully implement the marketing strategy and coordinate the various campaigns lie with project management.
The question, however, is: what steps should be taken by all project members to better realize this value in such a technically complex marketing initiative? Here are five steps to take to ensure your mobile strategy is successful.
1. DEVELOP A MOBILE STRATEGY THAT CONSIDERS ALL PLATFORMS
Diving into mobile should not be done haphazardly. Investment in a mobile presence can be incredibly expensive and should be done strategically. Members of account service, project management, creative, and media (SEO, social media, search and display) should all be a part of the strategy and planning conversation. They will all come to the table with different concerns that will help elevate the marketing strategy and ensure a successful (and seamless) rollout. Our previous blog 5 Ways to Integrate Account & Project Management for Better Results can help better highlight tips on creating a good team work environment.
2. COMMUNICATE THE ASK AND DETERMINE THE SPECIFICS
Maintaining communication across projects is imperative. As marketers, we sometimes communicate in silos, forgetting to disperse key findings and takeaways to other members of the team. Facilitating this communication and finding the answers to the questions below is the job of the project manager, account service and creative teams:
- What are we developing?
- How are we developing it?
- How should it look on mobile versus desktop?
- How will it work/what will it do?
- How much will it cost?
- Once developed and in-market, how will we define success?
Agreement on expectations and identification of any potential project risks during the initial stages of the project decreases the likelihood of project overrun on the backend and a clumsy unveiling of the final deliverable.
3. CREATE A COMPREHENSIVE PROJECT PLAN
Project management, along with the client and account service, should always work together to develop a project plan that coordinates all aspects of the campaign. This opens the door for efficiencies to be identified prior to the development of project deliverables. Cost implications can be realized before implementation if the following questions are addressed in timely manner through project transparency:
- Can creative developed for one medium be repurposed for another?
- Do we need to develop a mobile website and/or application if we can save money redesigning the primary website to be responsive?
4. MONITOR YOUR RESULTS
Once a project has been successfully launched, members of account service, media and analytics should monitor the deliverable to determine its effectiveness and report key findings to the client, Continuous Quality Improvement (CQI) and project management teams to begin discussing next steps.
5. GATHER KEY TAKEAWAYS, REASSESS AND IMPROVE YOUR STRATEGY
CQI is a strategic planning initiative implemented to monitor how responsive results increase effectiveness and achieve better results for new projects. Gathering key takeaways and using them to inform your strategy is a smart way to stretch the budget and optimize the marketing strategy.
Investing in mobile can be daunting and interweaving mobile into a comprehensive marketing strategy that enriches the customer experience can be tough; however, with careful project planning, a knowledgeable team and a savvy project manager with an eye on the bottom line, it can provide an experience to your customers that will keep you competitive within the market while keeping you in front of your target customer.
Wondering how to incorporate mobile for a consistent cross-platform experience for your audience?Contact our experts today!