MOBILE STRATEGY

OFF THE GROUND

10 WAYS TO GET YOUR

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Making the mobile mind shift…

Knowing that your brand or business has to go mobile is completely

different from actually going mobile. In fact, many marketers who are new

to mobile might not know where to start, or are delaying adopting mobile

to their marketing because of uncertainties about costs, resources or

technical complexity.

In this eBook, we address the fears with the 11 basic ways you can build a

mobile strategy from the ground up.

From developing your presence via a site or app, to bringing mobile to

the heart of your business, to investing in new trends, we cover the entire

spectrum to give you a primer on crafting a mobile strategy that will

increase your reach and help you acquire new customers!

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BUILD BOTH APPS AND MOBILE SITESThose marketers who create a full mobile experience for their consumers - with apps, optimized mobile sites, mobile loyalty programs, employing targeting like location, allowing sales on mobile devices etc., are really experiencing the power of mobile along the purchase funnel. 

Sheryl Daija, chief strategy officer MMA

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As any great marketer knows, tactical decisions should be backed up with a sound strategy. An app or a mobile site shouldn’t be confused with a mobile

strategy – they are simply the tools used to create a mobile experience for consumers. Your mobile strategy should use different mobile solutions to

reach different customer segments, at various stages in the sales funnel.

How do you know whether to use a mobile site vs. a native app?

It all comes down to your objectives - what you are trying to achieve? Generally speaking, mobile sites, whether responsive or HTML5 Web apps, are

crucial for appearing in search & booting mobile traffic, especially of new customers. On the other hand, native apps are most powerful when they are

used to improve customer experience, increase retention and loyalty.

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Build both apps and mobile sites

Leading brands develop multiple mobile platforms to meet different user needs. Lufthansa, for example, offers a mobile site and an

app for a more personalized experience, including mobile boarding. Mango’s mobile site and app follow a similar structure, however

the iOS app improves user in-store experience with barcode scanning functionality, image recognition (AR) and native maps.

PROS:Specifically designed and developed for a certain mobile device and operating system (iOS, Android), and for this reason they are known to offer a better user experience 

Content is also available offline – making it a great solution if your user’s connectivity is questionable (i.e. will  they use your app in the subway?)

Mobile engagement: ability to send out push notifications & in-app pop up messages, build mobile loyalty programs, develop targeted & personalized mCRM strategy

Hardware & operating system integration (ie. integrate with users camera for photo-sharing, iOS’s Passbook for coupons/tickets, mobile app payment)

Monetization: integrating banner ads into your app is easy

Publish native apps on Apple’s App Store, Google Play to expand your exposure and reach worldwide

CONS: Content in native apps won’t show up in search results as it is not on the Web, so getting discovered  relies on your ability to promote your app.

Subject to approval processes of app stores, both at the launch and when making any interface updates

PROS:Responsive design is a popular, easy solution for businesses who already have a strong web presence

HTML5 Web apps are more streamlined versions of the website, providing users with a more precise, features-based experience, built for touchscreens

Web apps mimic native apps when saved to a user’s smartphone home screen

Content from mobile sites are indexed, will show up in search results

More flexibility for interface design and content since you are not subject to approval from any app marketplace

CONS: Web apps can’t be distributed via the popular app stores

Limited to web-based engagement strategies

Content can only be accessed when online

Other resources to check out:Salesforce 2014 Mobile Behavior ReportAdobe Digital Index Report

MO

BILE SITENA

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MAKE MOBILECENTRAL TO YOUR OFFLINE MARKETING ACTIVITIESMobile is becoming not only the new digital hub, but also the bridge to the physical world. That’s why mobile will affect more than just your digital operations — it will transform your entire business. 

Thomas Husson, Vice President and Principal Analyst at Forrester Research

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Going mobile isn’t just about creating a mobile-friendly site, it’s also about connecting your offline audience to digital experiences via mobile technology.

How do you bridge the gap between offline and online marketing?

Mobile needs to be central to all of your marketing campaigns. This means that you need to appeal to mobile users at every opportunity. As a marketer

you’re already familiar with direct marketing campaigns, but how can you get those offline impressions to pick up their mobile device? Let’s go over some

of the most popular tactics marketers can employ to activate discovery of their mobile proposition:

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Make mobile central to your offline marketing activities

QR Codes

One of the most popular tactics has been the use of the QR code – the scanable 2D matrix which leads a user to a

destination link. QR codes can be placed anywhere – from outdoor advertisements and brochures to storefront decals

and in-store marketing, etc. – but adoption has been slow, mostly due to ill-conceived campaigns. To make the most

out of your QR code campaign, ensure that your CTA is clear, that you choose a media that encourages the mobile

experience (i.e on a subway platform where there is no Wi-Fi signal) and that the destination link is mobile-friendly.

SMS

SMS can also provide a reliable, low cost way for consumers to contact you for information requests, samples, competitions &

sweepstakes, and more! “Text to (fill in the blank) ” campaigns can be placed in TV, print and radio ads, direct mail, or even

in-store to engage mobile consumers. Plus, once you have a “opt-in” phone number, you are able to retarget SMS contacts about

the promotion.

Image / Audio Recognition

Both image and audio recognition leverage native apps that mobile users are familiar with to activate mobile discovery.

Image recognition lets consumers scan a portion of an ad using an app like Google Goggles (available for Android).

Less obtrusive than QR codes, image recognition enables users to discover a visual or text match of the scanned logo,

creative or object, on the internet. Similarly, audio recognition let’s users discover brand experiences via apps like

Shazam. Users can identify songs used in TV shows & advertisements and then respond to links for exclusive brand

content or app downloads.

Storytelling as a way to promote discovery?

QR codes, SMS and recognition technology can help you attribute visitors to a specific campaign, but there are also “softer” ways to

build the bridge between offline and online. Storytelling is all about connecting with users on an emotional level at the appropriate

moment, and you can use it in your PR and brand campaigns to show consumers the benefits of your mobile experience. For

example, provide examples of how consumers benefit from using your mobile app in your PR, encourage showrooming during an

in-store visit with creative marketing, or leverage the power of user-generated content during a live event. Although such activities

may not be directly attributed to online sessions or sales, positioning yourself as a “mobile-first” brand does wonders for your

reputation; over 60% of people are more aware of a brand if they can interact with them in a new media environment.¹

1. 2010 Cone Consumer New Media Study

IMPLEMENT AMULTI-SCREEN DIGITAL MARKETING STRATEGYIf your plans don’t include mobile, your plans are not finished.  Wendy Clark, Coca-Cola

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With the rise of smartphones and tablets, we have witnessed a surge in multi-screen

behavior – the use of more than two screens at the same time (smartphone, console,

TV, tablet). People aged 18-34 years show the highest likelihood of being multi-platform

(74%), switching between different devices according to the time of day, preference for

accessing certain content and location.  For example, tablet usage peaks in the evening

at home, while smartphone usage is spread throughout the day, with weekday peaks

during rush hour (presumably during the commute to/from home) and at lunch breaks.

Campaigns that rely on multiple screens can achieve reach and conversions unparalleled

by single-screen campaigns. Adjusting your marketing campaigns by device, location,

and time of day, will enable you to deliver relevant content to different segments of

your audience, thus maximizing ROI.

For example, 40% of smartphone users watch TV while browsing a smartphone.

Knowing this, it’s not surprising that many brands have begun to feature mobile use

cases in TV ads, social media tie-ins (for example via Twitter hashtags) as well as SMS,

audio recognition and app download CTAs, hoping that consumers will take action as

a result of seeing the ad.

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Implement a multi-screen digital marketing strategy

1 - Content Grazing: the most common activity, this audience will use a second screen for separate multi-tasking or for

distraction (ie. Checking social media during commercial breaks). To engage this group, marketers must find ways to insert

themselves into these moments of distraction, providing bite-sized content in an attempt to overcome short-attention

spans and encourage deeper engagement.

2 - Investigative Spider-Webbing: this audience will view similar content on two or more devices, due to piqued curiosity

and need to know more (ie. TV program on current event and mobile search on specific details). Marketers can reach this

audience by providing relevant information, encouraging deeper exploration

3 - Social Spider-Webbing: driven by a need to connect and share, this audience will use two or more devices to engage

in conversation (ie. Live TV event, follow hashtag conversation & share opinion). Content is a catalyst for conversation and

marketers can reach this audience by adding a relevant and compelling voice to social channels.

4 - Quantum: a disjointed but sequential approach to multi-screen, this audience will start a task on one device and move

to another (ie. Search on mobile, deeper research on laptop). Marketers need to find ways to seed ideas on one screen for

further exploration on another, encouraging consumers to move to the screen that provides the best user experience, and

represents the marketer’s goal.

According to recent research from Microsoft², there are four common multi-screen pathways, driven by specific consumer needs, that can help marketers

simplify their approach to cross-screen consumer engagement:

2. Microsoft Advertising Insights. “Cross-Screen Engagement”

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INVEST INSOCIALADVERTISINGWhen we see content getting organic traction (via the analytics), we reactively craft related social/display ad copy and put some media spend behind it so as to increase reach and engagement among similar audiences. I guess you could call it real time social advertising.  Robin Hamman, Director of Social Business at FleishmanHillard

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Connecting to social networks is one of the primary activities mobile users do, with 75% of smartphone users and 64% of tablet users checking social

media at least once a day³. In fact, Facebook is the most widely used app in the US with over 86 million monthly users! Engaging mobile customers via

social is a winning strategy, but how can brands get noticed?

Unfortunately, the days of reaching new users on many social networks for free are behind us. However, the good news is that social media advertising

can be done even on a small budget and can be targeted to specific users to help drive traffic and sales. Both Facebook and Twitter allow businesses to

put a budget towards promoting posts/tweets, advanced targeting for native ads and even the ability to set a budget to promote offers, generate leads

or drive app downloads. Pinterest, Google+, Instagram and most recently Snapchat, are also rolling out advertising offers for business, further propelling

the motto that you’ve gotta “pay to play”.

App Install Ads

According to eMarketer, app install ads constitute between 30 and 50 percent of the mobile advertising market,

excluding search, and will reach $11 billion in the U.S. by 2017.

Since Facebook launched the app suggestion ad format late last year, it is becoming THE app install driver,

according to IAB UK. Half of the top grossing apps on the App and Play Store use Facebook App Install ads, and

developers says these ads reduce acquisition costs by 15% to 60%. In the first 9 months of 2013, Facebook has

driven 145m apps, and revenues have risen from 25 million in Q1 to 74 million in the last quarter.

In June, Twitter also began to offer a new ad unit dedicated to mobile app installs, offering another promising

channel for app marketers to drive downloads.

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Invest in social advertising

3. Salesforce 2014 Mobile Behavior Report

With more options available to app marketers, it’s still important to stand out from the crowd and catch a user’s attention - a simple screenshot of your

app is no longer enough. To get the most out of social ads, brands need to engage in storytelling: capturing images of products or people enjoying a

service, fun and captivating claims, and explicit calls to action.

Facebook and Twitter App Install ads show up in news feeds and can be targeted to custom audiences based on preferences,

geography or demographic. Once a user clicks to install, they will be taken to the Apple App store or Google Play to download.

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OPTIMIZEFOR LOCALSEARCH80% of success is showing up.Woody Allen

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Local search is key for businesses. In fact, according to Google, local searches lead 50% of mobile users to visit a store. Spending a bit of time making

sure your web and mobile sites are optimized for search engines can help you see a nice lift in your organic traffic.

Check your page titles and descriptions

This is the copy that shows up in search, so put your best foot forward. Be sure to include keywords and synonyms that your potential customer might

search for, as well as the USPs that set you apart from your competitors. The goal is to craft a message that will make people want to click – keeping it

between 150-160 characters.

Get some inbound links

Invest some time in reaching out to websites that are well regarded in your area or sector. For example, if you have a restaurant try getting your local

newspaper to link to your site when they are running a story on places to wine and dine. You’ll need to a flex a little PR muscle, but once you have a few

quality inbound links, search engines will take notice.

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Optimize for local search

A quick search for sushi in Toronto brings up blog posts, Google+ listings and review sites to help customers choose a restaurant!

Ensuring your online listings are correct

With 69% of mobile users looking for a business within five miles of where they’re located, it’s vital that your retail outlet is listed with local directories

and blogs. Plus, any discrepancy in your businesses address is going to throw warning signs out to potential customers and Google, so be sure that all

listings are correct. Think industry listings, review sites, Yelp, YellowPages, etc. and, if need be, reach out to webmasters to have details changed.

Sign up to Google My Business

Google My Businesses helps connect you to people looking for businesses like yours in Maps, Search and Google+, making it simple for people to contact

your business, see reviews and get directions. With Google being the predominant engine for search, it’s vital that local businesses establish a presence

to increase visibility and engagement.

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TEST-DRIVENEW MOBILETRENDSEnd-users, not technologies, shape the market. Consequently marketers need to stay abreast not only of technological developments but also of the way people respond to them.Matt Haig, author

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From mobile wallets to push notifications, to beacons and everything in between, it’s hard for marketers not to get wrapped up in the excitement of

the constant flow of innovative technology. However, as marketers it’s our job to evaluate which technologies and platforms can improve the customer

experience and decide how to adopt them.

Which trends are worth testing out?

Depending on your business goals, here are a few trends that you may want to leverage to increase your reach and improve engagement via mobile.

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Test-drive new mobile trends

Beacons

A beacon is a low-cost device that a Bluetooth connection to transmit push notifications directly to a smartphone when the user

(who has downloaded your app) is within a set proximity to the device. Beacons are gaining popularity for in-store campaigns,

specifically for providing contextual information, cross-selling and personalization, based on purchase history.

Location-based marketing

With mobile users on-the-go, brands have an endless amount of possibilities when it comes to setting up location-based

marketing campaigns that target consumers at the right place, at the right time. Not only can content be customized to specific

geographical areas, but brands can also send out custom push notifications using geo-targeting or geo-fencing. (For an overview

of location-based marketing, check out this infograhic)

Mobile App Payment

Although mobile payment has not gone mainstream, the popularity of new mobile payment systems like Apple Pay, which makes

it easier for retailers to take in-app payments, will certainly help raise consumer’s comfort levels with buying via their mobile.

Unlike web-based payment, integrating paying within the app does not direct the user to another transactional site, but keeps

the user in the app. This option is only available for native apps. Keeping you customer “inside” your app can have its benefits,

the most important being that mobile app payments can be done quickly, as users only need to verify payment via their Google

Wallet or Apple Pay account.

User-generated content

With the increased popularity of photo and video creation apps like Instagram, Snapchat, Vine, etc., including a user-generation

component to marketing campaigns can be a winning strategy for brands looking to increase brand equity and reach via mobile.

Easily shareable, micro-content help brands spread their message in social media channels in an authentic way, celebrating

customer loyalty and helping to drive sales.

Showrooming

A growing trend that many brick-and-mortar retailers once feared is now being embraced by many leading brands and seen as

an opportunity to improve the customer experience. Encouraging showrooming by providing scanable barcodes for additional

product information, in-store iPad docks for online ordering, as well as coupons for in-store or online purchases all help make

the customer journey via mobile easy.

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DEVELOPYOUR MCRMSTRATEGYWhen downloads represent just half the job, and re-engagement is what actually gets you results, you need strategies to make it happen.Mick Rigby, CEO of Yodel Mobile

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One of great things about mobile is the promise of immediate contact to consumers. When consumers download your mobile app, your brand now has

an open channel to communicate with the consumer. However few brands fully leverage the opportunity to develop a mCRM strategy.

Considering 80% of apps are only used once, the need to re-engage consumers after the download is very real. Brands can take advantage of push

notifications and in-app pop ups to develop a mCRM strategy that will increase retention, lead consumers towards purchase and develop loyalty.

Once an app is downloaded, app marketers can nurture user usage through a flow of push notifications tailored to specific events along the user journey.

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Develop your mCRM strategy

PROMOFOR YOU

Download app

“Thanks for downloading the app. Check out our

new fall line-up!”

“Shhh! We have a secret just for you: 25% off all

shoes today only!”

“Don’t miss out: take 10$ off when you spend $50

or more!”

yes yes

no

Using the app How often?

2 day later1 day later 3 day later

Daily

Weekly

Monthly

Reward loyalty, encourage recommendations

Encourage loyalty

Remind user of app benefits, prompt usage

Here are a few ideas for developing messages for your mCRM strategy:

• Prompt usage: Remind users about how they can benefits from your app, invite users back to app with incentive (coupon, offer)

• App updates: communicate new features and fix bugs, important news

• App engagement: push notification around special events (dates, festivities, even temperature changes!) or current trends,

• mCommerce: use in-app pop ups related to last search enquiry or viewing patterns, send transactional alerts about order & delivery status.

• Encourage reviews: prompt users to review your business and your app

• Loyalty & retention: remind users of status in loyalty programs, reward users for loyalty, offer incentives

One of the major critiques of push notifications is that users will not opt-in, however recent reports suggest that over half of users will accept push

notifications, and even more will opt-in if they are clearly shown the benefits. It’s up to marketers to explain the advantages of accepting push notifications,

in app store previews, during the first app open (via pop up messages) and in the app settings.

PROMOFOR YOU€

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MAXIMIZE YOUR APPMARKETING

You need to commit. You need to commit to spending the money, gathering the data, and changing the acquisition plan accordingly. Benjamin Hansz, Fiksu

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Getting your app into the hands of consumers is key to increasing your mobile reach. Commit to maximizing your app marketing efforts and optimize

acquisition campaigns across various channels:

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Maximize your app marketing

App Stores

App marketplaces like Apple’s App Store and Google Play give you access to millions of consumers, but getting them to download

your app can be challenging. Your app icon, description and preview all play an important role in getting consumers to notice your

app. Use video to show off your app experience, and make sure screenshots and text highlight the benefits of your app.

When an app is on the app store, improving ratings is another vital factor. If users aren’t satisfied, it’s important to start a conversation

and learn why, in order to turn the brand’s biggest critics into loyal fans. Remember: even unhappy users can be turned into

evangelists if your app meets their needs and goes beyond their expectations.

Online marketing

Giving mobile traffic the option to be redirected to the appropriate app store is one of the best ways to drive app downloads, but it’s

not the only way. Leverage social, email, search and paid advertising to promote app to your desired target group, and lead them

towards to download with persuasive CTAs that highlight the benefit of your app. You can also submit your app to be promoted on

app marketplaces and user acquisition networks, like Appia, appPicker, Appgratis, among others.

Offline marketing

Including your app icon along with either the App Store or Google Play logos on your printed marketing collateral, including

signage, brochures and advertisements, is an easy, low cost way. You might also consider the use of QR codes, SMS or image/audio

recognition to bridge the gap between offline and online (as discussed on page 7). Finally, include your app in your PR activities,

highlighting consumer benefits, usage stats and/or case studies.

DEVELOP AMOBILE-MINDED TEAMMobile will ultimately be the way you provision most of your services. The way I like to put it is, the answer should always be mobile first. You should always put your best team and your best app on your mobile app.

Eric Schmidt, Google chief executive 

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Adopting mobile is not just about developing apps or a responsive website. It’s also about managing every step of your business’s mobile evolution with

the help of a highly skilled mobile-minded team. In other words, build up a team that takes ownership of mobile statistics and metrics, monitors mobile-

specific trends, monitor competitors’ investment in mobile, etc.

Companies can manage huge flows of data using closed-loop app analytics and marketing platforms that helps brands acquire, engage, and retain

users. Analytics can help you track the effectiveness of your user acquisition and app marketing campaigns, while access to data can help your dig deep

into app user behavior which is key to accommodating customer needs. Looking at key metrics can help you optimize your mobile strategy, focusing on

activities that resonate most with active users.

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Develop a mobile-minded team

The Key Mobile App Metrics You Need to Know

Acquisition: number of downloads, ratio of opt-ins

Taking a look at how make downloads you have on regular basis will help you assess you user acquisition campaigns, but taking it a

step further by looking at opt-ins helps you get a real idea of your actual reach. Low opt-ins for push notifications? You may need to

improve your app store messaging, or include a mini-tutorial upon the first app open to explain the benefits of push.

Engagement: number of sessions, length of sessions

Checking how many times a user opens your app and how active they are is key to understanding the health of your app. Transforming

a non-user to a monthly active user, or better yet to a daily user requires a well-planned CRM strategy.

Retention: number of active users/ total app installs

Understanding how many daily active users you have, or how many of last week’s users came back this week, can help you assess

shortcomings in your app marketing, content and UI. Keeping a high retention rate is a sign that your app is hitting the mark with

users.

Conversion: exit points

Minimize funnel abandonment by understanding bottlenecks within the app. If many users are not completing a desired action,

understanding where they exit can help you focus your optimization efforts.

Quality: ratio of app crashes to app sessions

Users have an extremely low tolerance for buggy apps – so ensure you are closely monitoring the quality of the app experience.

Fixing a bug quickly can not only help save your app from being deleted but will also help you avoid getting negative reviews, which

will only hurt your future acquisition numbers!

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+- MRCM -M +

3+

-6

÷

=

9%

00 .

ONAC

PUT CUSTOMERNEEDS FIRSTMobile is not the future, it is the now. Meet your customers in the environment of their choice, not where it is convenient for you.

Cyndie Shaffstall, Spider Trainers

10“

”

Forget about one-size-fits-all strategies and ask yourself: “What do my mobile customers need?” With mobile, you can be with your customers wherever

they are so take advantage of the ability to be omni-present and develop a mobile experience based around “the right time, at the right place”.

For example, Waze gathers crowd-sourced information by its users “on the ground” to give real time updates on traffic, accidents, and gas station prices.

HotelTonight offers last minute discounted rooms at quality hotels, allowing consumers to save up to 70% and hotels to fill those rooms that otherwise

would remain empty. By embracing an always-on mentality and developing services that can meet mobile-specific needs, companies can develop apps

that serve a purpose, while meeting business objectives.

RONIC CALCULATOR

0

1

4

7

CE

GT

7

2

5

8

+- MRCM -M +

3+

-6

÷

=

9%

00 .

ONAC

ELECTRONIC CALCULATOR

0

1

4

7

CE

GT

7

2

5

8

+- MRCM -M +

3+

-6

÷

=

9%

00 .

ONAC

Put customer needs first

How can you tap into your customers’ needs?

Be available to dialogue

Whether it’s via informal channels like Facebook or Twitter, chat support and call

centers, or review sites, give your customers a platform to discuss their needs directly

with you. You might be surprised - your next big idea or innovation could be inspired

from customer feedback.

Listen

It’s easy to think that we have all the answers but the truth is that our customers all

experience a unique journey. Listen to the feedback they give you at each touch-point,

and make changes to your business to reduce friction.

Create a customer-focused culture

Meeting customer needs should be a focus throughout the entire business structure,

giving way to processes and approaches to improve, based on feedback.

Build both apps and mobile sites

Make mobile central to your offline marketing activities

Implement a multi-screen digital marketing strategy

Invest in social advertising

Optimize for local search

Test-drive new mobile trends

Develop you mCRM strategy

Maximize your app marketing

Develop a mobile-minded team

Put customer needs first

#1#2#3#4#5#6#7#8#9

#10

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