elements of a mobile strategy
DESCRIPTION
Mobile is becoming increasingly important for brands and their marketing activity.Discover how I Spy are tackling mobile marketing for their clients.TRANSCRIPT
Elements of a Mobile Strategy
What should be considered in a mobile strategy?
Traffic ControlNatural Search
Ad ControlPaid Search & Display
Journey ControlConversion & Analytics
Crowd ControlSocial Media
Mobile
Traffic ControlNatural Search
Mobile website
Build & optimisationo Keyword research
Launcho Submitting mobile sitemapo Error checking
Reporting o Sourceso Keywordso Revenue
Mobile website promotion
o PRo Submitting to mobile
directorieso Blogger networking & reviewso Offline
Mobile Website
ASOS generated over £1m in revenue via its mobile site in December alone
Journey ControlConversion & Analytics
Mobile Website
Buildo Expert usability advice
Ongoingo Conversion testing
Reportingo Insights & advice on improving conversion rate
Mobile research
Mobile research
LSE iPhone app to discover how people’s feelings are affected by their surroundings
App asks users a few times a day to say how they are feeling, what they are doing & where they are
38,000 participants
Ad ControlPaid Search & Display
SMS/MMS
Display
Sponsored mobile apps
Crowd ControlSocial Media
Facebook places
Facebook deals
Mobile Apps
Engagement focused Apps
eCommerce focused Apps
Debenhams’ iPhone app has generated almost £1m in sales since launch last October.
Sales on its website have increased 82.4% since October.
App promotion
o Promotional Facebook tab
o Submitting to review sites
o Networking with bloggers
o Videos/imagery
o Upcast
QR Codes
WoM/Viral
Augmented Reality/Ford KA
Mobile
Tips for a good mobile strategy
o Planningo Promotiono Integration with offlineo Integration with all digital departments