Follow this simple step-by-step playbook to implement a Mobile Marketing plan that engages the increasing number of mobile users who are interacting with your brand.

MOBILE MARKETING PLANPlaybook & Toolkit

Table of Contents MOBILE MARKETING PLAN

Introduction 06

Conclusion 24

Framework 03

Maturity Model 04

About This Playbook 25

Assess Current Situation 07

10Mobile Marketing Plan

13Implement Your Strategy

17Govern Mobile

20Monitoring Competition

22Measuring Results

stage

stage

stage

stage

stage

stage

1

2

3

4

5

6

Top Mobile Resources DatabasePlanning Checklist

Channel Selection Tool

Risk Assessment Tool

RFP Template

Metrics Dashboard

Usage Survey

Mobile Device Policy TemplateStrategy Scorecard

Readiness Assessment

Business Case

Project Charter

MOBILE MARKETING PLANFramework

Leverage the framework below to quickly empower your organization’s mobile marketing strategy.

Click the buttons below to access all related training, tools, templates, and other resources.

Mobile App Launch Guide

Mobile Application Type Assessment

Competitive TrackingMobile Manager Job Description

Building a Mobile-Friendly Website

Vendor Selection Tool

GOVERN4 MONITOR5PLAN2 STRATEGY3 MEASURE61 ASSESS

Orientation

STAGE 1 - UndefinedSTAGE 2 - Progressive

STAGE 3 - MatureSTAGE 4 - World-Class

Development Focus

No defined strategy or process for Mobile Marketing

Ad hoc app development; Focuses on device & software used; Relies on point tools

Basic design, develop & deploy tools for native, web & hybrid development; Focus on visual & audio customer experience

Robust platform for native, web & hybrid development with focus on customization, interaction & app devel-opment integration

End-to-end platform development, deployment & engagement; Applica-tion Generator for write once deploy everywhere

Defined strategy and processes exists for Mobile Marketing in uncoordinated pockets in an organization

Defined, integrated strategy and processes exists for Mobile Marketing across an Enterprise.

Defined, integrated strategy for Mobile Marketing exists across the Enterprise; Campaigns are tracked & measured by level of engagement & revenue impact

Leadership Skeptical of value of Mobile Marketing; Willing to fund isolated projects and/or test pilot

Views mobile as new marketing channel; Allocates budget & staff resources

Long-tern commitment; willing participant; Resources for growth

Views mobile as strategic function; Fully funds; Organization aligned around mobile as a marketing “spear point”

Technology & Interoperability

Uses MBaaS for shared infrastruc-ture for app execution; Mobile opti-mized APIs for public and Enterprise connectors

Templates for fast development; No interoperability with Enterprise systems

Support for app lifecycle management, multiple plug-ins for customization; Limited interoperability with systems

Enterprise interoperability includes full security, synchronization & deployment

Mobile Marketing

MOBILE MARKETINGMaturity Model

Customer Engagement

Budget &Staff

Management & Policy

Metrics

No budget exists; Spending & staffing is ad hoc

Facilitates content creation, delivery and engagement with mobile website editors, support for QR codes and NFC tags

No formal management or policy for mobile app deployment

No formal measurements in place

Has department device manage-ment & app lifecycle management plans in place

Analytics to monitor & track app perfor-mance, such as QR codes, SMS & web traffic by device and mobile ads

Has Enterprise device management & app lifecycle management policies & policy admin function in place

Dashboard monitors app performance, device usage and location; User engagement by content asset

Has robust app & device management support that includes Enterprise mobile policy and BYOD security

Enterprise-wide dashboard with visual representation of user acqui-sition & engagement by behavior, experience, etc.

Budget allocated; Defined roles & responsibilities for Mobile Marketing

Customer engagement via mobile payments, content & subscription management and multi-channel messaging

Budget with business case to justify spend; Dedicated internal point person for Mobile Marketing

Full-function mobile content engagement & monetization; Includes app customiza-tion, asset management, localization, etc.

Budget connected to marketing goals; Organization aligned for maximum impact in Mobile Marketing

Comprehensive content engagement & monetization; Metrics for mobile personas & usage patterns; Multi-de-vice webs

STAGE 1 - Undefined STAGE 2 - Progressive STAGE 3 - Mature STAGE 4 - World-ClassMobile

Marketing

MOBILE MARKETINGMaturity Model

V I E W R E S O U R C EWant to rate your organization’s Mobile Marketing maturity with an interactive tool? Download our Mobile Marketing Maturity Assessment and get started today!

6MOBILE MARKETING PLAN

Assess Current Situation

Mobile Marketing Plan

Implement Your Strategy

Govern Mobile

Monitoring Competition

Measuring Results

1 2 3 4 5 6

Introduction

How to Use This Playbook

This playbook consists of six stages, each with a description, steps, and action items. Action items include using our premium tools and templates. Our intention with this playbook is to help you:

Plan a mobile marketing strategy that engages mobile

users interacting with your brand

Understand mobile marketing and identify opportu-

nities to improve your organization’s capabilities

Evaluate your organization’s readiness to adopt a

mobile marketing strategy

Stage 1 - Assess Current SituationReadiness Assessment, Business Case, Project Charter

Stage 4 - Govern MobileMobile Device Policy, Usage Survey, Mobile Marketing Manager Job Description

Stage 5 - Monitoring CompetitionCompetitive Tracking Tool

Stage 3 - Implement Your StrategyResources Database, Mobile Application Type Assessment, RFP, Vendor Selection

Stage 2 - Mobile Marketing PlanPlanning Checklist, Channel Selection, Strategy Scorecard, Risk Assessment

Stage 6 - Measuring ResultsMobile Marketing Metrics Dashboard

Outputs from This Playbook

Assess Current SituationSTAGE 1

MOBILE MARKETING PLAN

In this Stage, you will focus your efforts around analyzing your readiness to adopt a mobile marketing strategy, make the case for an investment in resources, and put a high-level project plan together.

Key steps in this stage include:

STEP 1: Conduct a Mobile Marketing Readiness Assessment

STEP 2: Build a Mobile Marketing Business Case

STEP 3: Create a Mobile Marketing Project Charter

8MOBILE MARKETING PLAN

Introduction

Assess Current Situation

1

Senior Management Commitment

Alignment with Goals & Objectives

Knowledge, Trends & Regulations

Planning

Staff, Systems & Training

Executive Summary

Opportunity Overview & Key Success Factors

Assumptions & Decision Making Criteria

Business Impact Analysis

Risks & Contingency Plans

Recommendations

Conduct a Readiness Assessment Build a Mobile Marketing Business CaseSTEP 1 STEP 2

Action Item Action Item

Use the Mobile Marketing Readiness Assessment to iden-tify your organization’s preparedness to create and imple-ment a mobile marketing business strategy.

Use the Mobile Marketing Business Case to convince senior management that pursuing a mobile marketing strategy makes financial sense for the organization.

Areas of the readiness assessment include: Sections of your business case should include:

V I E W R E S O U R C E V I E W R E S O U R C E

Mobile Marketing Plan

Implement Your Strategy

Govern Mobile

Monitoring Competition

Measuring Results

2 3 4 5 6

9MOBILE MARKETING PLAN

Project Overview

Description

Key Success Factors

Risk Identification

Project Stakeholders

Communications Plan

Decision Rights

Approval

Create a Mobile Marketing Project CharterSTEP 3

Action Item

Use the Mobile Marketing Project Charter to establish a clear project scope, decision rights, and executive sponsor-ship for the initiative.

Sections of your project charter should include:

V I E W R E S O U R C E

Introduction

Assess Current Situation

1Mobile

Marketing PlanImplement Your

StrategyGovern Mobile

Monitoring Competition

Measuring Results

2 3 4 5 6

Mobile Marketing PlanSTAGE 2

MOBILE MARKETING PLAN

In this Stage you will work with your team to select the right mobile marketing tactics and channels to use; determine your objectives, metrics, and timeframes; and identify and mitigate project-related risks.

You will perform the following actions build a mobile marketing plan:

STEP 1: Review the Planning Checklist

STEP 2: Select the Right Mobile Channels

STEP 3: Create a Strategy Scorecard

STEP 4: Perform a Risk Assessment

11MOBILE MARKETING PLAN

Introduction2

Mobile Marketing Plan

Stage

Task

Owner

Start Date

Mobile Display Ads

Mobile Coupons

Mobile Applications

QR Codes

SMS Text

Mobile Rich Me

End Date

Duration

Status

Review the Planning Checklist Select the Right Mobile ChannelsSTEP 1 STEP 2

Action Item Action Item

Use the Mobile Marketing Planning Checklist to outline the key tasks and assign ownership and due dates to manage this project from a high level.

Use our Mobile Marketing Channel Selection Tool to iden-tify which mobile marketing channels will be the best fit for your organization.

Sections to include in your review include: Channels in your analysis might include:

V I E W R E S O U R C E V I E W R E S O U R C E

Assess Current Situation

Implement Your Strategy

Govern Mobile

Monitoring Competition

Measuring Results

1 3 4 5 6

12MOBILE MARKETING PLAN

STEP 3 STEP 4

Objectives

Programs & Initiatives

Metrics & KPIs

Timeframes and Goals

Event or Risk Description

Expected Outcome

Impact

Probability

Risk Mitigation Plan

Create a Mobile Strategy Scorecard Perform a Risk Assessment

Action Item Action Item

Use our Mobile Marketing Strategy Scorecard to provide senior management with a one-page document that clearly outlines your plan of attack.

Use our Mobile Marketing Risk Assessment Tool to consider any potential pitfalls or risks that could affect your program’s success, then brainstorm ways to mitigate these risks.

Key information to include in scorecard: What is included in a risk assessment?

V I E W R E S O U R C E V I E W R E S O U R C E

Introduction2

Mobile Marketing Plan

Assess Current Situation

Implement Your Strategy

Govern Mobile

Monitoring Competition

Measuring Results

1 3 4 5 6

Implement Your StrategySTAGE 3

MOBILE MARKETING PLAN

In this Stage you will implement the programs outlined in your mobile marketing strategy scorecard. Many companies start by making their website mobile-friendly, or building a mobile application for their

customers. In many cases an outside partner will be required. Key activities for this Stage include

STEP 1: Gather Mobile Marketing Resources

STEP 2: Consider a Mobile Application

STEP 3: Make Your Website Mobile-Friendly

STEP 4: Contract a Mobile Partner

14MOBILE MARKETING PLAN

Association

News

Directory

Coalition

Community

Stay Connected – maintain a 24/7 connection with your customers & prospects

Cache – having the first mobile app in your industry puts your brand out front

Accessibility – make it as easy as possible for customers/prospects to engage

Visibility – users see their dashboard of apps daily; keep your brand in front of them

Ease of Use – don’t frustrate the users who want to view your website on a small screen

Gather Mobile Marketing Resources Consider a Mobile ApplicationSTEP 1 STEP 2a

Action Item Action Item

Use the Top Mobile Marketing Resources Database to identify resources that can help to equip your team in your mobile marketing journey.

Use the How-to Guide: A Mobile App Launch Guide to learn more about how you can launch a mobile applica-tion that keeps users engaged with your brand when they are on the go.

Types of resources you will encounter include: Benefits of launching a mobile application:

Introduction

Implement Your Strategy

3

V I E W R E S O U R C E

Assess Current Situation

Mobile Marketing Plan

Govern Mobile

Monitoring Competition

Measuring Results

1 2 4 5 6

A MOBILE APP LAUNCH GUIDE

How-to GuideV I E W R E S O U R C E

15MOBILE MARKETING PLAN

Native: application resides on smartphone

Web App: application is available from a mobile web-browser

The importance of being mobile-friendly

Key characteristics of mobile-friendly websites

Benefits of converting your website to mobile-friendly

Action Plan

Consider a Mobile Application Make Your Website Mobile-FriendlySTEP 2b STEP 3

Action Item Action Item

Use the Mobile Application Type Assessment to determine whether you should work with I/T to build a Native or Web application to support your mobile users.

Use the How-to Guide: Building a Mobile-Friendly Website to learn why you need to ensure that your website looks good for mobile users.

What is the difference between a Native and Web application? What will you learn with this guide?

V I E W R E S O U R C E

Introduction

Implement Your Strategy

3Assess Current

SituationMobile

Marketing PlanGovern Mobile

Monitoring Competition

Measuring Results

1 2 4 5 6

BUILDING A MOBILE-FRIENDLY

WEBSITE How-to Guide

V I E W R E S O U R C E

16MOBILE MARKETING PLAN

Company Information

Statement of Work

Proposal Submission Procedure

Score of Work & Requirements

Estimated Budget

Experience, Skill-Set & Approach

Architecture, Technology & Design

Pricing, Deployment & Training

Referrals & Sample Solutions

Contract a Mobile Marketing Partner Contract a Mobile Marketing PartnerSTEP 4a STEP 4b

Action Item Action Item

Use the Mobile Marketing RFP Template to document your requirements for a mobile solution and then send this to your short-list of potential partners to get some proposals.

Use the Mobile Marketing Vendor Selection Tool to compare potential agencies and contractors to ensure you select the right firm for your needs.

What goes inside a request for proposal (RFP)? Sections of the evaluation include:

V I E W R E S O U R C E V I E W R E S O U R C E

Introduction

Implement Your Strategy

3Assess Current

SituationMobile

Marketing PlanGovern Mobile

Monitoring Competition

Measuring Results

1 2 4 5 6

Govern MobileSTAGE 4

MOBILE MARKETING PLAN

To this point, you have developed your mobile marketing plan and implemented your programs. Now, your focus needs to shift to internal governance and

mobile-device usage for your employees. In this Stage you will:

STEP 1: Craft a Mobile Manager Job Description

STEP 2: Survey Employees on Mobile Usage

STEP 3: Write a Mobile Device Policy

18MOBILE MARKETING PLAN

Introduction

Govern Mobile

4

Manage mobile ad campaigns

Stay current on mobile trends & developments

Report on mobile program metrics

Research best practices on mobile marketing

Attend mobile conferences & events

Can provide insight into how consumers and organiza-tions are adapting to the explosion of mobile device usage without doing costly market research.

Craft a Mobile Manager Job Description Survey Employees on Mobile Usage STEP 1 STEP 2

Action Item Action Item

Use the Mobile Marketing Manager Job Description to outline the key responsibilities and requirement for this new position in your organization, or add these to an existing job description.

Use the Mobile Marketing Usage Survey to learn more about how your employees and customers are currently using mobile devices, applications, and channels such as QR codes.

What are the main responsibilities for this position? Why is this an important exercise?

V I E W R E S O U R C E V I E W R E S O U R C E

Assess Current Situation

Mobile Marketing Plan

Implement Your Strategy

Monitoring Competition

Measuring Results

1 2 3 5 6

19MOBILE MARKETING PLAN

Purpose

Applicability

Responsibilities

Affected Technology

Policy & Acceptable Use

Policy for Non-Compliance

Write a Mobile Device PolicySTEP 3

Action Item

Use the Mobile Device Policy Template to govern the use of mobile devices by your employees and contractors to ensure secure access to corporate resources outside of the company.

Sections of the policy include:

V I E W R E S O U R C E

Introduction

Govern Mobile

4Assess Current

SituationMobile

Marketing PlanImplement Your

StrategyMonitoring

CompetitionMeasuring

Results

1 2 3 5 6

Monitoring CompetitionSTAGE 5

MOBILE MARKETING PLAN

In this Stage you will be setting up a process for monitoring your competitors and their mobile marketing activities. This is a simple and effective method for learning new strategies and keeping

tabs on your top competitors. Your only activity in this Stage is to:

STEP 1: Set Up Competitive Tracking Process

21MOBILE MARKETING PLAN

Introduction5

Mobile Application Stats

SMS Programs

QR Code Campaigns

Other

Set Up a Competitive Tracking ProcessSTEP 1

Action Item

Use the Mobile Marketing Competitive Tracking Tool to create a process for monitoring and tracking the mobile marketing programs your competitors are deploying.

What information should be included in the tool?

V I E W R E S O U R C E

Assess Current Situation

Mobile Marketing Plan

Implement Your Strategy

Govern Mobile

Measuring Results

1 2 3 4 6

Monitoring Competition

Measuring ResultsSTAGE 6

Now that you have implemented your mobile marketing programs, you need to track the results of your campaigns and other relevant information. In this Stage you will:

STEP 1: Build a Mobile Marketing Metrics Dashboard

MOBILE MARKETING PLAN

23MOBILE MARKETING PLAN

Introduction

Measuring Results

6

Total # QR Code Impressions

Conversions from QR Landing Pages

Revenue Generated from SMS

# Display Ad Impressions

Clicks by Mobile App Ad Location

Revenue Generate by Rich Media Display Ads

Build a Mobile Marketing Metrics DashboardSTEP 1

Action Item

Use the Mobile Marketing Metrics Dashboard to track your metrics from your mobile marketing programs and generate a dashboard of charts for communication and reporting.

Following are some key metrics you want to analyze:

V I E W R E S O U R C E

Assess Current Situation

Mobile Marketing Plan

Implement Your Strategy

Govern Mobile

Monitoring Competition

1 2 3 4 5

24MOBILE MARKETING PLAN

Conclusion

At the end of any project, it’s always a good idea to review it and identify areas for improvement.

Demand Metric has the tools and expertise to help you build an effective Mobile Marketing program:

Create or audit your existing Mobile Marketing strategy plan

Assist with using any of the tools referenced in this playbook

Provide hands-on marketing assistance to accelerate achieving your marketing department’s goals.

To learn more, contact Demand Metric: info@demandmetric.com

MOBILE MARKETING PLAN

25MOBILE MARKETING PLAN

About This PlaybookThe ANA (Association of National Advertisers) makes a difference for individuals, brands, and the industry by driving growth, advancing the interests of marketers and promoting and protecting the well-being of the marketing community.

Founded in 1910, the ANA provides leadership that advances marketing excellence and shapes the future of the industry. The ANA’s membership includes more than 1,000 companies with 15,000 brands that collectively spend or support more than $400 billion in marketing and adver-tising annually. The membership is comprised of more than 750 client-side marketers and 300 associate members, which include leading agencies, law firms, suppliers, consultants, and vendors.

Further enriching the ecosystem is the work of the nonprofit ANA Educational Foundation (AEF), which has the mission of enhancing the understanding of advertising and marketing within the academic and marketing communities.

MOBILE MARKETING PLAN

About This Playbook

MOBILE MARKETING PLAN

Demand Metric is a marketing research and advisory firm serving a membership community of over 106,000 marketing professionals and consultants in 75 countries.

Offering consulting playbooks, advisory services, and 500+ premium marketing tools and templates, Demand Metric resources and expertise help the marketing community plan more efficiently and effectively, answer the difficult questions about their work with authority and conviction, and complete marketing projects more quickly and with greater confidence — thus boosting the respect of the marketing team and making it easier to justify resources the team needs to succeed.

To learn more about Demand Metric, please visit www.demandmetric.com

© Demand Metric Research Corporation. All Rights Reserved.

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