Making Mobile Work For You
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Fresh Digital Group provides mobile marketing services. Their document outlines their strategic approach in 3 paragraphs: 1) They leverage basic marketing principles and research the audience to plan an effective mobile strategy. 2) Their strategies aim to create engaging experiences and consolidate relevant content from various sources. 3) They utilize multiple mobile channels, build customer profiles, promote content through partnerships, and do not exclude segments to maximize reach. Metrics include lifetime customer value to measure marketing returns.
Making Mobile Work For You
- 1. Fresh Digital Group Making Mobile Work for You WE STRATEGIZE. WE EXECUTE. WE DELIVER. ON ALL SCREENS.
- 2. The Basics LEVERAGE RESEARCH your fundamental marketing audience, as well as the principles to get the phones, carriers and right message to the data plans they right people to create, subscribe to. Use it to gain or sustain create an overall picture profitable customer of how they behave, relationships. wirelessly. ALIGN your mobile strategy DEFINE success metrics with your business strategy, for your mobile marketing, as well as other marketing including revenue, efforts, to ensure that all branding, new customer efforts reach for the same acquisition and loyalty, to goal. name a few. We Strategize. We Execute. We Deliver. On All Screens.
- 3. Audience Engagement CREATE meaningful interactive experiences with for your customers with content they find interesting and engaging. Can your mobile content answer these basic questions: • “Are my customers interested?” • “Will they keep my content on their phone?” • “Will they access it often?” • “Will they respond?” CONSOLIDATE content such as news, offers and/or updates streaming from other internal digital channels, across mobile, when applicable. We Strategize. We Execute. We Deliver. On All Screens.
- 4. Customer Reach UTILIZE SMS, mobile web and/or apps for different marketing objectives. Consider the reach and access of each, cost of entry and available Do-It-Yourself (DIY) content creation and publishing tools to best mix and match your tactics to reach desired objectives. BUILD a mobile customer Profit & Loss statement (P&L) illustrating customer acquisition, retention, monetization and growth of each relationship, as a result of your mobile marketing mix. DO NOT EXCLUDE any segment of your target audience from accessing your mobile content as it may very well cost you the relationship along with valuable lifetime value, eventually opening the door for your mobile marketing competition. We Strategize. We Execute. We Deliver. On All Screens.
- 5. Promoting your Mobile Content PROMOTE your mobile content to get noticed and drive success. The efficient integration of mobile with your traditional and digital marketing efforts is critical. Examples of methods to generate frequent engagement of your mobile content include: • Proximity, location-based services • Search, shortcode/keyword calls to action • QR codes • Mobile gaming • Viral forward-a-friend and/or push notices COLLABORATE with an affiliate program with partners to help market your mobile content, keep costs low and drive more immediate adoption. Think beyond the App Store and look towards other mobile OS platforms (Android, Windows Phone) We Strategize. We Execute. We Deliver. On All Screens.
- 6. Mobile Marketing ROI ESTIMATE your ROI by using a model that yields direct or indirect revenue and profitability. Establishing rough estimates for mobile marketing success will make your mobile marketing strategy that much more defendable TRACK your efforts and remain flexible with revenue models that the market may dictate along the way. CALCULATE a mobile Lifetime Engagement Value (LEV) to estimate your efforts showing value over the long haul. • mLEV = Brand Access x Frequency x Reach • In other words, the longer your brand, content and offer stay on a customer’s phone and in front of them, the more chances you have for ongoing and frequent engagement, and therefore, a sales response. We Strategize. We Execute. We Deliver. On All Screens.
- 7. Summary The Basics • Leverage basic marketing principles and Research your audience to outline how you will plan and approach your mobile marketing strategy. Audience Engagement • Create meaningful experiences and Consolidate relevant news from traditional sources and social media streams. Customer Reach • Utilize all mobile marketing channels like SMS, mobile web, apps; Build a mobile customer P&L statement to effectively illustrate customer relationships and Do Not Exclude any segments in your audience. Content • Promote your mobile content using multiple marketing methods like location-based services and push notices. Collaborate with partners that will help you push your content and keep costs low. Return on Investment • Estimate and Calculate by using a mobile Lifetime Engagement Value to measure what effect your marketing is having on revenue and profitability. Always Track efforts to keep an eye any fluctuations and changes that need to be made. We Strategize. We Execute. We Deliver. On All Screens.
- 8. Fresh Digital Group 111 John St 2nd FL New York, NY 10038 www.freshdigitalgroup.com Fresh Digital Group Fresh Digital Group