the 6 elements of a mobile marketing audit
TRANSCRIPT
The 6 Elements of a Mobile Marke4ng Audit
1. MOBILE
FOOTPRINT
2. MOBILE CHANNEL STRUCTURE
3. MOBILE CHANNEL
PERFORMANCE
4. MOBILE
INTEGRATION
5. MOBILE DELIVERY REVIEW
6. MOBILE
MEASUREMENT REVIEW
BEFORE WE START
Take a moment and think about what it is you need to measure. And how will this review effect your
mobile strategy.
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The 6 Elements of a Mobile Marke4ng Audit
PLAN AND PREPARE Think About: • Expecta4ons people might have • What data needs to be collected • How are you going to collect the data • How are you going to deal with any grey
areas or unexpected findings
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The 6 Elements of a Mobile Marke4ng Audit
THINK ABOUT THE OUTPUTS IN TERMS OF ACTIONABLE
ACTIONS
Think about the goals and success criteria you will need to put into place.
It’s important that you develop a roadmap giving you a holis4c view of
what needs to be measured.
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The 6 Elements of a Mobile Marke4ng Audit
1. MOBILE FOOTPRINT Macro and Micro Environments
Exposure Across All the Channels
Paid, Owned and Earned
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The 6 Elements of a Mobile Marke4ng Audit
TYPES OF AREAS YOU NEED TO REVEIW
• THE OVERALL MOBILE LANDSCAPE • INTERINAL MOBILE ENVIROMENT • YOUR COMPETITORS MOBILE ACTIVITY • YOUR CURRENT MOBILE ACTIVITY • MOBILE TARGET AUDIENCES • CONSUMER MOBILE BEHAVIORS • GATHER CONSUMER INSIGHTS • SWOT, KPI’S CSF & OBJECTIVES
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The 6 Elements of a Mobile Marke4ng Audit
LOOKING AT THE CHANNEL DESIGN FOR EACH
INDIVIDUAL CHANNEL • WHICH CHANNELS ARE YOU PRESENT IN • WHICH ARE YOU NOT • WHAT IS THE STRATGEY FOR EACH CHANNEL • WHAT TYPE OF CONTENT IS PRESENT IN EACH
CHANNEL • BRAND MESSAGING FOR EACH CHANNEL • FREQUENCY OF UPDATES
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The 6 Elements of a Mobile Marke4ng Audit
HERE WE ARE LOOKING AT PAID, OWNED AND EARNED CHANNELS TO SEE WHAT ACTVITY YOUR BRAND IS
UNDERTAKING. MATCHING THIS AGAINST THE OVERALL
AUDIENCE AND YOUR CONSUMER SEGEMENTS TO ASCERTAIN THE LEVEL OF
SYSNERGY
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The 6 Elements of a Mobile Marke4ng Audit
3. CHANNEL
PERFORMANCE
Paid, Owned and Earned
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The 6 Elements of a Mobile Marke4ng Audit
UNDERSTANDING EACH CHANNELS PERFORMANACE
AS A WHOLE • IS YOUR MOBILE PRESENCE TAILORED
TO YOUR CUSTOMERS’ NEEDS? • HOW WELL IS THE CUSTOMER
JOURNEY UNDERSTOOD? • HOW WELL IS YOUR MOBILE CHANNELS
MATACHED TO THE CUSTOMER EXPECTATIONS?
• HOW WELL IS EACH CHANNEL PERORMING AGAINST INDUSTRY NORMS?
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The 6 Elements of a Mobile Marke4ng Audit
TO UNDERSTAND EACH CHANNEL YOU WILL NEED TO PLACE IT INTO CONTEXT OF
THE WHOLE. WITHIN MOBILE, THE CHANNELS ARE DEEPLEY
INTERCONNECTED.
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The 6 Elements of a Mobile Marke4ng Audit
4. CHANNEL
INTERGRATION
Paid, Owned and Earned
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The 6 Elements of a Mobile Marke4ng Audit
HOW EFFECTIVE IS EACH CHANNEL IS CONNECTED
• LOOK INTO EACH CHANNEL STRATGEY TO SEE HOW WELL THEY ARE INTERGRATED?
• HOW ARE THE MICRO CONVERSIONS POINTS HANDLED ACROSS EACH CHANNEL?
• ARE THE CONVERSION BECONS CLEAR? • IS THE CROSS SALES FUNNEL CLEARLY
DEFINED? • HOW IS CROSS CHANNEL CONTENT DEFINED?
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The 6 Elements of a Mobile Marke4ng Audit
JUST ADDING NEW CHANNELS DOESN’T ADD TO THE STRATGIC FRAMEWORK
FOR MOBILE.
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The 6 Elements of a Mobile Marke4ng Audit
PULL TOGETHER ALL THE PREVIOUS STEPS TO
DEVELOP A PLAN OF ACTION • OUTPUT FROM THE FOOTRINT REVIEW • OUTPUT FROM THE CHANNEL STRUCTURE • OUTPUT FROM THE CHANNEL PERFORMACE • OUTPUT FROM THE CHANNEL INTERGRATION • REVIEW AGENCY PERFORAMANCE • REVIEW GOVERANANCE FRAMEWORK • INTERPERT RESULTS • CREATE ACTION PLAN
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The 6 Elements of a Mobile Marke4ng Audit
REVIEW THE MEASURMENT PLAN
• IT’S IMPORTANT TO REVEST STEP ONE NOW TO ENSURE THE MEASURMENT PLAN IS MEASURING THE RIGHT ELEMENTS AGAINST THE OBJECTIVES. IF NOT, DESIGN A NEW MOBILE MEASUREMNT PLAN AND DASHBOARD.
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