7. Which mobile platforms do our programs need to support?
Start with a mobile site to track and analyze which devices your audience uses, and go from there.
8. How will we communicate and promote our mobile programs?
Create a plan for promoting these new mobile capabilities, says Kerley. For instance, offer the choice to “view content optimized for mobile devices” or sign up for SMS alerts on your Web site. And promote your mobile initiatives through all channels, she advises.
9. Which internal marketing processes do we need to institute to ensure success of our external mobile programs?
Kerley says you should:
- Optimize content for mobile viewing—and create mobile-specific content.
- Secure internal and external talent vendors/resources to develop mobile marketing programs, support mobile Web site content layout, develop applications, manage SMS alerts, etc.
- Conduct and assess ongoing audience needs analysis, and monitor competitive and technological developments in the mobile sector.
10. How will we measure ROI? What metrics will we measure?
The metrics depend on specific objectives, but can include: tracking mobile Web site metrics, number of application downloads, number of SMS subscribers, number of online mentions of mobile programs, etc. The biggies, of course, are sales/revenues, brand awareness, brand relevancy and new communications channels, market footprint, CRM benefit, budget savings, competitive advantage and program impact.