MOBILE MARKETING PLAN

Playbook & Toolkit

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.
Table of Contents MOBILE MARKETING PLAN

Framework 03

Maturity Model 04

Introduction 06

stage 1 Assess Current Situation 07

stage 2 Mobile Marketing Plan 10

stage 3 Implement Your Strategy 14

stage
4 Govern Mobile 19

stage 5 Monitoring Competition 22

stage
6 Measuring Results 24

Conclusion 26

About 27
 MOBILE MARKETING PLAN
Framework

Click the buttons below to access all related

Leverage the framework below to quickly empower training, tools, templates, and other resources.
your organization’s mobile marketing strategy.

1 ASSESS 2 PLAN 3 STRATEGY 4 GOVERN 5 MONITOR 6 MEASURE

Top Mobile Mobile Manager

Readiness Assessment Planning Checklist Competitive Tracking Metrics Dashboard
Resources Database Job Description

Mobile App
Business Case Channel Selection Tool Usage Survey
Launch Guide

Mobile Application Mobile Device Policy

Project Charter Strategy Scorecard
Type Assessment Template

Building a Mobile-
Risk Assessment Tool
Friendly Website

RFP Template

Vendor Selection Tool

Mobile Content Dev.

Vendor Evaluation
 MOBILE MARKETING
Maturity Model

STAGE 4 - World-Class
STAGE 3 - Mature
STAGE 2 - Progressive
Mobile STAGE 1 - Undefined
Marketing Defined, integrated strategy for Mobile
Marketing exists across the Enterprise;
Defined, integrated strategy and
Campaigns are tracked & measured by
Defined strategy and processes exist processes exist for Mobile Marketing
level of engagement & revenue impact
No defined strategy or process for for Mobile Marketing in uncoordinated across an Enterprise.
Orientation
Mobile Marketing pockets in an organization

Views mobile as strategic function;

Leadership Skeptical of value of Mobile Marketing;
Willing to fund isolated projects and/
or test pilot
Long-tern commitment; willing participant; Fully funds; Organization aligned
Views mobile as new marketing Resources for growth around mobile as a marketing
channel; Allocates budget & staff “spear point”
resources

End-to-end platform development,

Robust platform for native, web & deployment & engagement; Applica-
Basic design, develop & deploy tools hybrid development with focus on
Development Ad hoc app development; Focuses
tion Generator for write once deploy
for native, web & hybrid development; customization, interaction & app devel- everywhere
Focus on device & software used; Relies Focus on visual & audio customer opment integration
on point tools experience

Uses MBaaS for shared infrastruc-

Enterprise interoperability includes full ture for app execution; Mobile opti-
Technology & Support for app lifecycle management, security, synchronization & deployment mized APIs for public and Enterprise
Interoperability Templates for fast development; multiple plug-ins for customization; connectors
No interoperability with Enterprise Limited interoperability with systems
systems
 MOBILE MARKETING
Maturity Model
Mobile
Marketing STAGE 1 - Undefined STAGE 2 - Progressive STAGE 3 - Mature STAGE 4 - World-Class

Comprehensive content engagement

Customer Facilitates content creation, delivery
Engagement and engagement with mobile
website editors, support for QR
codes and NFC tags
Customer engagement via mobile
payments, content & subscription
management and multi-channel
messaging
Full-function mobile content engagement & monetization; Metrics for mobile
& monetization; Includes app customiza- personas & usage patterns; Multi-
tion, asset management, localization, etc. device webs

Budget connected to marketing goals;

Budget with business case to justify Organization aligned for maximum
Budget & Budget allocated; Defined roles & spend; Dedicated internal point person for impact in Mobile Marketing
No budget exists; Spending & staffing responsibilities for Mobile Marketing
Staff Mobile Marketing
is ad hoc

Has robust app & device management

support that includes Enterprise mobile
Has Enterprise device management &
Management & Has department device manage- app lifecycle management policies &
policy and BYOD security
Policy ment & app lifecycle management policy admin function in place
No formal management or policy for
plans in place
mobile app deployment

Enterprise-wide dashboard with

Dashboard monitors app performance, visual representation of user acqui-
Metrics Analytics to monitor & track app perfor- device usage and location; User sition & engagement by behavior,
No formal measurements in place mance such as QR codes, SMS & web engagement by content asset experience, etc.
traffic by device and mobile ads

Want to rate your organization’s Mobile Marketing maturity with an

interactive tool? Download our Mobile Marketing Maturity Assessment VIEW RESOURCE
and get started today!
 1 2 3 4 5 6
Assess Current Mobile Implement Your Govern Monitoring Measuring
Situation Marketing Plan Strategy Mobile Competition Results

Introduction

How to Use This Playbook 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
This playbook is connected directly to the Mobile Marketing
templates. Our intention with this playbook is to help you: Training Course, and we highly recommend you also look at
this course for additional best practice resources and advice.
Understand mobile marketing and identify opportu-
nities to improve your organization’s capabilities

S TA R T L E A R N I N G
Evaluate your organization’s readiness to adopt a
mobile marketing strategy

Demand Metric’s Mobile Marketing Training Course leads you

Plan a mobile marketing strategy that engages mobile
through the process of developing a mobile marketing plan
users interacting with your brand
that engages the increasing number of mobile users who are
interacting with your brand.
This course has 6 video modules that expand on our Mobile
Marketing Plan Playbook.

MOBILE MARKETING PLAN 6

 1 2 3 4 5 6
Assess Current Mobile Implement Your Govern Monitoring Measuring
Situation Marketing Plan Strategy Mobile Competition Results

Introduction

Outputs from This Playbook

Stage 1 - Assess Current Situation

Readiness Assessment, Business Case, Project Charter

Stage 2 - Mobile Marketing Plan

Planning Checklist, Channel Selection, Strategy Scorecard,
Risk Assessment

Stage 3 - Implement Your Strategy

Resources Database, Mobile Application Type Assessment,
RFP, Vendor Selection

Stage 4 - Govern Mobile

Mobile Device Policy, Usage Survey, Mobile Marketing
Manager Job Description

Stage 5 - Monitoring Competition

Competitive Tracking Tool

Stage 6 - Measuring Results

Mobile Marketing Metrics Dashboard

MOBILE MARKETING PLAN 7

 MOBILE MARKETING PLAN

STAGE 1

Assess Current Situation

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
 2 3 4 5 6
Introduction
1 Mobile Implement Your Govern Monitoring Measuring
Marketing Plan Strategy Mobile Competition Results
Assess Current
Situation

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

Action Item Action Item

Use the Mobile Marketing Readiness Assessment to Use the Mobile Marketing Business Case to convince
identify your organization’s preparedness to create and senior management that pursuing a mobile marketing
implement a mobile marketing business strategy. strategy makes financial sense for the organization.

VIEW RESOURCE VIEW RESOURCE

Areas of the readiness assessment include: Sections of your business case should include:
Senior Management Commitment Executive Summary
Alignment with Goals & Objectives Opportunity Overview & Key Success Factors
Knowledge, Trends & Regulations Assumptions & Decision Making Criteria
Planning Business Impact Analysis
Staff, Systems & Training Risks & Contingency Plans
Recommendations

MOBILE MARKETING PLAN 9

 2 3 4 5 6
Introduction
1 Mobile Implement Your Govern Monitoring Measuring
Marketing Plan Strategy Mobile Competition Results
Assess Current
Situation

STEP 3
Create a Mobile Marketing Project Charter

Action Item

Use the Mobile Marketing Project Charter to establish a

clear project scope, decision rights, and executive spon-
sorship for the initiative.

VIEW RESOURCE

Sections of your project charter should include:

Project Overview Project Stakeholders
Description Communications Plan
Key Success Factors Decision Rights
Risk Identification Approval

MOBILE MARKETING PLAN 10

 MOBILE MARKETING PLAN

STAGE 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
 1 3 4 5 6
Introduction Assess Current
2 Implement Your Govern Monitoring Measuring
Situation Strategy Mobile Competition Results
Mobile
Marketing Plan

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

Action Item Action Item

Use the Mobile Marketing Planning Checklist to outline Use our Mobile Marketing Channel Selection Tool to
the key tasks and assign ownership and due dates to identify which mobile marketing channels will be the best
manage this project from a high level. fit for your organization.

VIEW RESOURCE VIEW RESOURCE

Sections to include in your review include: Channels in your analysis might include:
Stage End Date Mobile Display Ads
Task Duration Mobile Coupons
Owner Status Mobile Applications
Start Date QR Codes
SMS Text
Mobile Rich Me

MOBILE MARKETING PLAN 12

 1 3 4 5 6
Introduction Assess Current
2 Implement Your Govern Monitoring Measuring
Situation Strategy Mobile Competition Results
Mobile
Marketing Plan

STEP 3 STEP 4
Create a Mobile Strategy Scorecard Perform a Risk Assessment

Action Item Action Item

Use our Mobile Marketing Strategy Scorecard to provide Use our Mobile Marketing Risk Assessment Tool to
senior management with a one-page document that consider any potential pitfalls or risks that could affect
clearly outlines your plan of attack. your program’s success, then brainstorm ways to mitigate
these risks.

VIEW RESOURCE VIEW RESOURCE

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

Objectives Event or Risk Description
Programs & Initiatives Expected Outcome
Metrics & KPIs Impact
Timeframes and Goals Probability
Risk Mitigation Plan

MOBILE MARKETING PLAN 13

 MOBILE MARKETING PLAN

STAGE 3

Implement Your Strategy

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: Learn About Key Mobile Vendors
STEP 5: Contract a Mobile Partner
 1 2 4 5 6
Introduction Assess Current Mobile
3 Govern Monitoring Measuring
Situation Marketing Plan Mobile Competition Results
Implement
Your Strategy

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

Action Item Action Item

Use the Top Mobile Marketing Resources Database to Use the How-to Guide: How to Launch a Mobile App
identify resources that can help to equip your team in your Guide to learn more about how you can launch a mobile
mobile marketing journey. application that keeps users engaged with your brand
when they are on the go.

VIEW RESOURCE VIEW RESOURCE

Types of resources you will encounter include: Benefits of launching a mobile application:
Association Stay Connected – maintain a 24/7 connection with your customers
News & prospects
Cache – having the first mobile app in your industry puts your brand
Directory
out front
Coalition Accessibility – make it as easy as possible for customers/prospects
Community 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

MOBILE MARKETING PLAN 15

 1 2 4 5 6
Introduction Assess Current Mobile
3 Govern Monitoring Measuring
Situation Marketing Plan Mobile Competition Results
Implement
Your Strategy

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

Action Item Action Item

Use the Mobile Application Type Assessment to deter- Use the How-to Guide: Building a Mobile-Friendly
mine whether you should work with I/T to build a Native or Website to learn why you need to ensure that your website
Web application to support your mobile users. looks good for mobile users.

VIEW RESOURCE VIEW RESOURCE

What is the difference between a Native and Web application?
Native: application resides on smartphone
Web App: application is available from a mobile web-browser
What will you learn with this guide?
The importance of being mobile-friendly
Key characteristics of mobile-friendly websites
Benefits of converting your website to mobile-friendly
Action Plan

MOBILE MARKETING PLAN 16

 1 2 4 5 6
Introduction Assess Current Mobile
3 Govern Monitoring Measuring
Situation Marketing Plan Mobile Competition Results
Implement
Your Strategy

STEP 4 STEP 5a
Learn About Key Mobile Vendors Contract a Mobile Marketing Partner

Action Item Action Item

Use the Mobile Marketing Vendors Matrix to obtain infor- Use the Mobile Marketing RFP Template to document your
mation about key vendors. Collect basic information that requirements for a mobile solution and then send this to
will allow you to have a better understanding of what they your short-list of potential partners to get some proposals.
can provide to your company.

VIEW RESOURCE VIEW RESOURCE

In this vendors matrix you will find information about: What goes inside a request for proposal (RFP)?
Target company Company Information
Business model Proposal Submission Procedure
Offerings Estimated Budget
Highlights
Leverage these additional RFP templates:
Customers
Pricing information Mobile Application Development System RFP
Mobile Content Development System RFP

MOBILE MARKETING PLAN 17

 1 2 4 5 6
Introduction Assess Current Mobile
3 Govern Monitoring Measuring
Situation Marketing Plan Mobile Competition Results
Implement
Your Strategy

STEP 5b
Contract a Mobile Marketing Partner

Action Item

Use the Mobile Marketing Vendor Selection Tool to

compare potential agencies and contractors to ensure
you select the right firm for your needs.

VIEW RESOURCE

Sections of the evaluation include:

Experience, Skill-Set & Approach
Architecture, Technology & Design
Pricing, Deployment & Training

Leverage these additional evaluation tools:

Mobile Application Development Vendor Evaluation
Mobile Content Development Vendor Evaluation

MOBILE MARKETING PLAN 18

 MOBILE MARKETING PLAN

STAGE 4

Govern Mobile
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
 1 2 3 5 6
Introduction Assess Current Mobile Implement Your
4 Monitoring Measuring
Situation Marketing Plan Strategy Competition Results
Govern
Mobile

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

Action Item Action Item

Use the Mobile Marketing Manager Job Description to Use the Mobile Marketing Usage Survey to learn more
outline the key responsibilities and requirement for this about how your employees and customers are currently
new position in your organization, or add these to an using mobile devices, applications, and channels such as
existing job description. QR codes.

VIEW RESOURCE VIEW RESOURCE

What are the main responsibilities for this position? Why is this an important exercise?
Manage mobile ad campaigns Can provide insight into how consumers and organiza-
Stay current on mobile trends & developments tions are adapting to the explosion of mobile device usage
without doing costly market research.
Report on mobile program metrics
Research best practices on mobile marketing
Attend mobile conferences & events

MOBILE MARKETING PLAN 20

 1 2 3 5 6
Introduction Assess Current Mobile Implement Your
4 Monitoring Measuring
Situation Marketing Plan Strategy Competition Results
Govern
Mobile

STEP 3
Write a Mobile Device Policy

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.

VIEW RESOURCE

Sections of the policy include:

Purpose
Applicability
Responsibilities
Affected Technology
Policy & Acceptable Use
Policy for Non-Compliance

MOBILE MARKETING PLAN 21

 MOBILE MARKETING PLAN

STAGE 5

Monitoring Competition
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

 1 2 3 4 6
Introduction Assess Current Mobile Implement Your Govern
5 Measuring
Situation Marketing Plan Strategy Mobile Results
Monitoring
Competition

STEP 1
Set Up a Competitive Tracking Process

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.

VIEW RESOURCE

What information should be included in the tool?

Mobile Application Stats
SMS Programs
QR Code Campaigns
Other

MOBILE MARKETING PLAN 23

 MOBILE MARKETING PLAN

STAGE 6

Measuring Results
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

 1 2 3 4 5
Introduction Assess Current Mobile Implement Your Govern Monitoring
6
Situation Marketing Plan Strategy Mobile Competition
Measuring
Results

STEP 1
Build a Mobile Marketing Metrics Dashboard

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.

VIEW RESOURCE

Following are some key metrics you want to analyze:

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

MOBILE MARKETING PLAN 25

MOBILE 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

About ANA
The 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 member-
ship includes more than 1,000 companies with 15,000 brands that
collectively spend or support more than $400 billion in marketing
and advertising 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

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