In my last post, I used the word “polar­iz­ing” to describe Tim Tebow.  Before we pro­ceed with part 2, here is a video clip from ESPN that is an exam­ple of the debate:  Can Tim throw the ball?  Any­way, let’s return back to mobile mar­ket­ing with some great insights from our panel (Michelle from Exper­ian Con­sumer Direct, Eric from Amer­i­can Eagle Out­fit­ters, War­ren from Dig­i­taria, and Julie from For­rester Research) that begins with mobile strategy.

 

Mobile Strat­egy:  The panel dis­cussed “What is the right busi­ness and orga­ni­za­tional mind­set for devel­op­ing a mobile strategy?”

  • Michelle:  “Cre­ate ded­i­cated resources and a team.  Treat mobile as an inte­grated part of your busi­ness vs. a hobby and view mobile as a sep­a­rate chan­nel that is unique from desk­top.  It is very impor­tant to use ana­lyt­ics to under­stand what devices and plat­forms are reach­ing your mobile chan­nels.  Next, opti­mize these chan­nels by using ana­lyt­ics and A/B test­ing to serve up dif­fer­ent expe­ri­ences to your audi­ence.  Because of the lim­ited screen size of Smart­phones, it is impor­tant to test your mobile experience.”
  • Eric:  “Early on in our mobile strat­egy we tried to cram every­thing from the PC site to mobile site, this was not a great expe­ri­ence for con­sumers and we had to remove ele­ments over time.  By using ana­lyt­ics, we were able to focus on what audi­ences were look­ing for such as store loca­tions, store hours, and deal of day.”
  • War­ren:  “Focus on the con­sumer to design a strat­egy the meets the needs of your audi­ence, but it is a fast mov­ing tar­get and requires ongo­ing update because of the new mobile devices and technologies.”
  • Julie:  “For­rester rec­om­mends the POST method that requires the con­sid­er­a­tion of Peo­ple, Objec­tives, Strat­egy, and lastly Tech­nol­ogy.  Most impor­tantly “Think Mobile first!” instead of focus­ing on the tra­di­tional desk­top PC experience.”

Invest­ment for Mobile:  Next, the panel dis­cussed “Where should I focus my invest­ment in mobile mar­ket­ing for 2012:  1) Build­ing or updat­ing chan­nels, 2) Peo­ple, 3) Mobile Adver­tis­ing, or 4) Analytics?”

  • Michelle:  “First invest in peo­ple, sec­ond invest in build­ing chan­nels, third invest in ana­lyt­ics to refine your strat­egy, and mobile adver­tis­ing is fourth.”
  • Eric:  “My pri­or­ity is to invest in the build­ing and update of chan­nels and then to focus on people.”
  • Julie:  “Many clients focus on build­ing and updat­ing of chan­nels and the invest­ment can be seven fig­ures and beyond for a com­plete portfolio.”
  • Ray:  “In 2012, most orga­ni­za­tions real­ize that they can­not ignore ana­lyt­ics for mobile apps and mobile sites; oth­er­wise, you are sim­ply lost with no under­stand­ing of how the mobile chan­nel influ­ences your mon­e­ti­za­tion strategy.”

Key Take­aways:  Dur­ing the final wrapup, I asked each speaker for their key take­aways to be shared with the audience.

  • Michelle:  “Know the dif­fer­ence — Con­sider how your cus­tomers will access your prod­uct dif­fer­ently on mobile from desktop.  Use what’s right — Focus on the most pop­u­lar fea­tures used online and see what makes sense for mobile.  Build both — It’s no longer an argu­ment over which to build  — App or a Mobile Web site… it’s both. Act strate­gi­cally — Mobile shouldn’t be treated as hobby by the orga­ni­za­tion but rather inte­grated as a per­ma­nent part of the busi­ness strat­egy with ded­i­cated headcount.”
  • Eric:  “For those not active in Mobile Mar­ket­ing yet:  Don’t rush in to any quick deci­sions about start­ing some­thing new in mobile.  Take your time to under­stand what’s best from your customer’s per­spec­tive and bal­ance that with your own busi­ness goals.  For those already active in Mobile Mar­ket­ing:  It’s impor­tant to test and learn when try­ing new things in Mobile, but you have to be selec­tive.  Don’t over-extend your own resources by pri­or­i­tiz­ing the options avail­able to you.”
  • War­ren:  “Mobile is long term, ongo­ing ini­tia­tive… don’t just test the waters or treat as a microsite, cam­paign, project or bonus opportunity.”
  • Julie:  “Build a strat­egy first – then choose tech­nolo­gies.  Mobile gives mar­keters the oppor­tu­nity to engage con­sumers through­out their entire jour­ney.  Think mobile first – don’t just squeeze and shrink PC-based ideas and con­tent.  The future of mobile is con­text – you need to fig­ure out how to use con­tex­tual infor­ma­tion to sim­plify expe­ri­ences and improve the effec­tive­ness of mar­ket­ing through relevancy.”

Call to Action:  In clos­ing, I want to leave you with the same 3 action steps that we cov­ered at Summit.

  1. Review your mobile chan­nels to ensure that “ana­lyt­ics” are in place to mea­sure suc­cess.  Don’t launch mobile chan­nels with­out analytics.
  2. Review your mobile strat­egy and look for “cross-channel” exe­cu­tion oppor­tu­ni­ties.  Don’t launch TV, radio, or print ads with no ref­er­ences to social or mobile media (Twit­ter hash­tags, QR codes, SMS codes, etc.).
  3. Seek guid­ance from Adobe con­sult­ing and Part­ners for exper­tise in mobile mar­ket­ing.  Don’t go solo when you go mobile.

Thanks for read­ing this post!  To learn more about Adobe and our solu­tions for dig­i­tal mar­ket­ing, please visit this page.  Feel free to share your thoughts on this two part blog series and of course use your mobile device to join in the conversation!

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