10 WAYS TO GET YOUR

MOBILE STRATEGY
OFF THE GROUND

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Making the mobile mind shift

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Knowing that your brand or business has to go mobile is completely

different from actually going mobile. In fact, many marketers who are new
to mobile might not know where to start, or are delaying adopting mobile
to their marketing because of uncertainties about costs, resources or
technical complexity.
In this eBook, we address the fears with the 11 basic ways you can build a
mobile strategy from the ground up.
From developing your presence via a site or app, to bringing mobile to
the heart of your business, to investing in new trends, we cover the entire
spectrum to give you a primer on crafting a mobile strategy that will
increase your reach and help you acquire new customers!

-M

9%

BUILD
BOTH
APPS
1 AND MOBILE SITES

Those marketers who create a full mobile experience

for their consumers - with apps, optimized mobile sites,
mobile loyalty programs, employing targeting like location,
allowing sales on mobile devices etc., are really experiencing
the power of mobile along the purchase funnel.
ELECTR
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Sheryl Daija, chief strategy officerMMA

RONIC
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ELECTRO

Build both apps and mobile sites

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As any great marketer knows, tactical
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strategy they are simply thetools
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. to create a mobile experience for consumers. Your mobile strategy should use
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reach differentcustomer segments, at various stages in the sales funnel.

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How do you know whether to use a mobile site vs. a native app?
It all comes down to your objectives - what you are trying to achieve? Generally speaking, mobile sites, whether responsive or HTML5 Web apps, are
crucial for appearing in search & booting mobile traffic, especially of new customers. On the other hand, native apps are most powerful when they are
used to improve customer experience, increase retention and loyalty.

Leading brands develop multiple mobile platforms to meet different user needs. Lufthansa, for example, offers a mobile site and an
app for a more personalized experience, including mobile boarding. Mangos mobile site and app follow a similar structure, however
the iOS app improves user in-store experience with barcode scanning functionality, image recognition (AR) and native maps.

NATIVE APPS

Content is also available offline making it a great solution if your

users connectivity is questionable (i.e. will they use your app in
the subway?)
Mobile engagement: ability to send outpush notifications & inapp pop up messages, build mobile loyalty programs, develop
targeted & personalized mCRM strategy
Hardware & operating system integration (ie. integrate with users
camera for photo-sharing, iOSs Passbook for coupons/tickets,
mobile app payment)
Monetization: integrating banner ads into your app is easy
Publish native apps onApples App Store, Google Play to expand
your exposure and reach worldwide
CONS:
Content in native apps wont show up in search results as it is
not on the Web, so getting discovered relies on your ability to
promote your app.
Subject to approval processes of app stores, both at the launch
and when making any interface updates

MOBILE SITE

PROS:
Specifically designed and developed for a certain mobile device
and operating system (iOS, Android), and for this reason they are
known to offera better user experience

PROS:
Responsive design isapopular, easy solution for businesses who
already have a strong web presence

HTML5 Web appsare more streamlined versions of the website,

providing users with amore precise, features-based experience,
built for touchscreens

Web apps mimic native apps whensaved to a users smartphone

home screen
Content from mobile sites are indexed, will show up in search
results

More flexibility for interface design and content since you are not
subject to approval from any app marketplace
CONS:
Web apps cant be distributed via the popular app stores
Limited to web-based engagement strategies
Content can only be accessed when online

Other resources to check out:

Salesforce 2014 Mobile Behavior Report
Adobe Digital Index Report

MAKE MOBILE
CENTRAL
TO
YOUR
2 OFFLINE MARKETING
ACTIVITIES

Mobile is becoming not only the new digital hub, but also
the bridge to the physical world. Thats why mobilewill
affect more than just your digital operations it will
transform your entire business.

Thomas Husson,Vice President and Principal Analyst at Forrester Research

RONIC
CALCUL
ATOR

ELECTRO

NICCA
LCULAT
OR

Make mobile central to your offline marketing activities

+

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8
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9%
6

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Going mobile isnt just about creating
a mobile-friendly site, its also about connecting your offline audience to digital experiences
via
mobile
technology.
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How do you bridge the gap between offline and online marketing?

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Mobile needs to be central to all of your marketing campaigns. This means that you need to appeal to mobile users at every opportunity. As a marketer
youre already familiar with direct marketing campaigns, but how can you get those offline impressions to pick up their mobile device? Lets go over some
of the most popular tactics marketers can employ to activate discovery of their mobile proposition:

QR Codes
One of the most popular tactics has been the use of the QR code the scanable 2D matrix which leads a user to a
destination link. QR codes can be placed anywhere from outdoor advertisements and brochures to storefront decals
and in-store marketing, etc. but adoption has been slow, mostly due to ill-conceived campaigns. To make the most
out of your QR code campaign, ensure that your CTA is clear, that you choose a media that encourages the mobile
experience (i.e on a subway platform where there is no Wi-Fi signal) and that the destination link is mobile-friendly.
SMS
SMS can also provide a reliable, low cost way for consumers to contact you for information requests, samples, competitions &
sweepstakes, and more! Text to (fill in the blank) campaigns can be placed in TV, print and radio ads, direct mail, or even
in-store to engage mobile consumers. Plus, once you have a opt-in phone number, you are able to retarget SMS contacts about
the promotion.

Image / Audio Recognition

Both image and audio recognition leverage native apps that mobile users are familiar with to activate mobile discovery.
Image recognition lets consumers scan a portion of an ad using an app like Google Goggles (available for Android).
Less obtrusive than QR codes, image recognition enables users to discover a visual or text match of the scanned logo,
creative or object, on the internet. Similarly, audio recognition lets users discover brand experiences via apps like
Shazam. Users can identify songs used in TV shows & advertisements and then respond to links for exclusive brand
content or app downloads.
Storytelling as a way to promote discovery?
QR codes, SMS and recognition technology can help you attribute visitors to a specific campaign, but there are also softer ways to
build the bridge between offline and online. Storytelling is all about connecting with users on an emotional level at the appropriate
moment, and you can use it in your PR and brand campaigns to show consumers the benefits of your mobile experience. For
example, provide examples of how consumers benefit from using your mobile app in your PR, encourage showrooming during an
in-store visit with creative marketing, or leverage the power of user-generated content during a live event. Although such activities
may not be directly attributed to online sessions or sales, positioning yourself as a mobile-first brand does wonders for your
reputation; over 60% of people are more aware of a brand if they can interact with them in a new media environment.

1. 2010 Cone Consumer New Media Study

IMPLEMENT A
MULTI-SCREEN
3 DIGITAL MARKETING
STRATEGY

If your plans dont include mobile,

your plans are not finished.
Wendy Clark, Coca-Cola

RONIC
CALCUL
ATOR

ELECTRO

NICCA
LCULAT
OR

Implement a multi-screen digital marketing strategy

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With the rise of smartphones and tablets, we have witnessed

a surge
in multi-screen
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behavior the use of more than two screens at the same time (smartphone, console,
TV, tablet). People aged 18-34 years show the highest likelihood of being multi-platform
(74%), switching between different devices according to the time of day, preference for
accessing certain content and location. For example, tablet usage peaks in the evening
at home, while smartphone usage is spread throughout the day, with weekday peaks
during rush hour (presumably during the commute to/from home) and at lunch breaks.
Campaigns that rely on multiple screens can achieve reach and conversions unparalleled
by single-screen campaigns. Adjusting your marketing campaigns by device, location,
and time of day, will enable you to deliver relevant content to different segments of
your audience, thus maximizing ROI.
For example, 40% of smartphone users watch TV while browsing a smartphone.
Knowing this, its not surprising that many brands have begun to feature mobile use
cases in TV ads, social media tie-ins (for example via Twitter hashtags) as well as SMS,
audio recognition and app download CTAs, hoping that consumers will take action as
a result of seeing the ad.

According to recent research from Microsoft, there are four common multi-screen pathways, driven by specific consumer needs, that can help marketers
simplify their approach to cross-screen consumer engagement:

1 - Content Grazing: the most common activity, this audience will use a second screen for separate multi-tasking or for
distraction (ie. Checking social media during commercial breaks). To engage this group, marketers must find ways to insert
themselves into these moments of distraction, providing bite-sized content in an attempt to overcome short-attention
spans and encourage deeper engagement.

2 - Investigative Spider-Webbing: this audience will view similar content on two or more devices, due to piqued curiosity
and need to know more (ie. TV program on current event and mobile search on specific details). Marketers can reach this
audience by providing relevant information, encouraging deeper exploration

3 - Social Spider-Webbing: driven by a need to connect and share, this audience will use two or more devices to engage
in conversation (ie. Live TV event, follow hashtag conversation & share opinion). Content is a catalyst for conversation and
marketers can reach this audience by adding a relevant and compelling voice to social channels.

4 - Quantum: a disjointed but sequential approach to multi-screen, this audience will start a task on one device and move
to another (ie. Search on mobile, deeper research on laptop). Marketers need to find ways to seed ideas on one screen for
further exploration on another, encouraging consumers to move to the screen that provides the best user experience, and
represents the marketers goal.

2. Microsoft Advertising Insights. Cross-Screen Engagement

INVEST IN
SOCIAL
4 ADVERTISING

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Invest in social advertising

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Connecting to social networks is one

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media at least once a day. In fact, Facebook is the most widely used app in the US with over 86 million monthly users! Engaging
mobile
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Unfortunately, the days of reaching new users on many social networks for free are behind us. However, the good news is that social media advertising
can be done even on a small budget and can be targeted to specific users to help drive traffic and sales. BothFacebookandTwitterallow businesses to
put a budget towards promoting posts/tweets, advanced targeting for native ads and even the ability to set a budget to promote offers, generate leads
or drive app downloads. Pinterest, Google+, Instagram and most recently Snapchat, are also rolling out advertising offers for business, further propelling
the mottothat youve gotta pay to play.
App Install Ads
According to eMarketer, app install ads constitute between 30 and 50 percent of the mobile advertising market,
excluding search, and will reach $11 billion in the U.S. by 2017.
Since Facebook launched the app suggestion ad format late last year, it is becoming THE app install driver,
according toIAB UK. Half of the top grossing apps on the App and Play Store use Facebook App Install ads, and
developers says these ads reduce acquisition costs by 15% to 60%. In the first 9 months of 2013, Facebook has
driven 145m apps, and revenues have risen from 25 million in Q1 to 74 million in the last quarter.
In June, Twitter also began to offer a new ad unit dedicated to mobile app installs, offering another promising
channel for app marketers to drive downloads.
3. Salesforce 2014 Mobile Behavior Report

With more options available to app marketers, its still important to stand out from the crowd and catch a users attention - a simple screenshot of your
app is no longer enough. To get the most out of social ads, brands need to engage in storytelling: capturing images of products or people enjoying a
service, fun and captivating claims, and explicit calls to action.

Facebook and Twitter App Install ads show up in news feeds and can be targeted to custom audiences based on preferences,
geography or demographic. Once a user clicks to install, they will be taken to the Apple App store or Google Play to download.

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Optimize for local search

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Local search is key for businesses.
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This is the copy that shows up in search, so put your best foot forward. Be sure to include keywords and synonyms that your potential customer might
search for, as well as the USPs that set you apart from your competitors. The goal is to craft a message that will make people want to click keeping it
between 150-160 characters.
Get some inbound links
Invest some time in reaching out to websites that are well regarded in your area or sector. For example, if you have a restaurant try getting your local
newspaper to link to your site when they are running a story on places to wine and dine. Youll need to a flex a little PR muscle, but once you have a few
quality inbound links, search engines will take notice.

A quick search for sushi in Toronto brings up blog posts, Google+ listings and review sites to
help customers choose a restaurant!

Ensuring your online listings are correct

With 69% of mobile users looking for a business within five miles of where theyre located, its vital that your retail outlet is listed with local directories
and blogs. Plus, any discrepancy in your businesses address is going to throw warning signs out to potential customers and Google, so be sure that all
listings are correct. Think industry listings, review sites, Yelp, YellowPages, etc. and, if need be, reach out to webmasters to have details changed.
Sign up to Google My Business
Google My Businesses helps connect you to people looking for businesses like yours in Maps, Search and Google+, making it simple for people to contact
your business, see reviews and get directions. With Google being the predominant engine for search, its vital that local businesses establish a presence
to increase visibility and engagement.

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Matt Haig, author

RONIC
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ELECTRO

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Test-drive new mobile trends

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From mobile wallets to push notifications,
to beacons and everything in between, its hard for marketers not to get wrapped8 up
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the constant flow of innovative technology.
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experience and decide how to adopt them.

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Which trends are worth testing out?

Depending on your business goals, here are a few trends that you may want to leverage to increase your reach and improve engagement via mobile.

Beacons
A beacon is a low-cost device that a Bluetooth connection to transmit push notifications directly to a smartphone when the user
(who has downloaded your app) is within a set proximity to the device. Beacons are gaining popularity for in-store campaigns,
specifically for providing contextual information, cross-selling and personalization, based on purchase history.
Location-based marketing
With mobile users on-the-go, brands have an endless amount of possibilities when it comes to setting up location-based
marketing campaigns that target consumers at the right place, at the right time. Not only can content be customized to specific
geographical areas, but brands can also send out custom push notifications using geo-targeting or geo-fencing. (For an overview
of location-based marketing, check out this infograhic)

Mobile App Payment

Although mobile payment has not gone mainstream, the popularity of new mobile payment systems like Apple Pay, which makes
it easier for retailers to take in-app payments, will certainly help raise consumers comfort levels with buying via their mobile.
Unlike web-based payment, integrating paying within the app does not direct the user to another transactional site, but keeps
the user in the app. This option is only available for native apps. Keeping you customer inside your app can have its benefits,
the most important being that mobile app payments can be done quickly, as users only need to verify payment via their Google
Wallet or Apple Pay account.
User-generated content
With the increased popularity of photo and video creation apps like Instagram, Snapchat, Vine, etc., including a user-generation
component to marketing campaigns can be a winning strategy for brands looking to increase brand equity and reach via mobile.
Easily shareable, micro-content help brands spread their message in social media channels in an authentic way, celebrating
customer loyalty and helping to drive sales.
Showrooming
A growing trend that many brick-and-mortar retailers once feared is now being embraced by many leading brands and seen as
an opportunity to improve the customer experience. Encouraging showrooming by providing scanable barcodes for additional
product information, in-store iPad docks for online ordering, as well as coupons for in-store or online purchases all help make
the customer journey via mobile easy.

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Develop your mCRM strategy

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One of great things about mobile
promise of immediate contact to consumers. When consumers download your mobile8app,
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Considering 80% of apps are only used once, the need to re-engage consumers after the download is very real. Brands can take advantage of push
notifications and in-app pop ups to develop a mCRM strategy that will increase retention, lead consumers towards purchase and develop loyalty.
Once an app is downloaded, app marketers can nurture user usage through a flow of push notifications tailored to specific events along the user journey.

Using the app

Download app
yes

PROMO
FOR YOU

How often?
yes
Daily

Reward loyalty,
encourage
recommendations

Encourage loyalty
Weekly

no

1 day later

2 day later

3 day later
Monthly

Thanks for downloading

the app. Check out our
new fall line-up!

Shhh! We have a secret

just for you: 25% off all
shoes today only!

Dont miss out: take 10$

off when you spend $50
or more!

Remind user of
app benefits,
prompt usage

PROMO
FOR YOU

Here are a few ideas for developing messages for your mCRM strategy:
Prompt usage: Remind users about how they can benefits from your app, invite users back to app with incentive (coupon, offer)
App updates: communicate new features and fix bugs, important news
App engagement: push notification around special events (dates, festivities, even temperature changes!) or current trends,
mCommerce: use in-app pop ups related to last search enquiry or viewing patterns, send transactional alerts about order & delivery status.
Encourage reviews: prompt users to review your business and your app
Loyalty & retention: remind users of status in loyalty programs, reward users for loyalty, offer incentives
One of the major critiques of push notifications is that users will not opt-in, however recent reports suggest that over half of users will accept push
notifications, and even more will opt-in if they are clearly shown the benefits. Its up to marketers to explain the advantages of accepting push notifications,
in app store previews, during the first app open (via pop up messages) and in the app settings.

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money, gathering the data, and changing the acquisition

plan accordingly.
Benjamin Hansz, Fiksu

RONIC
CALCUL
ATOR

ELECTRO

NICCA
LCULAT
OR

Maximize your app marketing

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GT

MR CM

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Getting your app into the hands
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acquisition campaigns across various
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App Stores

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App marketplaces like Apples App Store and Google Play give you access to millions of consumers, but getting them to download
your app can be challenging. Your app icon, description and preview all play an important role in getting consumers to notice your
app. Use video to show off your app experience, and make sure screenshots and text highlight the benefits of your app.
When an app is on the app store, improving ratings is another vital factor. If users arent satisfied, its important to start a conversation
and learn why, in order to turn the brands biggest critics into loyal fans. Remember: even unhappy users can be turned into
evangelists if your app meets their needs and goes beyond their expectations.
Online marketing
Giving mobile traffic the option to be redirected to the appropriate app store is one of the best ways to drive app downloads, but its
not the only way. Leverage social, email, search and paid advertising to promote app to your desired target group, and lead them
towards to download with persuasive CTAs that highlight the benefit of your app. You can also submit your app to be promoted on
app marketplaces and user acquisition networks, like Appia, appPicker, Appgratis, among others.
Offline marketing
Including your app icon along with either the App Store or Google Play logos on your printed marketing collateral, including
signage, brochures and advertisements, is an easy, low cost way. You might also consider the use of QR codes, SMS or image/audio
recognition to bridge the gap between offline and online (as discussed on page 7). Finally, include your app in your PR activities,
highlighting consumer benefits, usage stats and/or case studies.

DEVELOP A
9 MOBILE-MINDED
TEAM

Mobile will ultimately be the way youprovision most of

your services. The way I like to put it is, the answer should
always be mobile first. You should always put your best
team and your best app on your mobile app.
Eric Schmidt, Google chief executive

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Adopting mobile is not just about developing apps or a responsive website. Its also about managing every step of your businesss mobile evolution with
the help of a highly skilled mobile-minded team. In other words, build up a team that takes ownership of mobile statistics and metrics, monitors mobilespecific trends, monitor competitors investment in mobile, etc.
Companies can manage huge flows of data using closed-loop app analytics and marketing platforms that helps brands acquire, engage, and retain
users. Analytics can help you track the effectiveness of your user acquisition and app marketing campaigns, while access to data can help your dig deep
into app user behavior which is key to accommodating customer needs. Looking at key metrics can help you optimize your mobile strategy, focusing on
activities that resonate most with active users.

The Key Mobile App Metrics You Need to Know

Acquisition: number of downloads, ratio of opt-ins

Taking a look at how make downloads you have on regular basis will help you assess you user acquisition campaigns, but taking it a
step further by looking at opt-ins helps you get a real idea of your actual reach. Low opt-ins for push notifications? You may need to
improve your app store messaging, or include a mini-tutorial upon the first app open to explain the benefits of push.
Engagement: number of sessions, length of sessions
Checking how many times a user opens your app and how active they are is key to understanding the health of your app. Transforming
a non-user to a monthly active user, or better yet to a daily user requires a well-planned CRM strategy.
Retention: number of active users/ total app installs
Understanding how many daily active users you have, or how many of last weeks users came back this week, can help you assess
shortcomings in your app marketing, content and UI. Keeping a high retention rate is a sign that your app is hitting the mark with
users.
Conversion: exit points
Minimize funnel abandonment by understanding bottlenecks within the app. If many users are not completing a desired action,
understanding where they exit can help you focus your optimization efforts.
Quality: ratio of app crashes to app sessions
Users have an extremely low tolerance for buggy apps so ensure you are closely monitoring the quality of the app experience.
Fixing a bug quickly can not only help save your app from being deleted but will also help you avoid getting negative reviews, which
will only hurt your future acquisition numbers!

PUT CUSTOMER
10 NEEDS FIRST
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Mobile is not the future, it is the now. Meet your

customers in the environment of their choice, not where
it is convenient for you.

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For example, Waze gathers crowd-sourced information by its users on the ground to give real time updates on traffic, accidents, and gas station prices.
HotelTonight offers last minute discounted rooms at quality hotels, allowing consumers to save up to 70% and hotels to fill those rooms that otherwise
would remain empty. By embracing an always-on mentality and developing services that can meet mobile-specific needs, companies can develop apps
that serve a purpose, while meeting business objectives.
How can you tap into your customers needs?
Be available to dialogue
Whether its via informal channels like Facebook or Twitter, chat support and call
centers, or review sites, give your customers a platform to discuss their needs directly
with you. You might be surprised - your next big idea or innovation could be inspired
from customer feedback.
Listen
Its easy to think that we have all the answers but the truth is that our customers all
experience a unique journey. Listen to the feedback they give you at each touch-point,
and make changes to your business to reduce friction.
Create a customer-focused culture
Meeting customer needs should be a focus throughout the entire business structure,
giving way to processes and approaches to improve, based on feedback.

10 WAYS TO GET YOUR MOBILE STRATEGY

OFF THE GROUND

#1

Build both apps and mobile sites

#2

Make mobile central to your offline marketing activities

#3

Implement a multi-screen digital marketing strategy

#4

Invest in social advertising

#5

Optimize for local search

#6

Test-drive new mobile trends

#7

Develop you mCRM strategy

#8

Maximize your app marketing

#9

Develop a mobile-minded team

#10

Put customer needs first

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