Mobile Marketing- With 99% open rates and very high adoption rates organizations cannot afford to ignore mobile as one of their primary communication channels. As organizations develop or augment their mobile plans, NEW strategic thinking and implementation practices are prerequisites to achieve maximum results. Here we offer four "early stage" suggestions to evolving the approach plan.

1. Four Simple Guidelines
for Planning a Mobile
Communications Strategy

2. Author’s note on getting
the conversation started-
 Depending on your industry type there’s a dozen or more ways to begin
this conversation, including-
 nonprofit, private sector B-2-C, B-2-B, digital publishing, healthcare/financial
services, education, membership/associations, symposiums/events, retail, e-
commerce, voters/advocates, & such
 For the purposes of an attempt at brevity I’ve chosen for this deck to take
a middle of the road approach
 Mobile communications applies to everybody in some fashion or another

3. Mobile Communications
 It’s the wild west of communications
 It’s the fastest growing media platform in history
 If you start soon and apply different tactics you’ll beat your
competition to the marketplace
 Depending on your model you may dominate a slice of the market

4. The Statistics Are Staggering
 99% of all push messages are read- think of it, that’s crazy
 & 90% of push messages are read within the first three
minutes
 2014 marks the first year that mobile to web searches will
eclipse PC to web searches

5. The Adoption Rates Are Surprising
 64% of the US population uses Smartphone technology-
Nielsen
 The 65’s an older are already north of 25% adoption, within
two years they’re expected to be close to 50% (the
“grandchildren” are part of the impetus)
 55’s and older with household incomes of $100K + are close
to a 50% adoption rate, and their age group is the fastest
growing age group for Smartphone adoption
 For Millennials, adoption rates are beyond 90%

6. If you’re planning to apply what you
know about traditional marketing
in present or future mobile initiatives-
STOP!

7. everything about mobile is different…
-by the way, if you don’t have a
mobile strategy yet, or you’re
not planning on one, why not?

8. Here are four simple things
we recommend you consider
for a mobile strategy plan-
1. Connect and engage philosophy (cross media)
2. Mobile acquisitions plan
3. Landing pages: the golden keys to two-way interactions
4. Nurturing automation

9. 1- Connect & Engage Philosophy
 Have a cross media perspective for mobile; you may
“acquire from or push to” social media, web traffic, e-
communications, direct mail, signage, events, trade
shows, PR and traditional mass advertising
 To be most effective in mobile communications adopt a
“marketing 3.0 philosophy”- make your conversations
about them (as much as you possibly can)
 Their expectations are instant- keep it concise!

10. 2- Mobile Acquisitions Plan
 There are dozens of ways you can organically develop a
mobile communications list; some from the short list-
 Registrations, purchases, donation activity, events, direct mail,
social media, publications, any form of mass advertisements, offers,
content downloads, environmental sustainability initiatives, great
messaging and creative “calls to action”
 It may sound quirky but think of signage (if you have any)-
what are the ways your signage can compel people to take
notice, take action, and engage with you via mobile
 Most signs don’t, start being different

11. 3- Landing Pages- the golden keys
to two-way interactions
 Landing pages from mobile message links (or
any other media for that matter) are an
excellent way to connect and engage with your
target market
 Better than a website home page, landing
pages give you mission or message specific
options for purchase, register, donate,
respond (one question surveys can be great),
download, follow, share… and all the activity
is trackable

12. 4- Nurturing Automation
 Mobile is in the marketing automation game; you can create multi-
touch personalized drip messages to meet any communications
lifecycle requirements
 And, its responsive design capabilities can recognize and adopt to
which device is in use
 Message relevancy, communications that are known to boost
conversion rates are compounded by extraordinarily high open rates
and smart “if-then drip nurturing”, thus allowing savvy marketers the
ability to create campaigns like never before

13. Some Encouragement!
 Mobile messaging- the highest open rates ever
 It’s one of the three things we take with us everywhere
now, (keys, wallet, phone)
 Your target market has already bought in
 Consider new approaches, new strategic planning

14. I’d love to know if this deck was helpful to you in any way.
And, if you’d like to see anything differently in the future.
Peter Winters President, Big Dog Innovations
917 301-9100 pwinters@bigdoginnovations.com
LinkedIn: www.linkedin.com/in/peterwintersbigdoginnovations/
SlideShare: http://www.slideshare.net/BigDogInnovations
Cross Media Implementation Team-
MSP Digital Marketing
www.mspdigital.com