Join Michael Becker for an in-depth discussion in this video Reviewing yourself and your company, part of Mobile Marketing Foundations.
Voiceover: Once you know your customers, you have to get to know yourself, personally. Do an inventory of your own personal skills. What are you good at? What do you like to do? How much do you know about media? Advertising? Sales? Strategy? Management? Resourcing and budgeting? Engineering and coding? How much do you know how to use your mobile phone? Do you use all the applications? Have you popped into the settings and really learned what the device can do? Who do you know if your network? How can your network help fill your own skill gaps? The next step is to get to know your company, and all it's capabilities as honestly as you possibly can.
You need to conduct a thorough audit of all its people, processes, technology, media, and supporting resources that are available now, and possibly in the future. Again, personal honesty in this process is key. Ask yourself and your teams hard questions, and give yourselves and each other truthful answers. Let's review really quick. For example, analyze all the people, your employees. Everyone from the junior staff to senior executives, contractors and partners. You need to do a thorough review of all the capabilities, including understanding what they're good at. For example, are they good strategists and problem solvers, or are they more task oriented? Understand if they know how to use the technology you have available.
If they like to new technologies or not. Essentially, you need to know everything that they bring to the table that can help you service your customers. Your processes. Review all the steps you've created, documented, or undocumented to get work done. For example, can you detail every step you take to make changes to your website? Set up a text messaging campaign? Or create a mobile display ad? If you haven't, you need to document them and really take a thorough review. Technology and services. Inventory all the technology you and your company have at your disposal, including the types of computers, email systems, software applications, website hosting and more.
This includes any solution you have licensed from partners, and mobile services providers you may work with. Media. Review all the possible media channels you use and the customer touch points you have available to you, including your owned media, your paid media, your earned media, shared media. Finally, have another bucket. Look at all the resources, such as your availabile cash, credit, and the time you have to get all the work done. There are so many questions you need to ask yourself. Here are a few. Do you have a dedicated resource for mobile? Yes or no? If the answer is no, do you work with an outside agency? Is mobile part of an overall marketing team's effort, or is mobile part of a digital marketing e-commerce team? Do you have a formal approach to planning and executing your mobile programs, or do you not know? Another question you might ask yourself, how are your mobile decisions made, or are they not made? Do you not have a mobile team, and all the programs are ad hoc? Are your decisions made by your senior management, or by your marketing team? Or, by your agency? You might also ask yourself, which of the following mobile channels do you use? Do a thorough audit.
Do you use SMS, MMS, USSD, mobile optimize email, responsive design websites, native mobile websites, progressive mobile websites, native mobile applications, hybrid mobile applications, applications enhanced with SDK and unique capability, push notifications, mobile beacons, mobile commerce, proximity commerce, mobile wallets, click to call services, streaming audio, mobile optimize video, mobile SEO, mobile advertising display, mobile advertising native services, mobile rich media advertising, location enablers, QR codes, and digital water marketing services, augmented reality services, device fingerprinting and retargeting services? When you're looking at each one of these types of services, ask yourself, do you not know? Are you not using them? Do you rarely use them? Do you use them occassionally? Do you use them often? If you are, how effective are you using them? Are they creating good results for you or not?
This course is part of a Learning Path approved by the American Marketing Association.
Gain the skills you need to become an AMA Professional Certified Marketer (PCM) in Digital Marketing by using the industry-leading courses and resources in the Learning Path. Take the AMA certification exam to show that you have what it takes to lead the digital transformation.
- Understanding the mobile marketing purchase funnel
- Auditing your mobile readiness
- Testing your email and web performance
- Creating a strategy
- Establishing a basic mobile web presence
- Setting up a QR code program
- Building your mobile phone number database for an SMS campaign
- Planning a mobile app
- Setting up a mobile display ad campaign
- Understanding government regulations on mobile marketing