From the course: Mobile Marketing: Creating a Strategy

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Benchmarking tools you can use

Benchmarking tools you can use

- [Instructor] A SWOT analysis, that's looking at your company's strength, weaknesses, opportunities, and threats. SWOT analysis will reveal possibilities and roadblocks for your brand at the broader strategic level, but you need to go deeper than that. In this video, we'll review a two step Mobile Readiness Analysis that will help you vet the basic mobile channels and tactics available to you against the efforts of your closest competitors. We'll also look at a related exercise about inspirational brands that can help you with strategic ideation. The goal of the Mobile Readiness Analysis is to determine how useful, usable, findable, and engaging your brand is to mobile users relative to your competitors. The first of the two steps is designed to benchmark how you stack up against the competition at the Channel Level. For example, in terms of your mobile search presence. I chose three competitors here so it would be possible to fit everything onto one slide for demonstration purposes.…

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