In this video tutorial, Noah Elkin explains how to determine how useful, usable, findable, and engaging your brand is on mobile. He recommends thinking about your brand from the perspective of your customers' experience. In addition, he shares how to ask and assign scores for questions about each stage of the customer decision journey.
- Do you know how useful, usable, findable…and engaging your brand is to your mobile customers?…My hunch is it is something you may…have had an inkling about…but you probably haven't explored systematically.…This video is about thinking about your brand…from your customer's perspective.…And try and understand how that experience is.…How effective it is…and where there's room for improvement.…These are important data points to gather…as you're building your strategy.…There's a worksheet you can download from the exercise files…to follow along with or use as a resource for later.…Essentially what it helps you to do…is assess your current state of mobile readiness…by looking at the stages of the customer journey…and grading your brand against a defined set of criteria.…
This can help you focus on areas in your business…that need attention.…What you want to establish is twofold.…First, you want to determine…the core mobile moments for your brand.…Those are the key instances across the customer journey,…or decision funnel, where you have an opportunity…
- Explain the importance of quality content when it comes to mobile marketing.
- Describe the ways in which mobile is both innovative and disruptive.
- Determine your brand’s mobile readiness.
- Use SWOT analysis as the framework for assessing your brand.
- Give examples of how to turn data into insights.
- Cite the three steps for implementing a mobile strategy.
- Describe why you might want to consider working with external partners.