In this video tutorial, Noah Elkin explains that your strategic imperative lies squarely in the overlap between your business goals, your customers’ needs, and what the marketplace and competitive environment dictate. He recommends that you use all your inputs to synthesize a high-level strategic direction and then put relevant channels and tactics through a weighted prioritization process. Finally, you map channels and tactics to primary demographic segments.
- Once you've established your strategic mobile framework…you need to prioritize all the available…and relevant tactics and channels.…As you proceed, remember the intersection…of your business goals, your customer's needs,…and what the marketplace and…competitive environment dictate.…That's the bullseye to keep in mind…as you're assembling the key pieces…of your mobile strategy.…Each of them will affect the outcome…of your strategy planning in different ways.…So again, try not to cut corners.…Now by this point in the process, you should know…from all your stakeholder interviews…and competitive analysis…what your primary business goals are.…
Let's assume they're to raise brand awareness…and increase sales by 10%.…And similarly you should know at this point…what your customer goals are.…Maybe these are to improve the mobile commerce experience,…or lower shopping cart abandonment rates.…You can see that your overall business goals…and your customer goals are aligned and interdependent.…That's good.…That's what you want.…
- 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.