In this video tutorial, Noah Elkin explains that getting executive buy-in for your mobile strategy is essential. He shares how to emphasize the mobile imperative for your brand—the cost of doing nothing is greater than the cost of doing something and also the need to highlight the competitive landscape. Be sure to approach your implementation with return on investment (ROI) in mind.
- Planning your mobile strategy is one thing,…executing your strategy is another.…To get to that next phase you need…that scarcest of resources, a budget.…In most situations, unless you're the final decision-maker,…or a sole proprietor, you'll have to petition the higher ups…within your organization,…such as your CEO, CMO, CFO,…or other senior company officers…to sign off on your plans…and allocate the funds you need.…As you probably know, getting executives to extend…their budgets is one of the hardest things you can do,…but it's also a sign of institutional buyin,…and that's vitally important.…
If you're getting money to develop a project…chances are the rest of the team…is going to push for it to succeed.…Or put another way, your success is the company's success.…Here are a few guiding principles…that will help in the process.…The first thing you should do is emphasize…the mobile imperative for your brand.…If you can prove to the decision-makers that 1/4…to 1/3 or more of your customers…are actively engaged with your brand on mobile devices…
- 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.