In this video tutorial, Noah Elkin covers the role agencies serve as your digital general contractor. He explains how to think in terms of ecosystems of digital platforms and technology providers. In addition, he shares that you should choose partners by looking at industry trade publications, vendor ratings from research and advisory firms, and word-of-mouth recommendations.
- [Instructor] Now that you know some key criteria…for choosing partners for your mobile marketing plan…let's meet the cast.…Some of the specialists you're likely to work with…include agencies, platforms,…think Facebook or Google here,…and ad-technology vendors.…This a very broad category comprising a range of companies…and sub-categories.…You'll likely have to work in some capacity…with the mobile carriers as well,…think AT&T or Verizon here.…I'm gonna talk a little bit about each one…of these categories, starting with agencies.…Agencies span a broad range of capabilities,…everything from strategy to web design…to app development to media buying…to all the creative execution involved in a campaign,…whether that's online or using traditional media…like TV, print, and radio.…
If we go back to our house analogy,…an agency is like a general contractor.…Actually, an agency can be like a combination…of an architect, general contractor, and engineer,…depending on the type of agency and its capabilities.…You might go to an agency with a general idea…
- 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.