Direct Marketing Day @ Your Desk Recap: Mobile Strategy

If you didn’t have the chance to attend Direct Marketing Day @ Your Desk, you missed out. Lucky for you, I wanted to quickly recap my session on creating a successful mobile strategy.

If you didn’t have the chance to attend Direct Marketing Day @ Your Desk, you missed out. Lucky for you, I wanted to quickly recap my session on creating a successful mobile strategy.

When looking at businesses that are truly successful in mobile, you’ll find everything they do is based off of the Mobile Success Pyramid. This is based off of Bruce Hershey’s “4 Pillars of Mobile Marketing” in that with a pyramid, each section can only be supported by the piece beneath it, making the foundational elements more important.

Let’s look at the pyramid from the bottom up:

At the foundation, you have Strategy.

Strategy is made up of a handful of things:

  • Who is your customer? If you haven’t already created customer avatars, you should do so in order to have a target marketing message.
  • What are you trying to accomplish? This is where you identify your business objectives and goals and assess your current marketing strategy.
  • Why are you in business? What is your mission, unique selling proposition or value proposition?
  • When do you need to reach the goal? All good strategies have a time associated with them. Give yourself a deadline to reach your goal and create a roadmap to get there.

As you define your objectives, make sure:

  1. They are measurable and quantifiable. Example: Increase sales by 15 percent.
  2. A timeframe is associated to the goal. Example: Increase sales by 15 percent in six months vs. the same six months last year.
  3. Your goal is realistic. Can you really increase sales by 15 percent? If your goal doesn’t mesh with your historical performance or competition, then adjust.

When you put these three together you may have a goal such as: “Increase sales by 5 percent in six months vs. the same 6-month period last year.”

The next piece of they pyramid is Tactics.

Because you’ve already defined your customer persona, you want to understand how they use their mobile devices. Knowing how each persona uses their mobile devices will lead you to your tactics.

These new mobile personas will offer you the right mix of tactics to generate the most reach and engagement with your customers.

Making our way up the pyramid, we have Integration.

Ultimately, you need to promote your mobile initiatives via other marketing channels. Mobile is the most dependent channel that exists.

Review your media channels and promotional calendars and make sure you have mobile call to actions throughout your media.

Lastly, you need to consider CRM.

This is the most difficult part for marketers today, as most use separate systems. But your goal is to combine all your data from all media channels and create highly targeted messaging campaigns.

Collecting this data throughout the customer journey means you can learn what areas convert the best for each and every customer.

This ends up with you being able to send the right message to the right customer at the right time.

Now it’s on you.

If you are just getting started with mobile, you should complete the pyramid for your own business. Don’t jump right into the tactics as, although it may work in the short-term, you will likely fail in the long run.

So how are you getting started?

Author: Greg Hickman

Greg Hickman is a mobile marketing consultant, founder and host at, a mobile marketing talk show, resource and community where he's interviewed mobile marketers from brands such as CNN, JetBlue and HipCricket.

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