Consumers are relying on their mobile phones for more than talking and texting these days. They are using them for everything from reading and writing emails to watching the news, trading stocks, and booking hotel rooms. Brands seeking a persistent presence with their customers must have a strategy to engage with their customers via mobile phones.
However, many marketing executives who Forrester spoke with are going about creating marketing campaigns the wrong way. They are beginning the process with "let's build an iPhone application" or "we should do something with SMS." These are technology decisions that should be made after developing an understanding of the target audience and how they use their mobile phones, articulating clear objectives, and making tactical decisions that roll up into a campaign or more broadly a marketing strategy.
Many brands are familiar with the POST methodology for social strategy design as well as Social Technographics®. We have adapted that methodology for professionals who are developing mobile strategies. In this methodology, we apply the same systematic approach to the development of mobile strategies:
- People. Establish the Mobile Technographics profile of your target audience.
- Objectives. Decide on your goals.
- Strategy. Specify the investment, offering, and distribution means you will need to meet your objectives.
- Technology. Choose technologies that will allow you to implement your strategy.
Who Should Attend?
This Workshop is designed for Interactive Marketing professionals and eBusiness & Channel Strategy professionals tasked with developing mobile marketing strategies for their products, services, brands, or even Web presence.
Why Attend?
This Workshop helps professionals understand why Mobile Technographics is such an important first step in designing any mobile marketing strategy. We talk about the kinds of marketing objectives that are possible with mobile, how to develop a strategy, and which technologies you can use to implement the plan. We use a combination of case studies and best practices to showcase how mobile POST works. Professionals attending this Workshop leave with a framework for designing their mobile marketing strategies as well as tactics they can begin to implement tomorrow.