More than ever, today’s news brands require a mobile digital strategy, making your company fit to capture the right digital channels for you.
In my opinion, too many media companies put short-term tactics before their strategy. In other words, there is a lack of longer-term vision, or, worse still, any tactical campaigns are launched just to help the business achieve a target.
Having a robust mobile marketing strategy framework (within an overall strategy) is essential to ensure the success of your planned communications. More importantly, it ensures your sales teams have a clear understanding about what is expected.
A mobile marketing strategy is crucial to ensure it is helping deliver on specific objectives. The rise in the number of different digital channels available to target your customer base continues to grow. Not having a sound framework in place to manage, monitor, and measure your performance could prove costly.
I hope to offer some insight on how to create a framework in the context of a mobile acquisition campaign. This is defined as being tactics that help drive mobile traffic or generate a purchase through a mobile Web site.
This framework has five key sections.
1. What’s your position in your market? You should already have some analytical insights on key metrics and access to key performance indicators (KPIs) on how your digital and mobile channels are performing. Here are a few other things to consider:
- What’s your unique selling point (USP)?
- Do you know your current audience — a profile of whom your target customer is and how she presently interacts with your brand on mobile. Web analytics and, sometimes, historic sales or subscription data will prove to be useful sources of information to understand who your customers are, their purchasing patterns, geography, and products they bought or repeatedly bought, among other things.
- Do you know your competitors? By that I mean not just other media but a defined list of “competitors for readers’ time.” Are you analysing their performances and tracking activity?
2. Objectives: To build any successful strategy, it is important that objectives are laid out that define what you want to achieve and why. This is particularly important as news readers shift from print to desktop to mobile.
As mentioned above, having an understanding of what your position is in the marketplace will help create a picture of that position and areas on which to focus your strategy.
Here is an example: “Increase Web site traffic by 10% during the period of November-December 2017 compared to the same period last year measured via Google Analytics.” This objective provides a specific metric you’re looking to achieve within a timeframe and will be measured. To ensure it’s realistic, you have to have completed your research on current performance by assessing/researching past performance.
3. Who is your target mobile audience? Again, you should now have a good insight into your customer history and the type of audience you want to attract through this acquisition strategy. Using third-party data (such as from Google Analytics) will help add additional colour and detail to your potential audience.
4. Choosing the right tactics: Now define how the objective(s) will be achieved by identifying the digital mobile marketing tactics you plan to use as your acquisition technique.
The tactics chosen should be justified from the findings you uncover in evaluating your existing customer (that is, how and where your target audience lives, whether it is active on social media, whether it is loyal in online purchase patterns, and so on). Understanding all this and more will help create a list of preferred tactics to implement (this might also include SEO, affiliate, social media, and e-mail, among others).
5. Monitoring performance: Referring back to the objective of this strategy, each tactic should now have specific KPIs to support this overall by the following:
- Measuring: The objective is to drive more visits to the mobile site or maybe app.
- Monitoring: How will the reporting be conducted? A weekly or monthly report, perhaps?
- Managing: Who will be overseeing all reporting and assessing the campaign? Providing feedback to the rest of your team is essential to engender adoption, belonging, and advocacy.
The above should provide a firm framework when you are looking to create a mobile acquisition strategy for your media company. Strategy before tactics is the order of the day. Mine the data you have to help you identify and plan how and what objectives and product offerings to focus on for future growth.