The Best Open Rates in the History of CommunicationsFour Simple Guidelines for Planning a Mobile

Communications Strategy

Author’s note on getting the conversation started-

Depending on your industry type there’s a dozen or more ways to begin this conversation, including- nonprofit, private sector B-2-C, B-2-B, digital publishing,

healthcare/financial services, education, membership/associations, symposiums/events, retail, e-commerce, voters/advocates, & such

For the purposes of an attempt at brevity I’ve chosen for this deck to take a middle of the road approach

Mobile communications applies to everybody in some fashion or another

Mobile Communications

It’s the wild west of communications

It’s the fastest growing media platform in history

If you start soon and apply different tactics you’ll beat your competition to the marketplaceDepending on your model you may dominate a slice of

the market

The Statistics Are Staggering99% of all push messages are read- think of it,

that’s crazy

& 90% of push messages are read within the first three minutes

2014 marks the first year that mobile to web searches will eclipse PC to web searches

The Adoption Rates Are Surprising64% of the US population uses Smartphone technology-

Nielsen

The 65’s an older are already north of 25% adoption, within two years they’re expected to be close to 50% (the “grandchildren” are part of the impetus)

55’s and older with household incomes of $100K + are close to a 50% adoption rate, and their age group is the fastest growing age group for Smartphone adoption

For Millennials, adoption rates are beyond 90%

If you’re planning to apply what you know about traditional marketing

in present or future mobile initiatives-

STOP!

everything about mobile is different…

-by the way, if you don’t have a mobile strategy yet, or you’re not planning on one, why not?

Here are four simple things we recommend you consider

for a mobile strategy plan-

1. Connect and engage philosophy (cross media)

2. Mobile acquisitions plan

3. Landing pages: the golden keys to two-way interactions

4. Nurturing automation

1- Connect & Engage Philosophy

Have a cross media perspective for mobile; you may “acquire from or push to” social media, web traffic, e-communications, direct mail, signage, events, trade shows, PR and traditional mass advertising

To be most effective in mobile communications adopt a “marketing 3.0 philosophy”- make your conversations about them (as much as you possibly can)

Their expectations are instant- keep it concise!

2- Mobile Acquisitions PlanThere are dozens of ways you can organically develop

a mobile communications list; some from the short list-Registrations, purchases, donation activity, events, direct mail,

social media, publications, any form of mass advertisements, offers, content downloads, environmental sustainability initiatives, great messaging and creative “calls to action”

It may sound quirky but think of signage (if you have any)- what are the ways your signage can compel people to take notice, take action, and engage with you via mobileMost signs don’t, start being different

3- Landing Pages- the golden keys to two-way interactions

Landing pages from mobile message links (or any other media for that matter) are an excellent way to connect and engage with your target market

Better than a website home page, landing pages give you mission or message specific options for purchase, register, donate, respond (one question surveys can be great), download, follow, share… and all the activity is trackable

4- Nurturing AutomationMobile is in the marketing automation game; you can

create multi-touch personalized drip messages to meet any communications lifecycle requirements

And, its responsive design capabilities can recognize and adopt to which device is in use

Message relevancy, communications that are known to boost conversion rates are compounded by extraordinarily high open rates and smart “if-then drip nurturing”, thus allowing savvy marketers the ability to create campaigns like never before

Some Encouragement!

Mobile messaging- the highest open rates ever

It’s one of the three things we take with us everywhere now, (keys, wallet, phone)

Your target market has already bought in

Consider new approaches, new strategic planning

I’d love to know if this deck was helpful to you in any way.

And, if you’d like to see anything differently in the future.

Peter Winters President, Big Dog Innovations917 301-9100 pwinters@bigdoginnovations.com

LinkedIn: www.linkedin.com/in/peterwintersbigdoginnovations/SlideShare: http://www.slideshare.net/BigDogInnovations

Cross Media Implementation Team-MSP Digital Marketingwww.mspdigital.com