CREATE A MOBILE FIRST CONTENT MARKETING STRATEGY

@PamDidner

Challenges of implementing a mobile first content marketing effort

Key take-away from each scenario

Mobile vs. content scenarios

PERCEPTIONS OF MOBILE MARKETING

Build apps

Make mobile-friendly sites

Buy mobile ads

PERCEPTIONS OF CONTENT MARKETING

Native Advertising

Content for websites

Content for apps

DISCONNECT BETWEEN MOBILE AND CONTENT MARKETING

Two sets of:

Stakeholders

GroupsCompetencies

Funding

DISCONNECT BETWEEN MOBILE AND CONTENT MARKETING

On the Client side:Lack of mobile or content

marketing groups

On the Agency side:Agencies with separate

competencies

This is not different than any other marketing that you are doing…

Work with different:

Stakeholders

ToolsAgencies

Funding

Why is mobile marketing different?

Mobile marketing captures our fancy…

New tools

New Technologies

Diff. shapes/forms

New Usage

THE TRUTH…

I have no idea what I’m doing…

SO, WHAT SHOULD COME FIRST?

Mobile or Content

THE ANSWER…

Your customers should come first

Your marketing strategy should come first

AN APP, MOBILE AD BUY, WEBSITE, CONTENT CREATION ARE MERELY TACTICS

Customer Needs Drive Marketing Strategy

BUSINESS & MARKETING STRATEGY TRUMPS TACTICS

Lead vs. Draft?

Clear roles / responsibilities

Mobile vs. Content?

FOUR SCENARIOS

Content-driven paid mobile advertising

Content-driven mobile marketing

Campaign-driven mobile marketing initiative

Strategy-driven mobile marketing initiative

STRATEGY-DRIVEN MOBILEMARKETING INITIATIVE

https://www.youtube.com/watch?v=fGaVFRzTTP4

SOUTH KOREA HOME PLUS

RETAIL

SOCIAL MEDIA

CREATIVE

MESSAGING

DELIVER CUSTOMER EXPERIENCE BY MOBILE

TECHNOLOGY

PR/AR

= Marketing channels are subject to change based on projects

MOBILE TECHNOLOGY DRIVES CONTENT MKT EFFORTS

MOBILE TECHNOLOGY THAT MAKES CUSTOMERS LIFE EASIER OR FUN

STRATEGY-DRIVEN

Marketing Complements Technology

Experience Driven

Top Down

Big Initiative, Big Budget

Technology Takes the Lead

IN THIS SCENARIO

Mobile initiative takes the lead

Content follows

How can content make mobile experience better for this scenario?

User Guide

Personalized Promotion

Personalized Shopping Reminder

Product Tips & Info.

CAMPAIGN-DRIVEN MOBILE MARKETING INITIATIVE

http://www.youtube.com/watch?v=fGaVFRzTTP4ht

MEAT PACK

Gamification approach

RETAIL

SOCIAL MEDIA

PR/AR

MEDIA PICKUP

START WITH A MOBILE

CAMPAIGN

= Marketing channels are subject to change based on projects

LET OTHERS DRIVE BUZZ

CAMPAIGN-DRIVEN

User generated content

MKT follows after the idea takes off

Get fans to do something

Start with an awesome idea, bring it to life

IN THIS SCENARIO

Mobile initiative takes the lead

Content may or may not need it

Marketing monitors the buzz & engages as needed

Content-driven mobile marketing

START WITH HERO CONTENT

E-Book

E-magazine

Annual Survey/Report

White Paper

IN THIS SCENARIO

Content initiative takes the lead

Mobile MKT is one of the promotion channels

Repurpose content for different channels

5 short blog posts

1 short video animation

3 Infographics

1 presentation

1 white board Video by Intel

Expert

1 Podcast interview of

the white paper author

One 18-page white paper

TAILOR CONTENT TO CHANNELS

CONTENT-DRIVEN PAID MOBILE ADVERTISING

ADS IN DIFFERENT FORMATS/FORMS

ROUTINE AWARENESS OR DEMAND GENERATION

CONTENT CREATION

-REPURPOSE

CONTENT

LAUNCH PAID MOBILE

MARKETING

PAID ADVERTISING

PROGRAM

MOBILE ADVERTISING

Top down or Bottom up

Existing Creative or New Content

Routine or Campaign Driven

Existing or Big Budget

KEY TAKEAWAY

Lead vs. Draft enables clear roles and responsibilities

Think big and think small

Strategy drives mobile marketing