How to approach Mobile Marketing Strategy as a CMO?

Let me tell you something, if you are a CMO who is creating the mobile strategy for the first time, then only god can help you.

Guess what, the fault is not yours. Mobile marketing space has become increasingly complex and confusing for even the best of digital professionals and building an integrated mobile marketing approach for the company is no child’s play.

As a CMO, the most important thing to do before building your mobile marketing framework, is to get the right facts on table so as to see the future strategy in the right perspective.

Here’s how a CMO can approach his mobile marketing strategy:

Mobile Marketing Strategy Framework

Curate the right Mobile Trends

Mobile is one of the hottest topics in the digital parlance, and it would continue to remain critical until AI takes over. Every platform owner (like Google & Facebook) or market research agencies (like KPMG & Nielsen) offer their biased point of views w.r.t mobile strategies.

The idea should be to hand pick the most relevant trends that suits your nature of business.

Also see : Mobile Marketing – A quick guide for chief marketing officer and digital agencies

Defining Consumer Journey in Mobile

Consumer Journey in Mobile

Consumer Journey in Mobile

 

The consumer journey of various categories can be different but what matters for a CMO is to ascertain the touch points that needs mobile first makeover and optimisation. Once you define your brand’s consumer journey in the digital space, keeping in mind the mobile trends, you must map your mobile objectives in that journey.

Deciding the platforms

Once the CMO has identified the mobile objectives, choosing the platforms would be an easy deal. But there are times when marketing teams fall in the trap of choosing between what adds value vs what adds vanity? For e.g. B2B business need not create a consume facing app just because apps are the flavour of the day.

Also read: How to choose between Mobile App vs Mobile WAP 

Choosing Marketing Channels

A combination of your chosen platforms and your end marketing objectives would further help in defining your mobile marketing channels. If you have taken the App route, you have to build an acquisition / App download strategy followed by an App usage strategy.

Most of the performance marketing companies or affiliates do not bother about the app usage. App usability is not even there as the last metric.

As a CMO, you must see it at all times that your digital agency and affiliates are not compromising on the user targeting so that the usage data does not go too diagonal.

If the focus is your responsive website, you must create a mobile first marketing plan across all channels including search, display & social.

Creating Mobile Content

Your brand’s content must resonate with your audience mobile usage. If the trends are in favour of social media content, you must create more liquid or shareable content to increase your organic reach and engagements.

Choosing your Mobile SEO keywords is perhaps the most difficult exercise and needs more intricate planning over a period of time. You have to depend a lot on your google analytics organic data for building the roadmap for Mobile SEO.

Short form video content is must-have for social ads as it increases your advertising ROI. ( Read : What type of content should you create? )

 

 

Mobile has changed the in-market car buying journey

It used to be that when people needed to buy a car they would go to the dealer, walk down the rows of brightly coloured models and listen to a salesperson talk about the latest and greatest makes and features. Today’s auto intender can bypass the car lot altogether and gather information from sites, apps, friends, family members and even experts, all at the touch of a button or scroll of the thumb.

Today, in-market audience is visiting lesser number of dealer locations  as they are spending a lot of time discovering through their Mobile for their dream vehicle. Most of the time in-market customer has already made the decision before setting their foot inside the dealer location as they have the answers to most of their queries.

From a media standpoint, Mobile has captured maximum share of voice & share of mind across owned, earned & paid media, i.e. Brand’s Website, Organic & Paid Search, Social Media & Auto Reviews Portals, that influence & shapes audience decision making process for automobile purchase.

Current share of mobile queries across both organic & paid search is consistently touching 60% (the trend is common for all automakers as mentioned by Google in their auto insight report last year) which has further impacted all other connected channels like auto content portals & social media.

When it comes to social media, majority of the audience is engaging with the brand through their mobile devices. According to Facebook, almost 90% of the active audience in India in the age group of 25-45 are Mobile First. This trend is reflected in the audience data for auto portals as well, where most of them are seeing up to 50% and more entry referral traffic coming through Mobile (App & Wap) only.

Mobile truly cuts across the entire audience consideration funnel i.e (Awareness or Discovery > Consideration > Evaluation > Purchase), and further intercepts audience car buying journey at regular intervals with high degree of share of mind.