- [Instructor] "People won't truly buy into a product,
"service, movement, or idea
"until they understand the why behind it," Simon Sinek.
It's critical you align your selection of tactics,
your strategy, and your mobile marketing plan
to your goals and objectives.
First, you have to define your why.
Before we begin this journey together,
we have to understand your why.
Think about it.
Why do you want to develop a mobile marketing strategy?
Take a moment to pause this video and write down your why.
"Begin with the end in mind," Stephen Covey.
As you know, the goal is the end result.
What are your goals?
What are you trying to achieve?
Is it to build better relationships with your customers?
Is it more sales or something else?
Establishing goals is an iterative process
based on the evaluation of the business line
that the outcome will impact,
whether that be marketing, sales or finance.
Take a moment again to pause this video
and write down your goals,
and remember, they should be SMART goals.
Next, you have to measure the right stuff.
One way to determine whether you're on the right track
is to have some key performance indicators, or KPIs.
A KPI is a metric used to assess one specific factor
to determine the success of a tactic or an effort.
Choosing the right KPIs relies on an understanding
of what you plan to evaluate and hope to achieve.
With mobile marketing,
there are 51 different KPIs that you can consider
based on the type of mobile marketing effort
you plan to execute.
I'm not going to go through all 51,
but I will mention a few popular ones.
App downloads.
The number of people who downloaded your mobile app.
Active users.
This is the number of people
who use your app daily or monthly.
Session length.
The length of time a user spends on your app
or mobile website.
This measures engagement.
Cost per acquisition.
The cost to obtain a specific action from a user,
such as an app download, text message opt-in,
or ultimately, a sale.
Opt-ins.
This is the number of people who agree
to receive your SMS marketing message.
Opt-out.
The number of people who requested
to be removed from receiving future text messages,
and have replied with stop.
Purchases.
The number of people who bought your product or service.
This is not a complete list of mobile marketing KPIs,
but this should give you some ideas and a starting point.
One last tip.
You should have both short-term and long-term KPIs.
So we've discussed the foundational elements,
the essentials of a mobile marketing strategy.
Some people want to jump straight to tactics,
but you have to understand where you're going
before you determine how to get there.
So understanding your why, setting goals,
choosing the right KPIs in advance
will help align your team's and gauge your overall success.