marketing

3 How can you use your arsenal in mobile?
What assets do you have that might make sense to
incorporate? Do you have stores or other channel
partners? Do you have apps or a mobile-friendlywebsite? What other digital branded experiences
do you have, perhaps across social networks?
Mobile bridges digital and physical worlds, so
consider tangible, real-world assets: products, outof-
home orprint ads, retail stores and live events.
4 Does it follow mobile marketing best
practices?
Does the program adhere to how consumers
are using mobile media? Does it use the
functionality ofmobile devices? Does the
experience translate well both to the smaller
screen size and then the broader real-world
landscape where consumers use their mobile
devices? What kind of value does it provideto
the consumer – information on a new product
or service, entertainment, or a discount on
merchandise, among many other options?
Marketers who have read 360i’s Social Marketing
Playbook maynotice some similarities between
the lens above and the Social Marketing Strategic
Lens, which is also discussed in the section on
Mobile Social Marketing (see page 43). The tenets
of both aresimilar, but each lens is designed to
address the specific demands of its respective
marketing discipline.
Cuando se planifica un programa de marketing móvil, las preguntas surgen en cuanto a loscanales, las tácticas
y los vendedores son los más apropiados para incorporar. Los vendedores pueden embarcarse en un plan móvil
responder a las siguientes preguntas que conducen a un número mucho másamplio de decisiones involucrados en calcular
la manera de sacar el máximo provecho de la telefonía móvil. Estas preguntas en conjunto constituyen el móvil
Comercialización del objetivo estratégico.¿Cuáles son sus metas para móvil
marketing?
Son sus objetivos centrados más
en torno a la marca o directa
marketing de respuesta? hacer
usted necesita masivo
alcanzar para el móvil
programa...