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1. Mobile Marketing Planning Checklist
Duration
Stage Task Owner Start End Status
(Days)
Learn more about mobile marketing by joining associations and groups (Mobile
1 Research
Marketing Association, LinkedIn Groups, etc.)
Sally 6-Jan-12 35 10-Feb-12 Completed
Conduct a situational analysis to get a better understanding of external factors that could
1 Research
influence your decision to move forward with Mobile Marketing
Jim 10-Feb-12 35 16-Mar-12 On Track
Conduct a detailed analysis of your target market to identify and understand
1 Research
opportunities in this space
Michael 17-Mar-12 35 21-Apr-12 Overdue
Brainstorm and review possible legal, social and ethical issues that might arise from the
1 Research
pursuit of Mobile Marketing
Tom 21-Apr-12 28 19-May-12 At Risk
Conduct an internal audit of your existing marketing channels and identify opportunities
1 Research
for integration
Jim 21-Apr-12 21 12-May-12 Not Started
Use Demand Metric's "Mobile Media Readiness Assessment" to determine if you are
1 Research
ready to start a Mobile Marketing program
Sally 10-May-12 21 31-May-12 Not Started
If you have already started using mobile as a marketing channel, benchmark and
1 Research
analyze your current efforts
Paul 1-Jun-12 30 1-Jul-12 Not Started
1 Research Identify internal stakeholders and determine their level of buy-in Nancy 1-Jun-12 21 22-Jun-12 Not Started

2. Conduct an audit/review of your competitors mobile efforts and analyze any data that
1 Research
you can obtain
Nancy 1-Jun-12 21 22-Jun-12 Not Started
Conduct a market/industry analysis to get a better understanding of how mobile
1 Research
marketing is currently being used in your space
Jim 15-Jun-12 28 13-Jul-12 Not Started
Study your customers mobile habits to get a better understanding of where there is an
1 Research
opportunity
Sally 1-Jun-12 49 20-Jul-12 Not Started
Review your web analytics to identify the number of visitors that are currently using
1 Research
mobile, which operating system they are using, popular devices, etc.
Tom 15-Jun-12 21 6-Jul-12 Not Started
Conduct additional research (focus groups, product feedback, surveys, etc.) to gain
1 Research
additional insight into customer interactions and experience
Nancy 21-Jun-12 21 12-Jul-12 Not Started
1 Research Use Demand Metric's "Customer Profile Template" and identify "early adopters" Sally 15-Jun-12 21 6-Jul-12 Not Started
Use Demand Metric's "Mobile Marketing Business Case Template" to organize your
2 Approval
research, make recommendations & formalize your case for Mobile
Jim 6-Jul-12 21 27-Jul-12 Not Started
Ensure key stakeholders have a good understanding of the impact that mobile will have
2 Approval
on themselves and the organization as a whole
Michael 15-Jul-12 21 5-Aug-12 Not Started
2 Approval Define and document the project scope (phased approach if necessary) Paul 15-Jul-12 21 5-Aug-12 Not Started
2 Approval Create a project schedule that includes both milestones and deadlines Sally 21-Jul-12 28 18-Aug-12 Not Started

3. 2 Approval Identify key success factors and provide justifications for each Jim 30-Jul-12 35 3-Sep-12 Not Started
Explain the assumptions that were made while writing the business case and ensure
2 Approval
they are well understood and have been accepted by key stakeholders
Michael 5-Aug-12 28 2-Sep-12 Not Started
2 Approval Other options have been presented and use case scenarios have been evaluated Nancy 5-Aug-12 28 2-Sep-12 Not Started
Outline resource requirements and allocate appropriate personnel to ensure project
2 Approval
success
Michael 10-Apr-12 35 15-May-12 Not Started
2 Approval Provide and agree upon a prioritized list of evaluation criteria for your mobile efforts Paul 1-May-12 63 3-Jul-12 Not Started
Identify and approve all sources of information sources that have been used to build the
2 Approval
business case
Jim 10-Aug-12 21 31-Aug-12 Not Started
2 Approval Conduct a Business Impact Analysis, ROI Calculation, and Cost-Benefit Analysis Tom 15-Aug-12 14 29-Aug-12 Not Started
2 Approval Created, document, and reviewed both risk and contingency plans Sally 15-Aug-12 14 29-Aug-12 Not Started
2 Approval Document and submit your recommendations Jim 1-Aug-12 28 29-Aug-12 Not Started
2 Approval Obtain senior management buy-in and document sign-off Tom 1-Aug-12 21 22-Aug-12 Not Started

4. 2 Approval Business Case has been formally approved and budget has been allocated Tom 1-Sep-12 35 6-Oct-12 Not Started
Use Demand Metric's "Mobile Marketing Medium Selection Tool" to select the most
3 Plan
appropriate mobile marketing mediums
Tom 1-Sep-12 35 6-Oct-12 Not Started
Formalize objectives & KPIs using Demand Metric's "Mobile Marketing Strategy
3 Plan
Scorecard"
Tom 1-Sep-12 35 6-Oct-12 Not Started
3 Plan Select a staff member to work as a liaison between Marketing and IT Tom 1-Sep-12 35 6-Oct-12 Not Started
3 Plan Conduct an IT audit of infrastructure, bandwidth, and systems Tom 1-Sep-12 35 6-Oct-12 Not Started
Select the appropriate technology for your mobile marketing program and begin building
3 Plan
the mobile mediums selected
Tom 1-Sep-12 42 13-Oct-12 Not Started
3 Plan Continue to build and segment your opt-in lists Tom 1-Sep-12 35 6-Oct-12 Not Started
3 Plan Develop an offer and/or promotional plan using your existing online and offline channels Tom 1-Sep-12 35 6-Oct-12 Not Started
Create reasonable guidelines behavior by employees & contractors who use mobile
3 Plan
marketing
Tom 1-Sep-12 35 6-Oct-12 Not Started
Review the "Marketing Management Association's Code of Conduct" to protect our
3 Plan
company and our consumers
Tom 1-Sep-12 35 6-Oct-12 Not Started

5. 3 Plan Update the employee manual and provide training to employees & contractors Tom 1-Sep-12 35 6-Oct-12 Not Started
3 Plan Hire a mobile marketing specialist and/or consultant (if necessary) Tom 1-Sep-12 35 6-Oct-12 Not Started
Update the "Terms of Use Policy" on all corporate landing pages, websites, blogs,
3 Plan
intranets, etc.
Tom 1-Sep-12 35 6-Oct-12 Not Started
3 Plan Create marketing collateral for your mobile marketing program Tom 1-Sep-12 35 6-Oct-12 Not Started
Use a marketing calendar and/or touchpoint diagram to outline dates, delivery times,
3 Plan
topics of communication, promotional items, etc.
Tom 1-Sep-12 35 6-Oct-12 Not Started
3 Plan Start to integrate mobile mediums into your existing marketing mix Tom 1-Sep-12 35 6-Oct-12 Not Started
Add your mobile marketing plan to the overall marketing communications calendar &
3 Plan
plan (assuming the opportunity for integration has been identified)
Tom 1-Sep-12 35 6-Oct-12 Not Started
Conduct adequate testing of your mobile marketing medium(s) and select a "go-live"
3 Plan
date
Tom 1-Sep-12 35 6-Oct-12 Not Started
4 Execute Create some buzz by reaching out to bloggers, thought leaders, industry experts, etc. Tom 1-Sep-12 35 6-Oct-12 Not Started
4 Execute Launch a dedicated landing page and corresponding auto responder Tom 1-Sep-12 35 6-Oct-12 Not Started

6. Start to promote your mobile marketing efforts in your newsletter, on your blog, on your
4 Execute
site, etc.
Tom 1-Sep-12 35 6-Oct-12 Not Started
4 Execute Run dedicated and targeted ads Tom 1-Sep-12 35 6-Oct-12 Not Started
Conduct promotional activities on social media sites (Facebook, LinkedIn, Twitter,
4 Execute
YouTube, etc.)
Tom 1-Sep-12 35 6-Oct-12 Not Started
4 Execute Run PPC ads on targeted sites Tom 1-Sep-12 35 6-Oct-12 Not Started
4 Execute Launch the mobile marketing medium(s) selected Tom 1-Sep-12 35 6-Oct-12 Not Started
4 Execute Write a press release and distribute accordingly Tom 1-Sep-12 35 6-Oct-12 Not Started
4 Execute Launch updated auto responders Tom 1-Sep-12 35 6-Oct-12 Not Started
4 Execute Launch updated marketing collateral Tom 1-Sep-12 35 6-Oct-12 Not Started
Review social content to ensure a distributed content program (email to friend, re-tweet,
4 Execute
Digg, Reddit, ShareThis, etc.) is in place and functioning properly
Tom 1-Sep-12 35 6-Oct-12 Not Started
Audit tracking and analytics tools for each mobile marketing medium selected (App,
5 Measure
Mobile Advertising, QR Codes, etc.)
Tom 1-Sep-12 35 6-Oct-12 Not Started

7. Use Demand Metric's customizable "Mobile Media Program Metrics Dashboard" to track
5 Measure
pre-determined KPIs
Tom 1-Sep-12 35 6-Oct-12 Not Started
5 Measure Formalize your reporting structure and share metrics with all stakeholders involved Tom 1-Sep-12 35 6-Oct-12 Not Started
Based on the results of your Mobile Marketing program, continually refine and improve
5 Measure
your mobile marketing efforts
Tom 1-Sep-12 35 6-Oct-12 Not Started