1. Fresh Digital Group
Making Mobile Work for You
WE STRATEGIZE. WE EXECUTE. WE DELIVER. ON ALL SCREENS.

2. The Basics
LEVERAGE
RESEARCH your
fundamental marketing
audience, as well as the
principles to get the
phones, carriers and
right message to the
data plans they
right people to create,
subscribe to. Use it to
gain or sustain
create an overall picture
profitable customer
of how they behave,
relationships.
wirelessly.
ALIGN your mobile strategy
DEFINE success metrics with your business strategy,
for your mobile marketing, as well as other marketing
including revenue, efforts, to ensure that all
branding, new customer efforts reach for the same
acquisition and loyalty, to goal.
name a few.
We Strategize. We Execute. We Deliver. On All Screens.

3. Audience Engagement
CREATE meaningful interactive
experiences with for your customers with
content they find interesting and engaging.
Can your mobile content answer these
basic questions:
• “Are my customers interested?”
• “Will they keep my content on their
phone?”
• “Will they access it often?”
• “Will they respond?”
CONSOLIDATE content such as news,
offers and/or updates streaming from other
internal digital channels, across mobile,
when applicable.
We Strategize. We Execute. We Deliver. On All Screens.

4. Customer Reach
UTILIZE SMS, mobile web and/or apps for different
marketing objectives. Consider the reach and access
of each, cost of entry and available Do-It-Yourself
(DIY) content creation and publishing tools to best mix
and match your tactics to reach desired objectives.
BUILD a mobile customer Profit & Loss statement
(P&L) illustrating customer acquisition, retention,
monetization and growth of each relationship, as a
result of your mobile marketing mix.
DO NOT EXCLUDE any segment of your target
audience from accessing your mobile content as it
may very well cost you the relationship along with
valuable lifetime value, eventually opening the door for
your mobile marketing competition.
We Strategize. We Execute. We Deliver. On All Screens.

5. Promoting your Mobile Content
PROMOTE your mobile content to get noticed and
drive success. The efficient integration of mobile
with your traditional and digital marketing efforts is
critical.
Examples of methods to generate frequent
engagement of your mobile content include:
• Proximity, location-based services
• Search, shortcode/keyword calls to action
• QR codes
• Mobile gaming
• Viral forward-a-friend and/or push notices
COLLABORATE with an affiliate program with
partners to help market your mobile content, keep
costs low and drive more immediate adoption.
Think beyond the App Store and look towards
other mobile OS platforms (Android, Windows
Phone)
We Strategize. We Execute. We Deliver. On All Screens.

6. Mobile Marketing ROI
ESTIMATE your ROI by using a model that yields
direct or indirect revenue and profitability.
Establishing rough estimates for mobile marketing
success will make your mobile marketing strategy
that much more defendable
TRACK your efforts and remain flexible with revenue
models that the market may dictate along the way.
CALCULATE a mobile Lifetime Engagement Value
(LEV) to estimate your efforts showing value over the
long haul.
• mLEV = Brand Access x Frequency x Reach
• In other words, the longer your brand,
content and offer stay on a customer’s
phone and in front of them, the more
chances you have for ongoing and frequent
engagement, and therefore, a sales
response.
We Strategize. We Execute. We Deliver. On All Screens.

7. Summary
The Basics
• Leverage basic marketing principles and Research your audience to outline how you will
plan and approach your mobile marketing strategy.
Audience Engagement
• Create meaningful experiences and Consolidate relevant news from traditional sources and
social media streams.
Customer Reach
• Utilize all mobile marketing channels like SMS, mobile web, apps; Build a mobile customer
P&L statement to effectively illustrate customer relationships and Do Not Exclude any
segments in your audience.
Content
• Promote your mobile content using multiple marketing methods like location-based services
and push notices. Collaborate with partners that will help you push your content and keep
costs low.
Return on Investment
• Estimate and Calculate by using a mobile Lifetime Engagement Value to measure what
effect your marketing is having on revenue and profitability. Always Track efforts to keep an
eye any fluctuations and changes that need to be made.
We Strategize. We Execute. We Deliver. On All Screens.

8. Fresh Digital Group
111 John St 2nd FL
New York, NY 10038
www.freshdigitalgroup.com
Fresh Digital Group
Fresh Digital Group