One: Paint the bigger picture

Start with your business objectives. What are you’re goals for the year – and what do you need to implement to achieve these objectives?

Two: Define Mobile’s Plug-in Point

Once you’ve refreshed yourself with the core objectives, you need to get your head into whether or not there could be a role for mobile in helping to deliver them. I use the word ‘not’ flippantly as in most cases there should be. This role could be many things, from reducing costs to supporting the marketing – or even to allow customers to shop with you while out of the house.

Three: Create Your Strategy’s Blueprint

The next step is to then truly nail your mobile strategy. What do you have to put in place to deliver on your role and achieve your objectives? How will you use mobile; when will you go to market; who will you target? What do you need to build; what tools should you use; should you employ an agency? Defining your mobile strategy – and getting it right – is the obvious key to overall success. 

Four: Step into Development

Now’s the time to look at what you should put into development. Are you building apps and/or M-sites? Do you need to integrate an SMS tool? Are you implementing QR codes throughout your business (and need to have them printed on all your packaging)? Macro decisions are then followed through to micro decisions, such as building for iOS /Android or doing it all in HTML5.

Five: Identify your Delivery Channels

Once you’ve decided on what you’re implementing and how, you need to get in place your delivery strategy. How are you going to tell your customers or new audiences that you are mobile? What’s your mobile marketing plan? Should you be using banner advertising, rich media ad units, mobile PPC search? Do you put your SMS shortcode on all your in-store literature? Is there a link to the app store from your website? 

Six: Harvest an Insight

Finally – once your mobile activities are up and running – you need to know what’s working, how your customers are reacting to it and what needs to be better. The insight stage is vital for continuation and future success. Analysis of usage, an understanding of the effect on the brand or what the impact on sales is, are all things you should try and establish. Once you know the answers, feed back into your business objectives and start the process all over again.

Of course, there are a lot more considerations to think through, and this is just a snapshot of what you need to be tackling. However, if you start with the above process, you’ll have undoubtedly given yourself and your business the best chance of mobile success. Good luck with your exciting ride…