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Part 1: Getting StartedBest PracticesYesNoCan you identify upcoming campaigns in your marketing plan
Part 1: Getting Started
Best Practices
Yes
No
Can you identify upcoming campaigns in your marketing plan
that lend themselves to the transactional and abbreviated mobile experience?
Does your company have relationships with carriers or mobile marketing vendors that allow you to test a variety of mobile
marketing tactics?
Have you conducted research or tests to ensure that your target
audience will be able to access and participate in a mobile campaign?
Do you have a mobile code of conduct that establishes your
brands policies on customer data and marketing tactics?
Part 2: Campaign Strategy
Best Practices
Yes
No
Is mobile represented during planning sessions, particularly for
campaigns with an interactive or direct marketing element?
Are you using mobile to measure the effectiveness of broadcast
media?
Do you vary keywords or other campaign elements to compare response rates across customer segments, channels, particular
media properties, or geographies?
Have you done customer research to identify mobile content
and functionality that your target audience finds valuable?
Part 3: Targeting
Best Practices
Yes
No
Do you advertise mobile campaigns on media properties —
mobile or otherwise— that reach your target audience?
Mobile Marketing Best Practices
Part 3: TargetingBest Practices
Part 3: Targeting
Best Practices
Yes
No
Do you target the handset device as a proxy for your audience?
Do you target using customer data like demographic or
behavioral data?
Part 4: Campaign Execution
Best Practices
Yes
No
For messaging and mobile advertising, does your creative use
short, pointed text and uncluttered graphics or imagery?
For downloadable applications, are download instructions
written in clear and understandable language?
Does your campaign feature a compelling and clear
call-to-action?
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