Best Practices Self Assessment分析和总结分析和总结.docx

Best Practices Self Assessment分析和总结分析和总结.docx

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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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