Mobile Interactive Group’s (MIG) ensures that mobile is implemented into your overall marketing and multi-channel strategy.
MIG currently provides in-depth mobile strategy work for a range of customers, including M&S, Directgov and the NHS, Airmiles, Department for International Development, Barclaycard and more.
The purpose of MIG’s mobile strategy development is:
The result of the work is an extensive report, derived from our strategy definition process. This has 3 main components:
Mobile industry knowledge and forecasting
Our extensive knowledge on mobile strategy includes the current and future trends in the mobile landscape, including device and OS futures, network operator activity, the mobile media landscape, mobile channels and technologies, demographics, and the emerging next-gen landscape of mCommerce, mobile web and mobile social networking.
Business analysis and change consultancy
To develop a complete mobile strategy, a program of business analysis should be undertaken. This will firstly identify the business objectives. Following this comes a take-on of the business realities of the client, including available content, product development and release processes, marketing and technology platforms and comms strategy. Once these are understood, we can then use this as a basis for the third phase. The take-on is performed through a series of interviews with key team members at the client premises.
Mobile program definition
Many clients already have plans or active developments in mobile, yet few have looked at all the technology available and where the mobile landscape is heading to define a firm program of mobile channel activation. This phase of the strategy defines all the products that the client should deliver to market, and illustrates them including objective, functions, audience, best practice, relevant case studies, detailed creative mock-ups, and forecast uptake and return. Each recommended product is also scoped with ballpark cost an timescales to gauge required investment and time to launch.
These recommended products and services are then arranged into a roadmap for delivery based on priority, maturity of the technology concerned, internal resource requirements and any other factors. The roadmap is intended to give the client stakeholders justification for a mobile strategy presentable up to board level.
