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Mobile Marketing Strategy: Planning, Executing & Monitoring Campaigns

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Acquisition models, metrics, KPI’s? Here’s an easy framework to kick start your mobile marketing strategy [Updated 2021] 

These are the basic elements we covered during an online conference on Mobile Strategy to a group of students from Universidad Valle de Mexico in Monterrey.

It is critical to understand the aspects of planning a mobile marketing campaign. Covid has accelerated the mobile usage for young users but also brought on board older segments. The objective of this post is to help you develop a framework for creating your own strategy and adapt it to your target audience.

Mobile Market Overview

Worldwide market overview, mobile penetration, mobile ads spending trends. There are 3.5 billion smartphone users worldwide and these are a few highlights published by QuoraCreative:

1. Design your campaigns:

Objectives, message, user interaction: It is fundamental to understand your user behavior.

Keep in mind today we live in a multi-screen and multi-media world where users might be impacted on a channel that might not end up in a measurable conversion. 

2. Media Planning:

There are three types of media:



3. Cost Models

Cost models for advertising online can vary depending on the source of traffic. The most common ones:


4. KPI’s: Performance Tracking

Imagine you are in a supermarket in the pasta isle. Everytime you see a package of pasta is a visualization (impression) of the product. If you grab it or put it on your cart would be a click. And if you finally buy it, that would be a conversion.

Creating a mobile marketing strategy is not easy, but this framework can definitely help you structuring your first steps.

There are a lot of ins and outs in this sector and to be supported by an expert in the field will reduce the bumps in the road. Most importantly, it can help you save a lot of money by avoiding mistakes. 

It was very pleasing to interact again with students as I did during my year teaching at Raffles Millennium International in India. Special thanks to Prof. Alex Omar Calvo who invited me to give this presentation on Mobile Marketing Strategy to our future digital marketers!

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