Want to understand your company's mobile landscape?

Students will work as a team to review your current mobile landscape, including your mobile app, mobile-friendly website, geomarketing applications (i.e. beacons, wifi, etc.) and any other mobile channels (i.e. mobile ads, social media, etc.).

For the following weeks, students will live and breathe your organization and provide a comprehensive audit of your mobile landscape. This audit will also include what your competitors are doing.

At the end of the assignment, students will be expected to complete the following sections of the mobile audit on the organization.

1) Executive summary

This is a maximum one (1) full-page summary of the report’s purpose, key findings and full recommendations.

2) Introduction: Category/Industry analysis

What’s happening around mobile and location-based marketing in the industry? Research on the product category or industry on how mobile and/or location-based technology tends to be used. This is to help set a foundation to compare your company against and provide some best practices from the industry. This will also factor in the final recommendations on your mobile strategy.

3) Mobile ecosystem review

What mobile channels and location-based technologies does your organization currently use for marketing? Are there any gaps in the current technologies being used? Students will review your mobile marketing channels and activities, including both online and in-store/venue experience (i.e. are there any proximity marketing tools being used?).

4) SWOT analysis

What is your competitive environment? Using the information from sections 2) and 3) above, students will analyze the strengths, weaknesses, opportunities and threats specifically to the mobile and location-based marketing context.

5) Target Market & Audience Persona

What is your organization's perceived target market? Students will provide a brief overview of what they think the main target market is for the organization’s mobile efforts. They will provide some demographic, geographic, psychographic and behavioural information.

Based on that target market, they will also create one persona that would be representative of what they've identified. For this project, students are encouraged to really try to question how the target audience behaves with mobile technology by providing an individual example.

6) Marketing and communication moments

How is your organization meeting micro-moments on the customer journey? Based on the persona students created, they must identify how your organization leverages Google’s micro-moments to meets his or her needs. There are many micro-moments that make up the highly fragmented path-to-purchase. Using the main micro-moments for the industry, students will identify how the customer experience is delivered specifically for each one of these moments and provide a visual example (i.e. screen shots).

I want to know is about general discovery and inspiration.

• How does the organization get discovered?
• What kind of content does it use?

I want to go is about going somewhere and experiencing something.

• How does the organization inspire the audience to go somewhere? (i.e. retail location, a sponsored event, etc.)
• How is it using location-based technology to be present in this micro-moment?

I want to do is about specific research and search for answers.

• How does the organization provide “how-to” information?
• Has it been successful in generating “how-to” moments?

I want to buy is about making a purchase or transaction.

• How does the organization use mobile to help accelerate the purchase?
• How can people actually make a purchase?
• How does it build the relationship and deliver customer service?

Students aren't bound by these micro-moment definitions from Google because your industry might have slightly different ones, so they may identify others accordingly. However, if your organization does not respond to one of the key micro-moments, students will identify that gap and address it in the following recommendations.

8) Recommendations

What should you do next? Based on the research and analysis, students will come up with three top ideas to recommend to your organization to strengthen its mobile marketing position. This is leveraged based on the insights from the SWOT analysis and connected to the needs of the target persona. Students will be required to provide specific and actionable recommendations - something your organization can actually use!