Forrester

Consumers are relying on their mobile phones for more than talking and texting these days. They are using them for everything from reading and writing emails to watching the ne

Consumers are relying on their mobile phones for more than talking and texting these days. They are using them for everything from reading and writing emails to watching the news, trading stocks, and booking hotel rooms. Brands seeking a persistent presence with their customers must have a strategy to engage with their customers via mobile phones.

However, many executives who Forrester spoke with are going about developing mobile strategies the wrong way. They are beginning the process with "let's build an iPhone application" or "we should do something with SMS." These are technology decisions that should be made after developing an understanding of the target audience and how they use their mobile phones, articulating clear objectives, and making tactical decisions that roll up into a strategy.

Many brands are familiar with the POST methodology for social strategy design as well as Social Technographics®. We have adapted that methodology for professionals who are developing mobile strategies. In this methodology, we apply the same systematic approach to the development of mobile strategies:

• People. Establish the Mobile Technographics profile of your target audience.
• Objectives. Decide on your goals.
• Strategy. Specify the investment, offering, and distribution means you will need to meet your objectives.
• Technology. Choose technologies that will allow you to implement your strategy.