Forrester: - Making Leaders Successful Every Day

Event Overview

Consumers are relying on their mobile phones for more than talking and texting these days. They are using their mobile phones for everything from reading and writing emails to watching the news, making stock trades, and researching purchases. Brands seeking a persistent presence with their customer base must have a strategy to reach customers on their mobile phones.

Most of the executives with whom Forrester has spoken, however, 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 a developing an understanding of the target audience, clear objectives, and a strategy.

Many brands are familiar with the POST method for social strategy design as well as Social Technographics®. We have adapted that methodology for professionals 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 strategy that you will use to meet your objectives.

Technology. Choose technologies that will allow you to implement your strategy.

Who Should Attend?

This Workshop is designed for professionals tasked with developing mobile strategies for their products, services, or even Web presence.

Why Attend?

This Workshop helps professionals understand why mobile Technographics is such an important first step in designing any mobile strategy. We talk about the kinds of objectives that are possible with mobile, how to develop a strategy, and which technologies you can use to implement the plan. We use a combination of case studies and best practices to showcase how mobile POST works. Professionals attending this workshop leave with both a framework for designing their mobile strategy as well as tactics they can begin to implement tomorrow.