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Mobile Marketing Plan Playbook

Our Mobile Marketing Plan Playbook is a planning methodology that highlights our premium tool-kit of tools & templates to help you develop a mobile marketing plan that engages the increasing number of mobile users who are interacting with your brand.

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Mobile Marketing Plan Playbook

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  1. Mobile Marketing Plan Playbook Follow this simple step-by-step playbook to implement a Mobile Marketing plan that engages the increasing number of mobile users who are interacting with your brand. MOBILE MARKETING PLAN Playbook & Toolkit

  2. Table of Contents MOBILE MARKETING PLAN Introduction 06 Conclusion 24 Framework 03 Maturity Model 04 About This Playbook 25 Assess Current Situation 07 10Mobile Marketing Plan 13Implement Your Strategy 17Govern Mobile 20Monitoring Competition 22Measuring Results STAGE STAGE STAGE STAGE STAGE STAGE 1 2 3 4 5 6 Table of Contents MOBILE MARKETING PLAN Introduction 06 Conclusion 24 Framework 03 Maturity Model 04 About This Playbook 25 Assess Current Situation 07 10Mobile Marketing Plan 13Implement Your Strategy 17Govern Mobile 20Monitoring Competition 22Measuring Results STAGE STAGE STAGE STAGE STAGE STAGE 1 2 3 4 5 6

  3. Top Mobile Resources Database Planning Checklist Channel Selection Tool Risk Assessment Tool RFP Template Metrics Dashboard Usage Survey Mobile Device Policy TemplateStrategy Scorecard Readiness Assessment Business Case Project Charter MOBILE MARKETING PLAN Framework Leverage the framework below to quickly empower your organization’s mobile marketing strategy. Click the buttons below to access all related training, tools, templates, and other resources. Mobile App Launch Guide Mobile Application Type Assessment Competitive TrackingMobile Manager Job Description Building a Mobile- Friendly Website Vendor Selection Tool GOVERN4 MONITOR5PLAN2 STRATEGY3 MEASURE61 ASSESS Top Mobile Resources Database Planning Checklist Channel Selection Tool Risk Assessment Tool RFP Template Metrics Dashboard Usage Survey Mobile Device Policy TemplateStrategy Scorecard Readiness Assessment Business Case Project Charter MOBILE MARKETING PLAN Framework Leverage the framework below to quickly empower your organization’s mobile marketing strategy. Click the buttons below to access all related training, tools, templates, and other resources. Mobile App Launch Guide Mobile Application Type Assessment Competitive TrackingMobile Manager Job Description Building a Mobile- Friendly Website Vendor Selection Tool GOVERN4 MONITOR5PLAN2 STRATEGY3 MEASURE61 ASSESS

  4. Orientation STAGE 1 - Undefined STAGE 2 - Progressive STAGE 3 - Mature STAGE 4 - World-Class Development Focus No defined strategy or process for Mobile Marketing Ad hoc app development; Focuses on device & software used; Relies on point tools Basic design, develop & deploy tools for native, web & hybrid development; Focus on visual & audio customer experience Robust platform for native, web & hybrid development with focus on customization, interaction & app devel- opment integration End-to-end platform development, deployment & engagement; Applica- tion Generator for write once deploy everywhere Defined strategy and processes exists for Mobile Marketing in uncoordinated pockets in an organization Defined, integrated strategy and processes exists for Mobile Marketing across an Enterprise. Defined, integrated strategy for Mobile Marketing exists across the Enterprise; Campaigns are tracked & measured by level of engagement & revenue impact MOBILE MARKETING Maturity Model Leadership Skeptical of value of Mobile Marketing; Willing to fund isolated projects and/ or test pilot Views mobile as new marketing channel; Allocates budget & staff resources Long-tern commitment; willing participant; Resources for growth Views mobile as strategic function; Fully funds; Organization aligned around mobile as a marketing “spear point” Technology & Interoperability Uses MBaaS for shared infrastruc- ture for app execution; Mobile opti- mized APIs for public and Enterprise connectors Templates for fast development; No interoperability with Enterprise systems Support for app lifecycle management, multiple plug-ins for customization; Limited interoperability with systems Enterprise interoperability includes full security, synchronization & deployment Mobile Marketing Orientation STAGE 1 - Undefined STAGE 2 - Progressive STAGE 3 - Mature STAGE 4 - World-Class Development Focus No defined strategy or process for Mobile Marketing Ad hoc app development; Focuses on device & software used; Relies on point tools Basic design, develop & deploy tools for native, web & hybrid development; Focus on visual & audio customer experience Robust platform for native, web & hybrid development with focus on customization, interaction & app devel- opment integration End-to-end platform development, deployment & engagement; Applica- tion Generator for write once deploy everywhere Defined strategy and processes exists for Mobile Marketing in uncoordinated pockets in an organization Defined, integrated strategy and processes exists for Mobile Marketing across an Enterprise. Defined, integrated strategy for Mobile Marketing exists across the Enterprise; Campaigns are tracked & measured by level of engagement & revenue impact MOBILE MARKETING Maturity Model Leadership Skeptical of value of Mobile Marketing; Willing to fund isolated projects and/ or test pilot Views mobile as new marketing channel; Allocates budget & staff resources Long-tern commitment; willing participant; Resources for growth Views mobile as strategic function; Fully funds; Organization aligned around mobile as a marketing “spear point” Technology & Interoperability Uses MBaaS for shared infrastruc- ture for app execution; Mobile opti- mized APIs for public and Enterprise connectors Templates for fast development; No interoperability with Enterprise systems Support for app lifecycle management, multiple plug-ins for customization; Limited interoperability with systems Enterprise interoperability includes full security, synchronization & deployment Mobile Marketing

  5. Customer Engagement Budget & Staff Management & Policy Metrics No budget exists; Spending & staffing is ad hoc Facilitates content creation, delivery and engagement with mobile website editors, support for QR codes and NFC tags No formal management or policy for mobile app deployment No formal measurements in place Has department device manage- ment & app lifecycle management plans in place Analytics to monitor & track app perfor- mance, such as QR codes, SMS & web traffic by device and mobile ads Has Enterprise device management & app lifecycle management policies & policy admin function in place Dashboard monitors app performance, device usage and location; User engagement by content asset Has robust app & device management support that includes Enterprise mobile policy and BYOD security Enterprise-wide dashboard with visual representation of user acqui- sition & engagement by behavior, experience, etc. Budget allocated; Defined roles & responsibilities for Mobile Marketing Customer engagement via mobile payments, content & subscription management and multi-channel messaging Budget with business case to justify spend; Dedicated internal point person for Mobile Marketing Full-function mobile content engagement & monetization; Includes app customiza- tion, asset management, localization, etc. Budget connected to marketing goals; Organization aligned for maximum impact in Mobile Marketing Comprehensive content engagement & monetization; Metrics for mobile personas & usage patterns; Multi-de- vice webs STAGE 1 - Undefined STAGE 2 - Progressive STAGE 3 - Mature STAGE 4 - World-Class MOBILE MARKETING Maturity Model Mobile Marketing Customer Engagement Budget & Staff Management & Policy Metrics No budget exists; Spending & staffing is ad hoc Facilitates content creation, delivery and engagement with mobile website editors, support for QR codes and NFC tags No formal management or policy for mobile app deployment No formal measurements in place Has department device manage- ment & app lifecycle management plans in place Analytics to monitor & track app perfor- mance, such as QR codes, SMS & web traffic by device and mobile ads Has Enterprise device management & app lifecycle management policies & policy admin function in place Dashboard monitors app performance, device usage and location; User engagement by content asset Has robust app & device management support that includes Enterprise mobile policy and BYOD security Enterprise-wide dashboard with visual representation of user acqui- sition & engagement by behavior, experience, etc. Budget allocated; Defined roles & responsibilities for Mobile Marketing Customer engagement via mobile payments, content & subscription management and multi-channel messaging Budget with business case to justify spend; Dedicated internal point person for Mobile Marketing Full-function mobile content engagement & monetization; Includes app customiza- tion, asset management, localization, etc. Budget connected to marketing goals; Organization aligned for maximum impact in Mobile Marketing Comprehensive content engagement & monetization; Metrics for mobile personas & usage patterns; Multi-de- vice webs STAGE 1 - Undefined STAGE 2 - Progressive STAGE 3 - Mature STAGE 4 - World-Class MOBILE MARKETING Maturity Model Mobile Marketing

  6. 6MOBILE MARKETING PLAN Assess Current Situation Mobile Marketing Plan Implement Your Strategy Govern Mobile Monitoring Competition Measuring Results 1 2 3 4 5 6 Introduction How to Use This Playbook This playbook consists of six stages, each with a description, steps, and action items. Action items include using our premium tools and templates. Our intention with this playbook is to help you: Plan a mobile marketing strategy that engages mobile users interacting with your brand Understand mobile marketing and identify opportu- nities to improve your organization’s capabilities Evaluate your organization’s readiness to adopt a mobile marketing strategy Stage 1 - Assess Current Situation Readiness Assessment, Business Case, Project Charter Stage 4 - Govern Mobile Mobile Device Policy, Usage Survey, Mobile Marketing Manager Job Description Stage 5 - Monitoring Competition Competitive Tracking Tool Stage 3 - Implement Your Strategy Resources Database, Mobile Application Type Assessment, RFP, Vendor Selection Stage 2 - Mobile Marketing Plan Planning Checklist, Channel Selection, Strategy Scorecard, Risk Assessment Stage 6 - Measuring Results Mobile Marketing Metrics Dashboard Outputs from This Playbook 6MOBILE MARKETING PLAN Assess Current Situation Mobile Marketing Plan Implement Your Strategy Govern Mobile Monitoring Competition Measuring Results 1 2 3 4 5 6 Introduction How to Use This Playbook This playbook consists of six stages, each with a description, steps, and action items. Action items include using our premium tools and templates. Our intention with this playbook is to help you: Plan a mobile marketing strategy that engages mobile users interacting with your brand Understand mobile marketing and identify opportu- nities to improve your organization’s capabilities Evaluate your organization’s readiness to adopt a mobile marketing strategy Stage 1 - Assess Current Situation Readiness Assessment, Business Case, Project Charter Stage 4 - Govern Mobile Mobile Device Policy, Usage Survey, Mobile Marketing Manager Job Description Stage 5 - Monitoring Competition Competitive Tracking Tool Stage 3 - Implement Your Strategy Resources Database, Mobile Application Type Assessment, RFP, Vendor Selection Stage 2 - Mobile Marketing Plan Planning Checklist, Channel Selection, Strategy Scorecard, Risk Assessment Stage 6 - Measuring Results Mobile Marketing Metrics Dashboard Outputs from This Playbook

  7. Assess Current Situation STAGE 1 MOBILE MARKETING PLAN In this Stage, you will focus your efforts around analyzing your readiness to adopt a mobile marketing strategy, make the case for an investment in resources, and put a high-level project plan together. Key steps in this stage include: STEP 1: Conduct a Mobile Marketing Readiness Assessment STEP 2: Build a Mobile Marketing Business Case STEP 3: Create a Mobile Marketing Project Charter Assess Current Situation STAGE 1 MOBILE MARKETING PLAN In this Stage, you will focus your efforts around analyzing your readiness to adopt a mobile marketing strategy, make the case for an investment in resources, and put a high-level project plan together. Key steps in this stage include: STEP 1: Conduct a Mobile Marketing Readiness Assessment STEP 2: Build a Mobile Marketing Business Case STEP 3: Create a Mobile Marketing Project Charter

  8. 8MOBILE MARKETING PLAN Introduction Assess Current Situation 1 Senior Management Commitment Alignment with Goals & Objectives Knowledge, Trends & Regulations Planning Staff, Systems & Training Executive Summary Opportunity Overview & Key Success Factors Assumptions & Decision Making Criteria Business Impact Analysis Risks & Contingency Plans Recommendations Conduct a Readiness Assessment Build a Mobile Marketing Business Case STEP 1 STEP 2 Action Item Action Item Use the Mobile Marketing Readiness Assessment to iden- tify your organization’s preparedness to create and imple- ment a mobile marketing business strategy. UsetheMobileMarketingBusinessCasetoconvincesenior management that pursuing a mobile marketing strategy makes financial sense for the organization. Areas of the readiness assessment include: Sections of your business case should include: V I E W R E S O U R C E V I E W R E S O U R C E Mobile Marketing Plan Implement Your Strategy Govern Mobile Monitoring Competition Measuring Results 2 3 4 5 6 8MOBILE MARKETING PLAN Introduction Assess Current Situation 1 Senior Management Commitment Alignment with Goals & Objectives Knowledge, Trends & Regulations Planning Staff, Systems & Training Executive Summary Opportunity Overview & Key Success Factors Assumptions & Decision Making Criteria Business Impact Analysis Risks & Contingency Plans Recommendations Conduct a Readiness Assessment Build a Mobile Marketing Business Case STEP 1 STEP 2 Action Item Action Item Use the Mobile Marketing Readiness Assessment to iden- tify your organization’s preparedness to create and imple- ment a mobile marketing business strategy. UsetheMobileMarketingBusinessCasetoconvincesenior management that pursuing a mobile marketing strategy makes financial sense for the organization. Areas of the readiness assessment include: Sections of your business case should include: V I E W R E S O U R C E V I E W R E S O U R C E Mobile Marketing Plan Implement Your Strategy Govern Mobile Monitoring Competition Measuring Results 2 3 4 5 6

  9. 9MOBILE MARKETING PLAN Project Overview Description Key Success Factors Risk Identification Project Stakeholders Communications Plan Decision Rights Approval Create a Mobile Marketing Project Charter STEP 3 Action Item Use the Mobile Marketing Project Charter to establish a clear project scope, decision rights, and executive sponsor- ship for the initiative. Sections of your project charter should include: V I E W R E S O U R C E Introduction Assess Current Situation 1 Mobile Marketing Plan Implement Your Strategy Govern Mobile Monitoring Competition Measuring Results 2 3 4 5 6 9MOBILE MARKETING PLAN Project Overview Description Key Success Factors Risk Identification Project Stakeholders Communications Plan Decision Rights Approval Create a Mobile Marketing Project Charter STEP 3 Action Item Use the Mobile Marketing Project Charter to establish a clear project scope, decision rights, and executive sponsor- ship for the initiative. Sections of your project charter should include: V I E W R E S O U R C E Introduction Assess Current Situation 1 Mobile Marketing Plan Implement Your Strategy Govern Mobile Monitoring Competition Measuring Results 2 3 4 5 6

  10. . Mobile Marketing Plan STAGE 2 MOBILE MARKETING PLAN In this Stage you will work with your team to select the right mobile marketing tactics and channels to use; determine your objectives, metrics, and timeframes; and identify and mitigate project-related risks. You will perform the following actions build a mobile marketing plan: STEP 1: Review the Planning Checklist STEP 2: Select the Right Mobile Channels STEP 3: Create a Strategy Scorecard STEP 4: Perform a Risk Assessment

  11. . 11MOBILE MARKETING PLAN Introduction 2 Mobile Marketing Plan Stage Task Owner Start Date Mobile Display Ads Mobile Coupons Mobile Applications QR Codes SMS Text Mobile Rich Me End Date Duration Status Review the Planning Checklist Select the Right Mobile Channels STEP 1 STEP 2 Action Item Action Item Use the Mobile Marketing Planning Checklist to outline the key tasks and assign ownership and due dates to manage this project from a high level. Use our Mobile Marketing Channel Selection Tool to iden- tify which mobile marketing channels will be the best fit for your organization. Sections to include in your review include: Channels in your analysis might include: V I E W R E S O U R C E V I E W R E S O U R C E Assess Current Situation Implement Your Strategy Govern Mobile Monitoring Competition Measuring Results 1 3 4 5 6

  12. . 12MOBILE MARKETING PLAN STEP 3 STEP 4 Objectives Programs & Initiatives Metrics & KPIs Timeframes and Goals Event or Risk Description Expected Outcome Impact Probability Risk Mitigation Plan Create a Mobile Strategy Scorecard Perform a Risk Assessment Action Item Action Item Use our Mobile Marketing Strategy Scorecard to provide senior management with a one-page document that clearly outlines your plan of attack. UseourMobileMarketingRiskAssessmentTooltoconsider any potential pitfalls or risks that could affect your program’s success, then brainstorm ways to mitigate these risks. Key information to include in scorecard: What is included in a risk assessment? V I E W R E S O U R C E V I E W R E S O U R C E Introduction 2 Mobile Marketing Plan Assess Current Situation Implement Your Strategy Govern Mobile Monitoring Competition Measuring Results 1 3 4 5 6

  13. . Implement Your Strategy STAGE 3 MOBILE MARKETING PLAN In this Stage you will implement the programs outlined in your mobile marketing strategy scorecard. Many companies start by making their website mobile-friendly, or building a mobile application for their customers. In many cases an outside partner will be required. Key activities for this Stage include STEP 1: Gather Mobile Marketing Resources STEP 2: Consider a Mobile Application STEP 3: Make Your Website Mobile-Friendly STEP 4: Contract a Mobile Partner

  14. . 14MOBILE MARKETING PLAN Association News Directory Coalition Community Stay Connected – maintain a 24/7 connection with your customers & prospects Cache – having the first mobile app in your industry puts your brand out front Accessibility – make it as easy as possible for customers/prospects to engage Visibility – users see their dashboard of apps daily; keep your brand in front of them Ease of Use – don’t frustrate the users who want to view your website on a small screen Gather Mobile Marketing Resources Consider a Mobile Application STEP 1 STEP 2a Action Item Action Item Use the Top Mobile Marketing Resources Database to identify resources that can help to equip your team in your mobile marketing journey. Use the How-to Guide: A Mobile App Launch Guide to learn more about how you can launch a mobile applica- tion that keeps users engaged with your brand when they are on the go. Types of resources you will encounter include: Benefits of launching a mobile application: Introduction Implement Your Strategy 3 V I E W R E S O U R C E Assess Current Situation Mobile Marketing Plan Govern Mobile Monitoring Competition Measuring Results 1 2 4 5 6 A MOBILE APP LAUNCH GUIDE How-to Guide V I E W R E S O U R C E

  15. . 15MOBILE MARKETING PLAN Native: application resides on smartphone Web App: application is available from a mobile web-browser The importance of being mobile-friendly Key characteristics of mobile-friendly websites Benefits of converting your website to mobile-friendly Action Plan Consider a Mobile Application Make Your Website Mobile-Friendly STEP 2b STEP 3 Action Item Action Item Use the Mobile Application Type Assessment to determine whether you should work with I/T to build a Native or Web application to support your mobile users. Use the How-to Guide: Building a Mobile-Friendly Website to learn why you need to ensure that your website looks good for mobile users. What is the difference between a Native and Web application? What will you learn with this guide? V I E W R E S O U R C E Introduction Implement Your Strategy 3Assess Current Situation Mobile Marketing Plan Govern Mobile Monitoring Competition Measuring Results 1 2 4 5 6 BUILDING A MOBILE-FRIENDLY WEBSITE How-to Guide V I E W R E S O U R C E

  16. . 16MOBILE MARKETING PLAN Company Information Statement of Work Proposal Submission Procedure Score of Work & Requirements Estimated Budget Experience, Skill-Set & Approach Architecture, Technology & Design Pricing, Deployment & Training Referrals & Sample Solutions Contract a Mobile Marketing Partner Contract a Mobile Marketing Partner STEP 4a STEP 4b Action Item Action Item Use the Mobile Marketing RFP Template to document your requirements for a mobile solution and then send this to your short-list of potential partners to get some proposals. Use the Mobile Marketing Vendor Selection Tool to compare potential agencies and contractors to ensure you select the right firm for your needs. What goes inside a request for proposal (RFP)? Sections of the evaluation include: V I E W R E S O U R C E V I E W R E S O U R C E Introduction Implement Your Strategy 3Assess Current Situation Mobile Marketing Plan Govern Mobile Monitoring Competition Measuring Results 1 2 4 5 6

  17. . Govern Mobile STAGE 4 MOBILE MARKETING PLAN To this point, you have developed your mobile marketing plan and implemented your programs. Now, your focus needs to shift to internal governance and mobile-device usage for your employees. In this Stage you will: STEP 1: Craft a Mobile Manager Job Description STEP 2: Survey Employees on Mobile Usage STEP 3: Write a Mobile Device Policy

  18. . 18MOBILE MARKETING PLAN Introduction Govern Mobile 4 Manage mobile ad campaigns Stay current on mobile trends & developments Report on mobile program metrics Research best practices on mobile marketing Attend mobile conferences & events Can provide insight into how consumers and organiza- tions are adapting to the explosion of mobile device usage without doing costly market research. Craft a Mobile Manager Job Description Survey Employees on Mobile Usage STEP 1 STEP 2 Action Item Action Item Use the Mobile Marketing Manager Job Description to outline the key responsibilities and requirement for this new position in your organization, or add these to an existing job description. Use the Mobile Marketing Usage Survey to learn more about how your employees and customers are currently using mobile devices, applications, and channels such as QR codes. What are the main responsibilities for this position? Why is this an important exercise? V I E W R E S O U R C E V I E W R E S O U R C E Assess Current Situation Mobile Marketing Plan Implement Your Strategy Monitoring Competition Measuring Results 1 2 3 5 6

  19. . 19MOBILE MARKETING PLAN Purpose Applicability Responsibilities Affected Technology Policy & Acceptable Use Policy for Non-Compliance Write a Mobile Device Policy STEP 3 Action Item Use the Mobile Device Policy Template to govern the use of mobile devices by your employees and contractors to ensure secure access to corporate resources outside of the company. Sections of the policy include: V I E W R E S O U R C E Introduction Govern Mobile 4Assess Current Situation Mobile Marketing Plan Implement Your Strategy Monitoring Competition Measuring Results 1 2 3 5 6

  20. . Monitoring Competition STAGE 5 MOBILE MARKETING PLAN In this Stage you will be setting up a process for monitoring your competitors and their mobile marketing activities. This is a simple and effective method for learning new strategies and keeping tabs on your top competitors. Your only activity in this Stage is to: STEP 1: Set Up Competitive Tracking Process

  21. . 21MOBILE MARKETING PLAN Introduction 5 Mobile Application Stats SMS Programs QR Code Campaigns Other Set Up a Competitive Tracking Process STEP 1 Action Item Use the Mobile Marketing Competitive Tracking Tool to create a process for monitoring and tracking the mobile marketing programs your competitors are deploying. What information should be included in the tool? V I E W R E S O U R C E Assess Current Situation Mobile Marketing Plan Implement Your Strategy Govern Mobile Measuring Results 1 2 3 4 6 Monitoring Competition

  22. . Measuring Results STAGE 6 Now that you have implemented your mobile marketing programs, you need to track the results of your campaigns and other relevant information. In this Stage you will: STEP 1: Build a Mobile Marketing Metrics Dashboard MOBILE MARKETING PLAN

  23. . 23MOBILE MARKETING PLAN Introduction Measuring Results 6 Total # QR Code Impressions Conversions from QR Landing Pages Revenue Generated from SMS # Display Ad Impressions Clicks by Mobile App Ad Location Revenue Generate by Rich Media Display Ads Build a Mobile Marketing Metrics Dashboard STEP 1 Action Item Use the Mobile Marketing Metrics Dashboard to track your metrics from your mobile marketing programs and generate a dashboard of charts for communication and reporting. Following are some key metrics you want to analyze: V I E W R E S O U R C E Assess Current Situation Mobile Marketing Plan Implement Your Strategy Govern Mobile Monitoring Competition 1 2 3 4 5

  24. . 24MOBILE MARKETING PLAN Conclusion At the end of any project, it’s always a good idea to review it and identify areas for improvement. Demand Metric has the tools and expertise to help you build an effective Mobile Marketing program: Create or audit your existing Mobile Marketing strategy plan Assist with using any of the tools referenced in this playbook Provide hands-on marketing assistance to accelerate achieving your marketing department’s goals. To learn more, contact Demand Metric: info@demandmetric.com MOBILE MARKETING PLAN

  25. . About This Playbook MOBILE MARKETING PLAN Demand Metric is a marketing research and advisory firm serving a membership community of over 106,000 marketing professionals and consultants in 75 countries. Offering consulting playbooks, advisory services, and 500+ premium marketing tools and templates, Demand Metric resources and expertise help the marketing community plan more efficiently and effectively, answer the difficult questions about their work with authority and conviction, and complete marketing projects more quickly and with greater confidence — thus boosting the respect of the marketing team and making it easier to justify resources the team needs to succeed. To learn more about Demand Metric, please visit www.demandmetric.com

  26. . © Demand Metric Research Corporation. All Rights Reserved. www.demandmetric.com Follow us on Twitter Like us on Facebook Join Linkedin Group

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