Shifting Consumer Behavior Through Mobile Engagement: What mHealth & Wellness Teaches UsJanuary 2014
Reengineer Your Business For Mobile MomentsJanuary 2014
The mobile mind shift is the expectation that your customer can get what she wants in her immediate context and moments of need. Ninety percent of people with smartphones expect you to give them a great mobile experience. This shift means the battle for your customer’s attention will be waged in mobile moments – any time she pulls out a mobile device. Because mobile devices are pervasive in life and work, mobile moments have a pervasive impact on your company. Take heart. You can serve customers in their mobile moments if you undertake a new business discipline we call the IDEA cycle – Identify mobile moments; Design mobile engagement; Engineer your platforms, processes, and people for mobile engagement; and Analyze results to monitor performance and improve outcomes. Start with a mobile moment audit to find the mobile moments that matter.
Mobile App Or Mobile Web? It’s A Choice Not A BattleDecember 2013
Companies struggle to choose between building a mobile app and implementing a mobile Web site. The decision becomes a battle shrouded in competing points of view and often a lack of customer information about the benefits and risks of each. To help you make the best choice possible, we have painted the differences between mobile app and mobile web in black and white: Use mobile apps for engagement; use mobile web for reach – then shaded the spectrum with the factors pushing in one direction or the other. To make the best choice for your customer, assemble a cross-disciplinary team of marketing, business, and IT and use data on the mobile mind shift to shed light on customers’ expectations and requirements. Regardless of the choice, CMOs will find they need to spend more money and develop a much closer working relationship with IT. CIOs will find they need new skills, a new engagement platform, and a much closer working relationship with marketing and business.
2014 Mobile Trends For MarketersJanuary 2014