Webinar: Econsultancy 2013 Mobile Sophistication and Strategy Report

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View our webinar with Econsultancy Vice President of Research Stefan Tornquist. He’ll discuss the results of the 2013 Mobile Sophistication and Strategy Study, which examine how global corporations are looking at mobile consumer behaviors, where they’re spending, and why they may be missing the mark. Use these insights to:
- Strengthen your long-term mobile strategy;
- Effectively measure cross-channel behaviors;
- Design more fluid user experiences across screens and devices.
- Don’t be like the two-thirds of business leaders who say they’re not prepared for mobile.

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  • How do you filter through the noise?Capital infrastructure expenses?Additional staff to manage infrastructure and products?
  • How do you filter through the noise?Capital infrastructure expenses?Additional staff to manage infrastructure and products?
  • How do you filter through the noise?Capital infrastructure expenses?Additional staff to manage infrastructure and products?
  • How do you filter through the noise?Capital infrastructure expenses?Additional staff to manage infrastructure and products?
  • How do you filter through the noise?Capital infrastructure expenses?Additional staff to manage infrastructure and products?
  • How do you filter through the noise?Capital infrastructure expenses?Additional staff to manage infrastructure and products?
  • How do you filter through the noise?Capital infrastructure expenses?Additional staff to manage infrastructure and products?
  • How do you filter through the noise?Capital infrastructure expenses?Additional staff to manage infrastructure and products?
  • How do you filter through the noise?Capital infrastructure expenses?Additional staff to manage infrastructure and products?
  • How do you filter through the noise?Capital infrastructure expenses?Additional staff to manage infrastructure and products?
  • How do you filter through the noise?Capital infrastructure expenses?Additional staff to manage infrastructure and products?
  • How do you filter through the noise?Capital infrastructure expenses?Additional staff to manage infrastructure and products?
  • How do you filter through the noise?Capital infrastructure expenses?Additional staff to manage infrastructure and products?
  • How do you filter through the noise?Capital infrastructure expenses?Additional staff to manage infrastructure and products?
  • How do you filter through the noise?Capital infrastructure expenses?Additional staff to manage infrastructure and products?
  • How do you filter through the noise?Capital infrastructure expenses?Additional staff to manage infrastructure and products?
  • .
  • Webinar: Econsultancy 2013 Mobile Sophistication and Strategy Report

    1. 1. Mobile CustomerIntelligenceEconsultancy’s Market Review infectiously brilliant. In association with Econsultancy #KTWebinar
    2. 2. Speakers Dan Kimball Stefan Tornquist CMO VP, Research (U.S.) Kontagent Econsultancy In association with Econsultancy #KTWebinar
    3. 3. Market hypothesis Why was the study commissioned? In association with Econsultancy #KTWebinar
    4. 4. Study inception and Methodology In association with Econsultancy #KTWebinar
    5. 5. Long-Term Mobile Strategy Mobile first Mobile mainstream Senior management, marketing and technology work together to 71% define mobile strategy 45% 70% Our mobile strategy extends beyond 2013 45% 64%We track and report on specific KPIs for our mobile apps and/or sites 28% Our current mobile tactics and activities all tie back to our mobile 71% strategy 25% 64% We have a well defined mobile strategy 25% 0% None of these apply 21% 0% 20% 40% 60% 80% In association with Econsultancy #KTWebinar
    6. 6. Measuring Cross-Channel Impact 39% Measuring influence in both directions (mobile app(s) to and from other channels) 22% 5% Measuring influence in one direction (mobile app(s) on other channels) 8% 25% We plan to measure cross-channel influence w/mobile app(s) 38% 4% No plans to measure cross-channel influence w/mobile app(s) 10% Mobile first Mobile mainstream 27% Doesnt apply to us 22% 0% 20% 40% 60% In association with Econsultancy #KTWebinar
    7. 7. Good Customer Experiences 60% Mobile website Smartphone app Tablet app 44% 45% 30% 27% 26% 24% 20% 18% 15% 13% 13% 11% 11% 11% 10% 8% 9% 8% 7% 5% 6% 3% 4% 4% 4% 4% 2% 2% 3% 2% 1% 1% 0% 0% Awful 2 3 4 Average 6 7 8 9 State of the Art In association with Econsultancy #KTWebinar
    8. 8. Bad Customer Experiences 60% Mobile website Smartphone app Tablet app 44% 45% 30% 27% 26% 24% 20% 18% 15% 13% 13% 11% 11% 11% 10% 8% 9% 8% 7% 5% 6% 3% 4% 4% 4% 4% 2% 2% 3% 2% 1% 1% 0% 0% Awful 2 3 4 Average 6 7 8 9 State of the Art In association with Econsultancy #KTWebinar
    9. 9. One Design, Many Screens? Mobile first Mobile mainstream 45% 42% 33% 30% 30% 27% 20% 15% 14% 15% 14% 3% 3% 0% Experiences are Experiences are quite Experiences have some Almost the same Exactly the same completely different different differences experiences experience In association with Econsultancy #KTWebinar
    10. 10. Limited Updates Mobile first Mobile mainstream 50% 45% 40% 30% 30% 29% 23% 22% 20% 19% 10% 11% 10% 9% 3% 0% Always Frequently About half the time Sometimes Never In association with Econsultancy #KTWebinar
    11. 11. Agency Opinions 100% 15% 19% 15% 27% 80% Neutral 60% Disagree 63% 54% 60% 54% 40% Agree 20% 28% 25% 19% 22% 0%arketing organizations have a have generally invested in measurement and analysis fororganizationsapps analysis for of their customers transition to mobile device Companies strategy around their mobile programs Companies have generally invested in their mobile grasp the impact their mobile sites Most measurement and In association with Econsultancy #KTWebinar
    12. 12. Spending Mobile first Mobile mainstream 50% 44% 42% 40% 30% 29% 28% 25% 20% 20% 10% 5% 4% 4% 0% 0% Significantly increase Increase spending Keep spending the same Reduce spending Significantly reduce spending somewhat somewhat spending In association with Econsultancy #KTWebinar
    13. 13. Keys to Success:Mobile Readiness and Data Savviness In association with Econsultancy #KTWebinar
    14. 14. Mobile Mainstream Data Savviness Mobile Readiness In association with Econsultancy #KTWebinar
    15. 15. By Industry Gaming Financial Services Retail Travel Data Savviness Mobile Readiness In association with Econsultancy #KTWebinar
    16. 16. Kontagent Mobile Customer IntelligencePlatform, People & Process: A Formula for Success In association with Econsultancy #KTWebinar
    17. 17. Questions? @KontagentIn association with Econsultancy #KTWebinar

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