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This is a summary of some topline findings from our Q1 2013 report based on the Mobile Strategy and Sophistication Study, conducted in partnership with Kontagent. The study had over 1,300 …

This is a summary of some topline findings from our Q1 2013 report based on the Mobile Strategy and Sophistication Study, conducted in partnership with Kontagent. The study had over 1,300 participants, most of them client side, 60% in management.

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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?
  • .

Transcript

  • 1. Mobile CustomerIntelligenceEconsultancy’s Market Review infectiously brilliant. In association with Econsultancy @MarketingStefan
  • 2. Speakers Dan Kimball Stefan Tornquist CMO VP, Research (U.S.) Kontagent Econsultancy In association with Econsultancy @MarketingStefan
  • 3. Study inception and Methodology • 1,300+ total respondents • ~250 agencies – they were asked general industry questions, given their exposure to multiple brands • ~1,050 clients – 70% have a mobile site/app, etc…the rest were asked about their plans in mobile • 60% of total in management, 20% of total senior management • Good spread across sizes, with ~20% above $1B in revenues • Lots of industries represented but particularly strong in retail, gaming, travel, software/tech, financial services In association with Econsultancy @MarketingStefan
  • 4. 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 @MarketingStefan
  • 5. 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 @MarketingStefan
  • 6. Mobile Customer Experiences 60% Mobile website Smartphone app Tablet app Average isn’t good enough – consumers consider the 45% 44% average mobile experience to be pretty poor. 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 @MarketingStefan
  • 7. 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 @MarketingStefan
  • 8. How Often do Companies Use Data WhenMaking Changes? 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 @MarketingStefan
  • 9. Agency Opinions 100% 15% 15% 19% 27% Neutral 80% 60% 63% 54% 60% Disagree 54% 40% Agree 20% 28% 25% 19% 22% 0%marketing organizations have a strategy generally invested inprograms Companies have around their mobile measurement and analysis for Most mobile apps and analysis for their mobile sites Companies have generally investedtheir organizations grasp the impact of their customers transition to mo in measurement In association with Econsultancy @MarketingStefan
  • 10. 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 @MarketingStefan
  • 11. Keys to Success:Mobile Readiness and Data Savviness In association with Econsultancy @MarketingStefan
  • 12. Mobile Mainstream Data Savviness Mobile Readiness In association with Econsultancy @MarketingStefan
  • 13. By Industry Gaming Financial Services Retail Travel Data Savviness Mobile Readiness In association with Econsultancy @MarketingStefan
  • 14. Questions? @MarketingStefanIn association with Econsultancy @MarketingStefan