Research survey of 294 marketing and information technology decision-makers about their investments in mobile strategy including people, processes, and marketing technology. Marketing represented the majority of respondents across several industries: financial services, media and entertainment, retail and commerce, B2B high tech, and travel/hospitality.
Pas 1 ni 10, mais 26 vagues d'innovations technologiques qui sont en train de secouer l'économie, la société et l'humanité toute entière...
Découvrez cette analyse très complète de Brian Solis, l'analyste en chef de Altimeter Group.
Slides for Altimeter's webinar: The Inevitability of a Mobile-Only Customer Experience
Watch the webinar replay at: http://www.slideshare.net/Altimeter/webinar-mobile-only-customer-experience-altimeter-group
Download the report at: http://pages.altimetergroup.com/mobile-only-customer-experience-report.html
Description: Customers are becoming increasingly mobile, and, as a result, the customer journey is in need of an overhaul. In this 1-hour webinar, join Jaimy Szymanski and Brian Solis for a discussion on how organizations can approach mobile design strategy through the lens of an evolving connected customer.
Hidden in plain sight: How mobile is quietly revolutionizing the B2B worldOgilvy
Mobile@Ogilvy has published a new report into how business-to-business (B2B) brands can leverage “smart mobility” to gain significant competitive advantage. Entitled “Hidden in plain sight: How mobile is quietly revolutionizing the B2B world,” the report outlines key mobile opportunities for B2B marketers and describes how to develop mobile strategies for B2B brands.
eMarketer Webinar: Mobile Advertising—Five Things You Need to Know NoweMarketer
Mobile already accounts for more than half of digital ad spending in the US, and its share is growing. Topics in this webinar include: Why even though overall spending skews toward mobile, most brands don’t think they’re spending half their digital budgets on the channel; What opportunities lie in location-based marketing beyond geofencing; Why marketers need to embrace ad IDs and cut the cookie cord; Which metrics to monitor and get the most out of mobile measurement; Why creative is in crisis on mobile.
eMarketer Webinar: Programmatic Video—The Dramatic Rise of Connected TV, Apps...eMarketer
Programmatic isn’t just for banners anymore. Video is a fast-growing part of the programmatic ecosystem, and advertisers are purchasing programmatic video ads to run on devices from desktops to mobile phones to connected TVs. Topics in this webinar include: eMarketer’s latest forecast of programmatic ad spending; Why connected TV is a gateway to buying programmatic video on other platforms; How recent programmatic ad platform acquisitions by major media players including Facebook, Yahoo, AOL, Google and Comcast will play out for buyers and sellers; Inventory quality issues and other obstacles holding back programmatic video advertising.
eMarketer Webinar: Creating Ads on the Fly—New Opportunities in ProgrammaticeMarketer
This year, more than half of all US digital display ad dollars will go toward programmatic ads. With more ads than ever being bought in real time, marketers are realizing they need to change the way they develop their creative, from the beginning of the process to the end. Topics in this webinar include: Is programmatic good or bad for creativity? How are marketers and agencies changing the way they develop creative to meet the needs of a programmatic landscape? What are some best practices for rethinking the creative process?
Pas 1 ni 10, mais 26 vagues d'innovations technologiques qui sont en train de secouer l'économie, la société et l'humanité toute entière...
Découvrez cette analyse très complète de Brian Solis, l'analyste en chef de Altimeter Group.
Slides for Altimeter's webinar: The Inevitability of a Mobile-Only Customer Experience
Watch the webinar replay at: http://www.slideshare.net/Altimeter/webinar-mobile-only-customer-experience-altimeter-group
Download the report at: http://pages.altimetergroup.com/mobile-only-customer-experience-report.html
Description: Customers are becoming increasingly mobile, and, as a result, the customer journey is in need of an overhaul. In this 1-hour webinar, join Jaimy Szymanski and Brian Solis for a discussion on how organizations can approach mobile design strategy through the lens of an evolving connected customer.
Hidden in plain sight: How mobile is quietly revolutionizing the B2B worldOgilvy
Mobile@Ogilvy has published a new report into how business-to-business (B2B) brands can leverage “smart mobility” to gain significant competitive advantage. Entitled “Hidden in plain sight: How mobile is quietly revolutionizing the B2B world,” the report outlines key mobile opportunities for B2B marketers and describes how to develop mobile strategies for B2B brands.
eMarketer Webinar: Mobile Advertising—Five Things You Need to Know NoweMarketer
Mobile already accounts for more than half of digital ad spending in the US, and its share is growing. Topics in this webinar include: Why even though overall spending skews toward mobile, most brands don’t think they’re spending half their digital budgets on the channel; What opportunities lie in location-based marketing beyond geofencing; Why marketers need to embrace ad IDs and cut the cookie cord; Which metrics to monitor and get the most out of mobile measurement; Why creative is in crisis on mobile.
eMarketer Webinar: Programmatic Video—The Dramatic Rise of Connected TV, Apps...eMarketer
Programmatic isn’t just for banners anymore. Video is a fast-growing part of the programmatic ecosystem, and advertisers are purchasing programmatic video ads to run on devices from desktops to mobile phones to connected TVs. Topics in this webinar include: eMarketer’s latest forecast of programmatic ad spending; Why connected TV is a gateway to buying programmatic video on other platforms; How recent programmatic ad platform acquisitions by major media players including Facebook, Yahoo, AOL, Google and Comcast will play out for buyers and sellers; Inventory quality issues and other obstacles holding back programmatic video advertising.
eMarketer Webinar: Creating Ads on the Fly—New Opportunities in ProgrammaticeMarketer
This year, more than half of all US digital display ad dollars will go toward programmatic ads. With more ads than ever being bought in real time, marketers are realizing they need to change the way they develop their creative, from the beginning of the process to the end. Topics in this webinar include: Is programmatic good or bad for creativity? How are marketers and agencies changing the way they develop creative to meet the needs of a programmatic landscape? What are some best practices for rethinking the creative process?
eMarketer Webinar: Digital Media Scorecard—How Canadian Marketers Rate the Ef...eMarketer
Digital advertising accounts for more than one-third of total ad spending in Canada, but marketers aren’t necessarily satisfied with their digital ad choices. Topics in this webinar include: How do marketers rate search vs. display advertising? How does mobile stack up against traditional desktop/laptop? How does social stack up?
eMarketer Webinar: Marketing Technology—The Developments That Matter the Most...eMarketer
Marketing technology is now a key topic of conversation in the C-suite at brands and agencies worldwide. Though marketers continue to improve their grasp on the vast tech landscape as they build their stacks, there are still many questions they need to have answered. Topics in this webinar include: How marketers’ priorities for technology are aligning with their business goals; Whether the marketing technology landscape will continue to expand, or consolidate; How the vague task of “integration” is becoming clearer and easier to accomplish; How agencies are adapting to demands for greater tech and data aptitude from clients.
eMarketer Webinar: Wearables—10 Insights on Device Adoption and Business Oppo...eMarketer
Wearables aren’t part of most marketing plans today, but forward-looking estimates suggest they should be soon. Topics in this webinar include: Who wants wearable devices, and what will consumers do with them? Which types of wearables will take hold in the marketplace? What are the opportunities for marketers to reach consumers via such devices? How are companies integrating wearables into their business plans?
eMarketer Webinar: Key Trends in Mobile AdvertisingeMarketer
This year, US spending on search and display ads will be higher on mobile devices than on the desktop. More mobile internet users are spending more time than ever with their devices, and targeting and ad formats for the mobile channel are improving. Topics in this webinar include: How quickly spending on different ad formats is tipping toward mobile; Why marketers are getting more interested in advertising to people, rather than devices; Four common misconceptions about mobile advertising; How much advertisers will spend on mobile web vs. in-app ads
Maximizing mobile's impact in the marketing mix. ana webinar.24.10.2014Irene Ventayol
Measuring the impact of mobile in the marketing mix is an issue most marketers have struggled with.
The results from the Mobile Marketing Association's SMoX research study reveal how marketers can measure the impact of their mobile spend.
Initial results from the first study conducted with AT&T deliver real, actionable and practical insights for marketers on how to integrate mobile and make their other media work harder.
Mobile: Shaping the First-screen Customer ExperienceSwrve_Inc
It’s been said many times: mobile is eating the world. As a result the digital customer journey as we know it is not only outdated, perhaps it has become irrelevant. In an era where consumers check their smartphones 150 times a day, and where 87% of millennials admit that they have their smartphone at their side all the time, perhaps it’s time for marketers to rethink the customer journey and invest in a customer engagement model that is centered around the customers’ first screen, the mobile phone.
2009 11 Business Case For ‘Erp’ In GovernmentFreeBalance
Follows Government of Canada Treasury Board guidelines on building a business case for ERP in Government. Describes 4 types of benefits in the overview of "value for money". Describes the long term costs for ERP. Describes risk of failure and project management practices to improve success.
eMarketer Webinar: Key Digital Trends—15 Things to Know for 2015eMarketer
This webinar covers five key trends that every marketer needs to pay attention to in 2015, five emerging concepts that could get
big ... but might not, and five things you don't need to worry about in the coming year. Topics include: What shifts in consumer behavior and technology adoption will have the greatest impact on ad spending in 2015? How will context become a cornerstone of marketing strategy in an ever more connected world? What channels hold the most promise for marketers?
Created by the team at Twenty20.
Your customers are addicted to mobile and now, more time is now spent on mobile devices than on computers.
Consumers have made the shift from desktop to mobile but slow moving marketers haven't caught on. To win in mobile marketing it's essential to realize the power of mobile usage and craft campaigns for smartphone marketing. The recent KPCB Internet Trends 2015 report has some powerful data (included here) supporting the need for your attention to shift to marketing on mobile. The biggest key to success in mobile marketing is using engaging, authentic stock photos to connect with your mobile addicted customers.
Get the Mobile Commerce Playbook: www.psfk.com/report/mobile-commerce-playbook
The Mobile Commerce Playbook is intended to help businesses take a forward looking approach to leveraging mobile as a core part of their offerings to deliver personalization, relevancy and convenience to every consumer at key moments in this commerce journey. Created in partnership with Braintree, the report offers recommendations that are designed to inspire startups, brands and retailers as they look to create best-in-class mobile commerce experiences that sync with the reality of today’s consumer lifestyles.
- Featured within the 40+ page report, readers can find:
- 11 strategies to redefine mobile commerce
- Unique user experience paths built for brands, agencies, and startups to follow
- Perspectives from leading mobile commerce experts across the globe
If you are interested in seeing a presentation of this report or would like to understand how PSFK can help your team ideate new possibilities for your brand, contact us at sales@psfk.com
Ver. 1 | Published January 2015
All rights reserved. No parts of this publication may be reproduced without the written permission of PSFK Labs.
5 Key Takeaways For Brand Marketers - Mobile World Congress 2016 - Day 4Gemma Craven
This is the fourth and final in my series from MWC 2016 - five takeaways for brand marketers coming from all that was on show at Mobile World Congress in Barcelona.
Our lives have been indisputably influenced by mobile technology over the past 10 years and have created many fast-growing industries along with it. We use these devices everywhere at any point in time. Gaining critical mass doesn't mean though that we use these devices in a same way around the world. Albeit standardised to a large extent, user behaviour still significantly depends on who and where you are.
Discussed Usage Trends 2015 cover:
- Race for Engagement
- Seamless FinTech Solutions
- Uber: Uberization of Everything
- Smart Commerce
- Swiss Army Knife: Functional Integration of Extension Hardware
- Anyscreen Anywhere
This presentation was held at Global Mobile App Summit & Awards in Chennai, India. Feel free to comment and discuss this topic with me on twitter @ricowyder.
eMarketer Webinar: Six B2B Mobile Marketing Trends for 2016eMarketer
The use of mobile technology continues to grow more pervasive in business, creating new challenges and opportunities for B2B marketers. Topics in this webinar include: How is mobile’s role in the workplace evolving? How are B2B buyers and decision-makers using mobile to research purchases? What are the top ways B2B marketers will use mobile in 2016? To use mobile effectively, what challenges do B2B marketers have to overcome?
The speed with which the digital revolution rocked our worlds has been shocking. 76 percent of marketers surveyed by Adobe agreed that marketing has changed more in the last two years than in the past 50. As brand marketers, we were just figuring out social and e-commerce and then mobile hit and we had to start all over again.
We scrambled, letting the dizzying array of devices, jargon, and acronyms intimidate the hell out of us. We were on edge. With digital budgets nearly doubling each year in China, we felt like we were riding the tiger. We hit the panic button. We set up “digital divisions”, hired “digital people”, and charged our chief talent officers to write jargon-filled employment ads for outsider “digital pirates”. We hoped an influx of “digital people” would save us and our campaigns.
In 2014, however, the avalanche of digital change is beginning to abate a bit, making this the year to turn the corner on digital paranoia and begin to do really great work with a significant digital component. First, digital growth rates are coming back to earth. eMarketer forecasts digital growth rates in China will drop another 50% in 2014 and even drop into the single digits by 2017.
These rapidly dropping growth rates give brand marketers breathing room in 2014 to better align their budgets to match the shift of eyeballs to digital.
Second, smartphones and tablets are no longer “future” devices, but instead they have become a familiar and ordinary part of our everyday lives. Like our target demographics, we use smartphones and tablets on a daily basis, and better understand how to harness these platforms for effective brand communication.
Finally, as the digital dust settles, brand marketers are coming to realize that the core of advertising – great content delivered to audiences at scale – has not changed. The few so-called digital specialists we brought onboard are helping us to migrate great content and campaigns onto new platforms and measure results. We have learned, however, that great campaigns cannot be outsourced to “digital pirates”.
2014 is a year for brand marketers to realize the value of their work at the heart of advertising, and put themselves into the digital driver seat.
With the stage set to make 2014 the “catch up” year for digital in China, the aim of this “playbook” is to help brand marketers raise their digital IQs over the course of 2014 in sensible and measured ways. We have created a checklist of 8 “must-dos in digital for 2014” to be spaced out over the course of the year. The playbook can help brand marketers prioritize and become familiar with new tools and opportunities presented by digital, and to inspire and guide, rather than to overwhelm.
Mobile maturity-model - hoe je als bedrijf mobiel volwassen wordt - Remi van ...Remi van Beekum
Mobile Maturity - How to become mobile mature as a company. Traffic to desktop is declining and the use of tablets and smartphones is growing. But most companies are slow to adapt.
Conversion rates on smartphones are low. Partly because people do not trust paying on a phone is secure and partly because of poor usability.
And digital marketing campaigns are often steered to the wrong KPI's. Most people have started on a task on their phone to complete it on desktop. But hardly anybody has done it the other way around. So smartphones are an important touchpoint for orienting, but not for converting. Therefore last-click cookie-based marketing doesn't work on mobile.
Some tips on steering, measuring campaigns and improving landing pages en usability for mobile.
In Dutch.
eMarketer Webinar: Digital Media Scorecard—How Canadian Marketers Rate the Ef...eMarketer
Digital advertising accounts for more than one-third of total ad spending in Canada, but marketers aren’t necessarily satisfied with their digital ad choices. Topics in this webinar include: How do marketers rate search vs. display advertising? How does mobile stack up against traditional desktop/laptop? How does social stack up?
eMarketer Webinar: Marketing Technology—The Developments That Matter the Most...eMarketer
Marketing technology is now a key topic of conversation in the C-suite at brands and agencies worldwide. Though marketers continue to improve their grasp on the vast tech landscape as they build their stacks, there are still many questions they need to have answered. Topics in this webinar include: How marketers’ priorities for technology are aligning with their business goals; Whether the marketing technology landscape will continue to expand, or consolidate; How the vague task of “integration” is becoming clearer and easier to accomplish; How agencies are adapting to demands for greater tech and data aptitude from clients.
eMarketer Webinar: Wearables—10 Insights on Device Adoption and Business Oppo...eMarketer
Wearables aren’t part of most marketing plans today, but forward-looking estimates suggest they should be soon. Topics in this webinar include: Who wants wearable devices, and what will consumers do with them? Which types of wearables will take hold in the marketplace? What are the opportunities for marketers to reach consumers via such devices? How are companies integrating wearables into their business plans?
eMarketer Webinar: Key Trends in Mobile AdvertisingeMarketer
This year, US spending on search and display ads will be higher on mobile devices than on the desktop. More mobile internet users are spending more time than ever with their devices, and targeting and ad formats for the mobile channel are improving. Topics in this webinar include: How quickly spending on different ad formats is tipping toward mobile; Why marketers are getting more interested in advertising to people, rather than devices; Four common misconceptions about mobile advertising; How much advertisers will spend on mobile web vs. in-app ads
Maximizing mobile's impact in the marketing mix. ana webinar.24.10.2014Irene Ventayol
Measuring the impact of mobile in the marketing mix is an issue most marketers have struggled with.
The results from the Mobile Marketing Association's SMoX research study reveal how marketers can measure the impact of their mobile spend.
Initial results from the first study conducted with AT&T deliver real, actionable and practical insights for marketers on how to integrate mobile and make their other media work harder.
Mobile: Shaping the First-screen Customer ExperienceSwrve_Inc
It’s been said many times: mobile is eating the world. As a result the digital customer journey as we know it is not only outdated, perhaps it has become irrelevant. In an era where consumers check their smartphones 150 times a day, and where 87% of millennials admit that they have their smartphone at their side all the time, perhaps it’s time for marketers to rethink the customer journey and invest in a customer engagement model that is centered around the customers’ first screen, the mobile phone.
2009 11 Business Case For ‘Erp’ In GovernmentFreeBalance
Follows Government of Canada Treasury Board guidelines on building a business case for ERP in Government. Describes 4 types of benefits in the overview of "value for money". Describes the long term costs for ERP. Describes risk of failure and project management practices to improve success.
eMarketer Webinar: Key Digital Trends—15 Things to Know for 2015eMarketer
This webinar covers five key trends that every marketer needs to pay attention to in 2015, five emerging concepts that could get
big ... but might not, and five things you don't need to worry about in the coming year. Topics include: What shifts in consumer behavior and technology adoption will have the greatest impact on ad spending in 2015? How will context become a cornerstone of marketing strategy in an ever more connected world? What channels hold the most promise for marketers?
Created by the team at Twenty20.
Your customers are addicted to mobile and now, more time is now spent on mobile devices than on computers.
Consumers have made the shift from desktop to mobile but slow moving marketers haven't caught on. To win in mobile marketing it's essential to realize the power of mobile usage and craft campaigns for smartphone marketing. The recent KPCB Internet Trends 2015 report has some powerful data (included here) supporting the need for your attention to shift to marketing on mobile. The biggest key to success in mobile marketing is using engaging, authentic stock photos to connect with your mobile addicted customers.
Get the Mobile Commerce Playbook: www.psfk.com/report/mobile-commerce-playbook
The Mobile Commerce Playbook is intended to help businesses take a forward looking approach to leveraging mobile as a core part of their offerings to deliver personalization, relevancy and convenience to every consumer at key moments in this commerce journey. Created in partnership with Braintree, the report offers recommendations that are designed to inspire startups, brands and retailers as they look to create best-in-class mobile commerce experiences that sync with the reality of today’s consumer lifestyles.
- Featured within the 40+ page report, readers can find:
- 11 strategies to redefine mobile commerce
- Unique user experience paths built for brands, agencies, and startups to follow
- Perspectives from leading mobile commerce experts across the globe
If you are interested in seeing a presentation of this report or would like to understand how PSFK can help your team ideate new possibilities for your brand, contact us at sales@psfk.com
Ver. 1 | Published January 2015
All rights reserved. No parts of this publication may be reproduced without the written permission of PSFK Labs.
5 Key Takeaways For Brand Marketers - Mobile World Congress 2016 - Day 4Gemma Craven
This is the fourth and final in my series from MWC 2016 - five takeaways for brand marketers coming from all that was on show at Mobile World Congress in Barcelona.
Our lives have been indisputably influenced by mobile technology over the past 10 years and have created many fast-growing industries along with it. We use these devices everywhere at any point in time. Gaining critical mass doesn't mean though that we use these devices in a same way around the world. Albeit standardised to a large extent, user behaviour still significantly depends on who and where you are.
Discussed Usage Trends 2015 cover:
- Race for Engagement
- Seamless FinTech Solutions
- Uber: Uberization of Everything
- Smart Commerce
- Swiss Army Knife: Functional Integration of Extension Hardware
- Anyscreen Anywhere
This presentation was held at Global Mobile App Summit & Awards in Chennai, India. Feel free to comment and discuss this topic with me on twitter @ricowyder.
eMarketer Webinar: Six B2B Mobile Marketing Trends for 2016eMarketer
The use of mobile technology continues to grow more pervasive in business, creating new challenges and opportunities for B2B marketers. Topics in this webinar include: How is mobile’s role in the workplace evolving? How are B2B buyers and decision-makers using mobile to research purchases? What are the top ways B2B marketers will use mobile in 2016? To use mobile effectively, what challenges do B2B marketers have to overcome?
The speed with which the digital revolution rocked our worlds has been shocking. 76 percent of marketers surveyed by Adobe agreed that marketing has changed more in the last two years than in the past 50. As brand marketers, we were just figuring out social and e-commerce and then mobile hit and we had to start all over again.
We scrambled, letting the dizzying array of devices, jargon, and acronyms intimidate the hell out of us. We were on edge. With digital budgets nearly doubling each year in China, we felt like we were riding the tiger. We hit the panic button. We set up “digital divisions”, hired “digital people”, and charged our chief talent officers to write jargon-filled employment ads for outsider “digital pirates”. We hoped an influx of “digital people” would save us and our campaigns.
In 2014, however, the avalanche of digital change is beginning to abate a bit, making this the year to turn the corner on digital paranoia and begin to do really great work with a significant digital component. First, digital growth rates are coming back to earth. eMarketer forecasts digital growth rates in China will drop another 50% in 2014 and even drop into the single digits by 2017.
These rapidly dropping growth rates give brand marketers breathing room in 2014 to better align their budgets to match the shift of eyeballs to digital.
Second, smartphones and tablets are no longer “future” devices, but instead they have become a familiar and ordinary part of our everyday lives. Like our target demographics, we use smartphones and tablets on a daily basis, and better understand how to harness these platforms for effective brand communication.
Finally, as the digital dust settles, brand marketers are coming to realize that the core of advertising – great content delivered to audiences at scale – has not changed. The few so-called digital specialists we brought onboard are helping us to migrate great content and campaigns onto new platforms and measure results. We have learned, however, that great campaigns cannot be outsourced to “digital pirates”.
2014 is a year for brand marketers to realize the value of their work at the heart of advertising, and put themselves into the digital driver seat.
With the stage set to make 2014 the “catch up” year for digital in China, the aim of this “playbook” is to help brand marketers raise their digital IQs over the course of 2014 in sensible and measured ways. We have created a checklist of 8 “must-dos in digital for 2014” to be spaced out over the course of the year. The playbook can help brand marketers prioritize and become familiar with new tools and opportunities presented by digital, and to inspire and guide, rather than to overwhelm.
Mobile maturity-model - hoe je als bedrijf mobiel volwassen wordt - Remi van ...Remi van Beekum
Mobile Maturity - How to become mobile mature as a company. Traffic to desktop is declining and the use of tablets and smartphones is growing. But most companies are slow to adapt.
Conversion rates on smartphones are low. Partly because people do not trust paying on a phone is secure and partly because of poor usability.
And digital marketing campaigns are often steered to the wrong KPI's. Most people have started on a task on their phone to complete it on desktop. But hardly anybody has done it the other way around. So smartphones are an important touchpoint for orienting, but not for converting. Therefore last-click cookie-based marketing doesn't work on mobile.
Some tips on steering, measuring campaigns and improving landing pages en usability for mobile.
In Dutch.
The Mobile Health Maturity Index - mHealth Business Solutions Made simpl(er)Paul Merry
An overview of the MMI tool, a business intelligence device built from the ground up to assist in the launch of mHealth services. Analysis covers comparative indexed views of country feasibility and launch potential for mhealth services providing solid quantified advice on market entry strategies and overall potential.
Sascha Langfus, Maturity of the mobile Web in E-Commerce, M-Days
Blog by Messe Frankfurt for the Digital Business:
http://connected.messefrankfurt.com/en/
Enterprise mobility, strategy and execution approachRapidValue
Driver’s of Enterprise Mobility
Current Landscape
Mobile 1.0
Mobile 2.0
Mobile 3.0
Why do we need mobile strategy for enterprise
More penetration of smart devices
Rapid Deployment of BYOD
Need Real-Time information by CXO’s
Business Benefit Drivers of Enterprise Mobility
Approach to Enterprise Mobile Strategy
Identify Mobile Infrastructure & Security Requirements
Understand the Challenges in Enterprise Mobility
Identify Business Functions to Mobilize
Prioritize Requirements
Prioritize Applications
Calculate Return Of Investments (ROI)
Decide on the Application Framework & Technology
Technology Considerations
Execute and Deploy the Mobile App
Support and Maintain Mobile Applications
Mobilizing Enterprise Systems
Typical Components of Enterprise Mobile Systems
Enterprise backend system
Mobile Middleware
Mobile Application
Extending Oracle ERP to Mobile
Typical components of Oracle Mobile Suite
Oracle Apps ERP system
Oracle Fusion Middleware
Mobile Application
About Oracle ADF Mobile Application
Cross-Platform Development Framework
Benefits of Oracle ADF Mobile
Nearly every outlet of a marketing program converges on a mobile device. Think about it. From Facebook and Twitter to email and apps, many of your consumer/brand interactions happen via mobile. Mobile marketing strategy is likely on your list of things to improve this year or you wouldn't be reading this. But don't worry - we have answers and best practices to share for all your mobile quandaries.
A Complete Guide to Mobile Marketing for 2014 Second EditionAdRoll
Our compendium of the newest, brightest and most actionable ideas affecting the mobile ad space has been completely updated. It’s another 50 pages of essential reading for anyone who is serious about succeeding in mobile in 2014.
Will 2015 be the year of wearables? Will Apple Pay succeed? Why are enterprise apps getting more expensive and complex? What's happening with Big data? How should developers treat phablets?
Every year we analyse and summarise the key mobile trends for the following year and share with customers and partners. The main objective is to keep you up to date on what’s going on and give you insights into what these trends may mean for you. Last year our mobility predictions and UX/UI trend presentations were used in hundreds of workshops, lectures and jointly got more than 100,000 views on Slideshare.
The Top 10 Mobile Trends for 2015 are more exciting than ever as we are experiencing explosive growth in almost every area including mobile usage (apps and web), mobile commerce, payments, enterprise apps, Internet of Things, wearables, nearables (sensors) and invincibles, data driven mobile services (big data), mobility in healthcare, omni-channel retail and innovations in mobile application development.
Mobile Strategy for Non-Profits and AssociationsEnola Labs
Organizations recognizing this shift are aggressively transforming their business operations to reflect a more mobile centered approach. Associations are focusing on mature mobile plans with carefully orchestrated mobile strategies that align member needs, business goals and new industry opportunities.
Whether associations are looking to better identify, retain and serve members, organize member interactions, simplify event planning, increase revenues, or completely transform their business operations, mobile is the answer that provides the most engaging user experience and unquestionably best reflects the current technological shift.
Second Philippine Advertisers' Attitudes Towards Mobile Marketing 2014 Report Self-employed
Our study done in partnership with PANA to explore local marketers' attitudes to mobile marketing. Now on its second year, the study surveyed over 87 mid-to-senior marketers across industries such as FMCG, retail, pharmaceuticals, real estate, and utility and services. This is also a comparative study with the 2013 survey.
Why Your Business Needs a Mobile Websitee-point SA
Is it necessary for businesses to have a website for smartphones and tablets? Find out who are prosumers and what are their expectations. Check how to boost your business's reach and entice potential customers to contact it. Learn why a mobile website is important for a business.
Apps and Ads – The mobile app economy is a maturing ecosystem, and top brands, agencies, publishers and developers are combining the power of apps with new forms of advertising to create great campaigns that engage consumers in the mobile moment.
The Mobile Media Summit kicked off in 2015 with its third annual event in San Francisco. This year’s theme is “Apps and Ads” where top brands and agencies discuss how they are using apps in the marketing mix and focusing on making money in the hot mobile media landscape.
Our outlook for 2014 is optimistic. As marketers, it has never been a more exciting time. The following things to watch for range from very strategic to very tactical, but all are related in one big way. For marketers, none of them will matter, and none of them will work at all if not driven by a healthy, big idea.
Senior managers from hundreds of enterprises around the globe, in multiple industries, with a range of titles, were asked about their mobile strategies and current level of success. From this survey, only the top 14% were ranked as leaders. The complete IBM Institute for Business Value study will share with you the use of mobile by industry and highlight what the leaders have done to rise to the top.
The Winning Playbook for Experience PersonalizationRay Pun
Aligning strategy, people, processes, and technology to deliver great experiences. Personalized customer experiences can drive double-digit revenue growth for your business. However, poor personalization can hurt your bottom line, as consumers switch from companies that fail to meet expectations to those that do. In this playbook, we provide clear guidance to help you formulate a winning personalization strategy for your organization over three phases of maturity:
- Personalization should span all channels — because your customer is omnichannel and uses multiple touch points in his or her journey with your organization.
- The fragmentation of channels and customer data makes digital and offline personalization extremely challenging.
- A unified data layer helps consolidate “data signals” from across channels to form a complete, 360-degree view of the customer that enables personalized experiences.
- It is imperative to apply ethical standards to how data should be used and joined as you direct your organization toward deeper omnichannel personalization.
Enhance Healthcare Analytics with Consumer DataRay Pun
To succeed in the new value-based care landscape, healthcare providers must expand beyond traditional data sources for healthcare analytics. Leading providers are using consumer data, available at the individual and household level, to supplement clinical and claims data. By integrating consumer insights into models for understanding and predicting patient health, providers can improve the health of Americans and achieve these outcomes:
• Improve community health needs assessments
• Drive patient retention and engagement with personalized
wellness programs
• Reduce patient readmission rates
Connected and Self-Driving Vehicles Spark Industry ConvergenceRay Pun
We live in a connected world where industries and organizations are partnering to serve the consumer. Organizations are responding to major trends including the Internet of Things, urban mobility and the automotive revolution that will lead to:
• More than 190 million connected vehicles by 2021.
• Massive growth in big data.
• Ready or not, self-driving vehicles are coming.
As part of a J.D. Power and Acxiom research study, consumers were asked to share their opinions about self-driving and connected vehicles.
Reach over 2.5 Billion of the World's Marketable ConsumersRay Pun
- Key trends driving demand for global marketing, including globalization, digital innovation and rapid adoption of mobile devices
- Key challenges of marketing on a global basis, including availability and granularity of data, varying legal requirements and cultural acceptance of data-driven marketing, a lack of identity resolution technology and fragmented data activation
- Global data use cases for the travel and hospitality, retail, financial services, technology and automotive industries
- Success stories of brands across a range of industries executing global marketing
- Expert insights from industry leaders
- How to select the right partner to navigate the global data and privacy landscape
Getting Your Boss Excited about Mobile MarketingRay Pun
In this presentation, I shared advice about conversation starters to get VP and exec level decision-makers excited about mobile marketing. This was part of the Mobile Innovations tour for digital marketing audiences in Auckland, (New Zealand), Melbourne (Australia), and Sydney (Australia).
iBeacons: Reality or Still a Work in Progress?Ray Pun
Presentation at Mobile Week 2015 in NYC. Examples of location-based experiences, beacon case studies, barriers to consumer adoption, location data & privacy, Adobe Marketing Cloud and location analytics.
Now in its fifth year, the Adobe Mobile Consumer Survey aims to not only give digital marketers insight into
how consumers are using their smartphones and tablet devices, but also provide guidance in how to identify
the most valuable customer segments. In conjunction with the Adobe Digital Index (ADI), which publishes
research on the latest digital marketing trends and insights across channels and industries, results from the
Adobe 2014 Mobile Consumer Survey helps digital marketers identify which target segments are spending the
most time on apps versus websites, as well as hone in on mobile habits within those segments that are
spending the most money.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
2. September 2015 | Mobile is the Strategy. 2
TABLE OF CONTENTS
Times have changed.
Welcome to the jungle.
Strategy is the fuel.
Managing perfection.
Easy acquisition.
Applied analytics.
Engagement party.
3
4
5
9
14
15
16
3. TIMEShave changed.
September 2015 | Mobile is the Strategy. 3
Five years ago, who would have thought we’d
track our health with a watch, or that our phones
could manage our home security? Who would
have guessed that mobile devices could give us
shopping advice or open the door for a whole
new wave of media consumption? And who could
have predicted that an entire generation will never
own a docked computer or subscribe to a cable
company? Five years go the mobile revolution was
in its adolescence. Today, it’s in the midst of a serious
growth spurt, and there’s no telling when it will stop.
That growth has some serious implications for you
and your business. Five years ago you could say, “we
need a mobile strategy.” Today, mobile is the strategy.
Take a look at Uber. Even though the kind of service
they offer—getting people from one place to
another—is probably one of the oldest in the world,
they’ve completely turned it on it’s head by beginning
and ending the whole process—and filling in
generous parts of the middle—on mobile. Or Panera
Bread. When they decided to offer mobile ordering,
they restructured their entire process—including how
they run their kitchens—in order to keep their hungry
customers happy.
These kinds of stories are becoming more and more
common. If you’re not seeing mobile as your strategy,
maybe it’s time to start. The bar is higher than ever,
and it’s time to step up your mobile game.
To help you get there, we conducted a survey to
discover how business are using mobile today. In
June, we reached out to 239 marketing decision
makers and asked them to describe where they
are with mobile and how they got there. We then
compared these results to last year’s to see where
things have changed.
The results show that in some areas, the shift toward
mobile is stable. For example, even though we
surveyed more than twice the number of marketers
as last year, some key numbers stayed more or less
the same:
Nearly half of marketing
decisions makers still believe
that marketing “owns” the
mobile strategy.
Nearly half are using GPS
location data to improve their
personalization efforts.
Nearly half are using push
notifications.
This year, however, we decided to mix things up a
bit. Mobile has never been solely the arena of the
marketer, so this year, we sent the survey to 55 IT
decision makers in order to get their perspective.
True mobile strategies rely on both IT and marketing
teams, so we wanted to see how well IT aligned with
their marketing counterparts. In many ways they did.
In other challenging ways, they didn’t.
For example, what does IT have to say about who
owns mobile? How do IT decision makers view the
creation and management of apps? These questions
are answered in the research.
In addition, we asked respondents to call out which
industries they’re in, which brought additional insight.
Clearly not all organizations are doing mobile the
same way. The goal of this report is to give you an
opportunity to compare your own efforts against these
benchmarks and best practices—and in doing so, build
the type of mobile maturity you need to not just deliver
mobile experiences, but to deliverer great mobile
experiences that drive your brand into the future.
4. September 2015 | Mobile is the Strategy.
Specifically, the businesses that are getting it right are investing in mobile-specific
teams, technologies, and processes that allow them to do the following:
Manage: Manage, update, and publish a mobile app or
mobile website across smartphone and tablet platforms.
Acquire: Use paid, owned, and earned media to drive user
acquisition for app downloads and mobile web visitors.
Analyze: Understand how consumers are using the
experience and what makes them convert or come back.
Engage: Drive engagement and re-engagement to
optimize conversions (subscriptions, commerce, ad
revenue, etc.) and improve customer loyalty.
We refer to this as the mobile maturity lifecycle, a continuous workflow of behaviors
and investments. These can be huge investments and new behaviors, so it’s
important that you make them in ways that support your needs. But where and
how do you make those investments?
To help answer these questions, we can look in detail at what others are doing.
Let’s get started.
Of course, you have to do mobile in a way that makes sense for your
business. What works for Uber or Panera Bread may not specifically work for you.
Your challenge is to see your business through that mobile lens, and then make
decisions accordingly. But let’s face it. It’s not easy.
Some of our customers are just dabbling or have tried to create a strategy for
mobile like it’s just another channel. Or they try to cram a desktop experience into
a tiny screen. These businesses struggle to really make it work. They don’t have a
mobile strategy that provides the kinds of personalized experiences that today’s
audience demands.
On the other hand, some of our customers understand. It’s time to go all in.
Businesses like the NFL, Starwood Hotels, and Coca-Cola are driving deep changes
to their business models in order to keep up with hyper innovation in the market
and the quickly evolving nature of customer behavior. Does that mean they get
everything right? Probably not, but that’s part of the point. They have established
a mobile infrastructure that allows them to try new things, to adapt and to stay on
the cutting edge.
If at this point, you’re asking yourself, “but how exactly do I do all that?” consider
this. In our experience, the businesses that are seeing real success have one thing
in common: they have maturity in their mobile processes.
This mobile jungle is too big for anyone to tame completely, but as we’ve talked to
our customers, we’ve noticed some common behaviors and philosophies that the
leaders use to create, manage, and deliver these digital experiences.
4
Welcome to THE JUNGLE.
5. While the mobile marketing lifecycle is crucial to mobile maturity, it simply
cannot thrive in a business that isn’t ready for it. Simply put, companies that are
successful with mobile are the companies that invest in mobile. They are the ones
that spend time thinking about it and the ones that understand how important it is
to the overall business.
You can think of these things as the fuel that drives the mobile lifecycle. In order
to be effective, that lifecycle needs to keep churning. You need to keep making
updates and managing existing mobile experiences and you need to keep acquiring
new customers. You need to keep getting new information on how your customers
are using your app or mobile website, and then use that information to improve
the experience and to personalize your offering. It’s an engine that, if taken care of
properly, cycles over and over again—driving you on to success.
But you need that fuel. You need the money and the infrastructure. Our research
shows how businesses are approaching these topics.
Mobile ownership.
In this year’s report, our perspective was enhanced by the responses of IT managers.
Even though relatively few of the respondents (55) fell into this category, they cast
an interesting light on the subject of mobile maturity.
You’ll see this throughout the report, but perhaps the most telling difference in
perspective comes from the question of who owns mobile.
From last year’s study, things haven’t changed much in terms of how marketers view
mobile ownership. Forty-seven percent claim that marketing owns the mobile app
strategy (it was 50 percent in 2014). However, there has been a noticeable change in
how other functions are viewed in terms of mobile ownership.
Advertising, for example, was claimed by 25 percent of respondents to own the
mobile strategy in 2014, but only 17 percent did so in 2015. On the other hand,
e-commerce jumped from 10 to 19 percent.
But these relatively predictable results pale somewhat when we introduce the IT crowd.
According to our survey, fully 89 percent of IT respondents claim that IT owns mobile.
This is a significant difference that sets the stage for many of the results we’ll see
below. How can you be successful with mobile when no one knows for sure (or
agrees on) who’s driving the strategy?
While much of the infrastructure is in place to deliver incredible mobile moments,
some of the organizational and procedural elements may still be missing. Taking
advantage of the mobile marketing lifecycle and achieving real mobile maturity can
ultimately only come when everyone in the business is on the same page.
September 2015 | Mobile is the Strategy. 55
STRATEGYis the fuel.
6. While marketers and IT directors differ in their opinion on who owns the mobile app
strategy, they agree that apps are still crucial to their overall marketing strategy.
Eighty percent of marketers indicated that mobile apps were either very or extremely
important. (87 percent said the same about their mobile websites). Eighty-five
percent of IT respondents said the same.
6
The importance of mobile apps.
Interestingly, however, despite their agreement on the importance of mobile apps, IT
decision makers are more comfortable claiming that their companies have been in
the game for a while. Seventy-seven percent of IT respondents claim to have had
a well-defined strategy for more than two years (20 percent said their strategy had
been in place for more than 5 years). Marketers, however, were more conservative.
Only 57 percent claimed to have had a strategy for more than two years.
6September 2015 | Mobile is the Strategy.
Mobile apps seem particularly (and perhaps not surprisingly)
important to the media and entertainment industry. Eighty-eight
percent of marketing respondents in media and entertainment—
nearly 10 percent more than the group of marketing respondents
as a whole—said apps were extremely or very important to their
marketing strategy. At the same time, 78 percent said their budget
for apps had increased in 2015 (that’s 18 percent more than the
total number of marketing respondents, see page 11). In contrast,
we found that the retail industry is least likely to say apps are
extremely or very important to their marketing strategy.
Certainly, these results could suggest that IT has a better grasp on the overall strategy.
On the other hand, they could mean that marketers have a more holistic sense of
what goes into a mobile strategy and are more reticent to claim it as “well-formed.”
Whatever the case, it’s important that both IT and marketing teams come to an
understanding and agreement on such issues. Having both teams on the same page
will allow for a more efficient and productive strategy.
7. Mobile investment.
September 2015 | Mobile is the Strategy. 7
A commitment to mobile is ultimately shown by the amount of money a
company invests in it. In this, marketing and IT seem to agree. Though again, the IT
respondents are generally more aggressive in their estimates.
This is apparent in the response to a question about budget change. A majority of
both marketing and IT decision makers said they had increased their budget for
both mobile app and mobile web management, but the group of IT responders was
nearly 10 percent larger.
Similarly, when asked about their annual investment in app development, 20 percent
of marketers claimed their companies spent less than $500,000. With the IT decision
makers, however, only 10 percent fell into this lowest spend category. This difference
is reflected in the mean dollar amount of the two groups. The responses of the IT
developers resulted in a mean investment in app development of $6.1 million. The
mean on the marketing side came in at $4.7 million.
The travel and hospitality industry seems to be lagging behind
other groups when it comes to annual investment. The mean
investment from this industry was $2.3 million for apps and $2.6
for mobile web. At the same time, B2B high tech is surging ahead,
reporting mean investments of $6 million and $6.6 million for apps
and mobile web respectively.
Still, when asked the same question about their mobile web development, the
mean dollar amount of the two groups was almost identical. And when asked
what percentage of their total technology spend went to creating, measuring, and
optimizing both mobile apps and mobile websites, both marketing and IT decision
makers agreed that in both cases, it was around a third.
Clearly, both marketing and IT decisions makers believe investing in mobile is
important, but it’s possible that the IT crowd may have a better handle on the actual
costs involved, especially in the app lifecycle.
8. September 2015 | Mobile is the Strategy.
A high percentage of both groups claim to have a central
leadership team dedicated to mobile (often referred to
as mobile “center of excellence”). Interestingly, the IT
groups once again seem more willing to suggest that
their company has such a group. Only 5 percent of IT
decision makers stated their company did not have a
mobile center of excellence. On the other hand, twice as
many marketers (10 percent) said the same thing, while
3 percent said they weren’t sure.
8
Investing in the management, measurement, and
optimization of mobile experiences is important, but
equally important is investing in the people who
make those mobile experiences a reality. Our research
suggests that companies today are investing in people,
and that they’re empowering them with the tools they
need to succeed.
Seventy-eight percent of marketers and 89 percent of
IT decision makers said they have teams dedicated to
creating and publishing mobile apps. At the same time,
more than two-thirds of both groups indicated that
their companies had plans to increase the number of
employees on those teams.
Mobile teams.
Of course, having mobile teams is one thing, but having
successful mobile teams is another. Establishing clear
goals and metrics by which these teams are measured
is critical to success, so we asked if teams were being
measures by clear key performance indicators (KPIs)?
Overwhelmingly, the answer is yes. But again, we
see that respondents on the IT side are a little more
confident. All IT decision makers who responded to our
survey claimed that at least some of their mobile teams
had mobile-specific KPIs. An overwhelming majority (92
percent) of marketers said the same. The rest claimed
their teams were not measured by mobile KPIs or that
they didn’t know.
For IT teams, their relationship to mobile apps is fairly
straight forward. So it’s not surprising they would
be more comfortable claiming centralized mobile
leadership and clear goals. Still, it’s encouraging to see
so many marketers making the same claims.
9. From the drawing board to deployment, from update to update, the first phase of the mobile lifecycle
should be holistic and thoughtful. The days of simply creating an app and releasing it into the wild are long
gone, at least if you’re interested in mobile maturity.
The manage phase of the mobile marketing lifecycle is all about perfection. You create an experience that
delivers consistently across all devices from the start, but then you update it constantly using information you
gain later on in the cycle. These updates should happen whenever you need them, and they should be easy
to execute.
Of course, apps and mobile websites have been around for a long time, but the businesses that show real
mobile maturity approach the development and management of their mobile experiences differently. Our
research throws more light on this idea.
Mobile apps.
Apps are obviously an important part of the mobile landscape and our research shows that the number and
purpose of apps being published is diverse. Almost none of our respondents said they didn’t have any apps.
When asked how many apps each company had available for download, the mean responses were 18.6 for
marketers and 22.7 for IT decision makers. Overall, these apps were designed both for smartphones and
tablets (though in general, more respondents—9 percent of both marketing and IT decision makers—said
they didn’t have any apps designed specifically for tablets).
Overall, media and entertainment
and B2B high tech respondents said
their business had more apps than the
average respondent, though media
and entertainment survey takers were
less likely to have any tablet apps. At
the same time, travel and hospitality
respondents had fewer apps across
the board.
9September 2015 | Mobile is the Strategy.
MANAGINGperfection.
10. September 2015 | Mobile is the Strategy.
When it comes to how these apps are created, a
majority of respondents say they still use agencies for at
least some of their app development. (Around a third of
all respondents say agencies build all of their apps.)
Mobile app development.
When asked, however, whether businesses are building
their own native or hybrid apps, another disparity
between how marketing decision makers and IT
decision makers see the world crops up.
Fifty-four percent of marketers answered each question
about native or hybrid apps affirmatively. IT respondents,
however, told a different story. Eighty-four percent
claimed their businesses were building native apps and
73 percent said they were building hybrid ones. Perhaps
this is another difference in perspective, where IT has
greater visibility into what’s being built. But either way,
the difference introduces another opportunity for greater
communication between the two groups.
10
In all but a few cases, marketing and IT decision makers agreed on the purpose of these apps. Both said
customer loyalty was the primary use case for their apps (56 percent and 62 percent respectively), followed
closely by brand awareness (55 percent and 56 percent).
Marketing decision makers were more likely to claim sales enablement as the primary use case of an app
(50 percent vs. 38 percent), but their IT counterparts were more likely to claim employee productivity (26
percent vs. 47 percent). This is likely due to differing perspectives on apps that are available and how they
are being used.
11. 11September 2015 | Mobile is the Strategy.
In general, the IT respondents seem more likely to include a technology, perhaps again because of their more
technical understanding of what’s involved. But this understanding gives them greater insight into the problems
faced by companies as they develop apps. The problems of managing apps (71 percent) for multiple platforms
(64 percent) and multiple devices topped the list of pain points, though 53 percent complained about updating
apps as well.
Still, both generally agree on the kinds of tactics that
are going into their apps, though there are some subtle
differences in their responses. For marketers, the top
three tactics used in the development and management
of their apps are content management (58%), messaging
(55%, though this is down 11% from 2014), and analytics
(51%). For IT decision makers, the top answers are
content management (67%) and analytics (65%).
Messaging and optimization tie for third place, with 58%
of IT decision makers selecting both.
12. Speaking of updates, for the most part, marketing and IT
decision makers seem to be on the same page.
More than a third of respondents claim their businesses
update their apps at least every three months, if not more.
And two-thirds update at least twice a year. Whether or
not this is frequent enough to meet the demands of their
customers remains to be seen (in fact the numbers are
slightly lower than 2014), but the time it takes to publish
updates is certainly a factor.
Only 10 percent of marketers (9 percent of IT
respondents) said their businesses could publish app
updates in less than a week. The majority fell into a range
between a week and three months.
Overall, everyone agrees that developers are the ones
with the primary responsibility to update apps (not
surprisingly, 58 percent of IT decision makers said this,
versus 42 percent of marketers). Twenty-nine percent of
marketers said it was marketing’s responsibility. Only 9
percent of IT respondents agreed.
12
Mobile updates.
12September 2015 | Mobile is the Strategy.
13. In spite of this nod to a reliance on development teams
for updates, the majority of respondents (74 percent of
marketers and 78 percent of IT decision makers) said
that teams needed to make updates independently
of development or IT. According to 58 percent of IT
responders, this is already happening (as opposed
to 38 percent of marketers)—likely through content
management systems or similar technology—which
suggests again a difference in perspective on how mobile
is being handled throughout the company.
Respondents from the retail and travel
and hospitality industries were more
likely to claim changes were already
being made to their apps without IT’s
help. Financial services respondents
said this was happening less often in
their industry, though they wished it
would happen more.
13September 2015 | Mobile is the Strategy.
14. Once you have an app or a mobile website, it
doesn’t do you much good if nobody visits it.
Obviously, your job is to get people to come and
participate in the experience you’ve so carefully crafted
for them. This doesn’t have to be expensive.
You want to start with the channels you already have.
Send emails and make your mobile experiences
available on your website. Then, you can start branching
into other avenues, such as paid media. But as you do
so, make sure you look at each of these channels and
gauge their effectiveness. Which are bringing in the most
customers? Which are bringing in the best customers?
Effective acquisition is crucial to your mobile maturity,
and the most successful businesses do it with grace and
ease. Let’s see who is using which acquisition method
and how.
Customer acquisition.
In acquiring new users to their apps, marketers prefer paid
media. In fact, 78 percent of respondents use paid media,
compared to 62 percent who use owned media and 50
percent who use earned media.
This is slightly different than how marketers are driving
acquisition to their mobile websites. While the owned
and earned media percentages are essentially the same,
54 percent of respondents claim to be using paid media
to drive traffic to their websites. Perhaps ad fatigue and
other similar causes are contributing to this difference.
In both cases, the same paid media tactics are being used:
social, search, display and video, though again we see a
predictable difference. More marketers are using search as
a path toward their mobile websites (74 percent) than as a
means to acquire app users (66 percent).
Financial services respondents were
more likely to claim they use earned
media on apps, but less likely to use
it on their mobile websites. Retail
respondents were the opposite.
September 2015 | Mobile is the Strategy. 14
Easy ACQUISITION.
15. Understanding how your mobile experiences are performing is crucial to the life and health of
your mobile strategy. Analytics for mobile are different than for desktop because they have to be able to
measure the immediacy that’s inherent in mobile.
You need to gather a wide variety of data to understand how well your app or mobile website is performing.
You need to see who’s using the app and how, which features they like and which they love. You need to
know what brings them back and what pushes them away. You can learn these things by looking at simple
metrics like launches and session length. Or you can dig into more complicated but meaningful metrics like
lifetime value or a customer’s experience across all digital platforms.
Analytics is a core discipline for any business seeking mobile maturity, so it’s not surprising that the research
suggests that many businesses are using analysis of their mobile experiences effectively.
Mobile measurement.
Measurement is such a crucial part of any mobile strategy and our research suggests that most businesses are
using it.
Marketers (78 percent) and IT decision makers (85 percent) agree that their companies are measuring
customer engagement over time. In fact, 71 percent of marketers and 79 percent of IT respondents say their
companies measure customer engagement at least weekly.
With other measurements, IT respondents are predictably more generous than their marketing
counterparts. For example, 78 percent of IT decision makers claim they calculate lifetime values, while only
64 percent of marketers say the same. Similarly, 84 percent of IT decision makers measure the effect of
mobile on other channels. Only 67 percent of marketers agree. Again, it’s possible that marketers have more
rigorous criteria when it comes to how they define these metrics.
September 2015 | Mobile is the Strategy. 15
Applied ANALYTICS.
16. Modern apps provide incredible opportunities to interact with your
customers, but how are businesses actually doing it? What tactics do successful
businesses with mature mobile marketing strategies use to engage their customers?
The engage part of the mobile marketing lifecycle covers everything from
effective onboarding to good testing and optimization, which leads to powerful
personalization. Using these tactics can lead to great engagement with your
customers, but it’s important to know which tactics work. Push notifications, re-
engagement and other efforts sound good on paper, but it’s helpful to know if
companies really using them.
Customer engagement.
Marketers are using similar engagement tactics as 2014, with around half of all
respondents using push notifications and re-launch campaigns through owned and
paid media. IT respondents, however, were much more likely than marketers to say
they used push messaging (69 percent compared to 55 percent).
Companies are improving in their use of A/B testing, however, to optimize conversion
funnels. In 2014, 56 percent of those who took the survey said they used A/B testing.
This year, 66 percent of marketers and a whopping 78 percent of IT respondents said
they did.
Mobile location.
Technically, location is a feature that spans the whole mobile marketing lifecycle, but
it’s such a crucial part of engagement, we’ll look at what the research says about it here.
Like in 2014, nearly half of our respondents say their businesses are using GPS location
data to personalize mobile experiences. About a quarter are using beacon technology
to do the same (up a bit from last year).
Again, however, we see a difference in the way IT decision makers report things and
the way marketers do. Nearly 10 percent more IT decision makers say they use GPS
location data. At the same time, while about the same percentage of both groups
say they use beacons, significantly more IT decision makers say they’re planning on
implementing beacons in the next year (45 percent of IT decision makers versus 34
percent of marketers).
This research suggests that the media and entertainment
industry is even more aggressive with its optimization
efforts than other industries. Seventy-eight percent of
media and entertainment respondents say they use A/B
testing to optimize their conversion funnels.
September 2015 | Mobile is the Strategy. 16
ENGAGEMENTPARTY.
17. 17
Mobile is changing.
You can too.
In five years, where will we be? It’s impossible to guess,
but mobile will definitely be a part of it. Today, virtually
everyone your messaging reaches has and uses a
mobile device. The cultural shift has already happened.
The question is, are you a part of it?
In this report, we’ve shown trends and behaviors
demonstrated by marketing and IT decision makers
who’ve self-identified as mobile marketers. By
comparing your mobile behaviors with those in this
report, you can gauge your own readiness to dominate
this crucial space.
Mobile maturity requires a comprehensive approach. In
order to embrace mobile as your marketing strategy, you
need to start with your organization, and then dive into
the tactics. The mobile experiences that are successful
are the ones that come from the fertile soil of a strategy
that can guide you every step of the way.
Businesses that excel in mobile have a plan to constantly
manage and improve their apps and mobile websites.
They actively drive traffic to those mobile channels and
analyze that traffic to understand what’s working and
what’s not. Then they take steps to improve what they
can and trim away what they can’t.
The results published in this report show that, while
there is much work to be done, businesses are actively
engaging in improving their mobile maturity. If it’s not
happening in your business, it can. Use this research as
a springboard to launch discussions in your organization
about how you can improve.
Not every business that responded to our survey has
achieved mobile maturity, but many of them are on their
way. You can too.
17September 2015 | Mobile is the Strategy.