Answer us this: who holds the mobile position in your company? Does your team have a sufficient sense of urgency around the topic? How do you ensure mobile is a consideration for all of your teams?
If you don’t already have one, assign a mobile champion. How you’ll set this champion up in the company will vary depending on the state of your mobile strategy. For companies where mobile signifies a small, but fast developing segment, a core team is likely the most ideal structure to drive growth opportunities.
To kick your mobile strategies into gear, examine each of the questions listed below to determine your company’s initial approach.
Metrics, budgets, incentives
Is mobile a key metric in your management dashboard?
How often do you review your mobile statistics, and who reviews them?
Who knows what percentage of web traffic and search queries come from mobile?
Which decisions would change if key business owners were given timely mobile data?
Do you assign mobile-specific budgets?
How are you handling KPIs and compensation for mobile-to-store sales?
Shopper, market, and competitor insights
Who’s developing shopper insights through focus groups and surveys?
Who’s watching people’s actions on your mobile site and mobile’s inclusion in product launches and campaigns?
What devices do your employees use? What does this mean for how they experience your mobile site?
Who’s monitoring your competition’s investment in mobile?
Capabilities
Which agencies are you relying on to help you make mobile decisions? Does your agency have mobile expertise?
How does the connected shopper impact training for your store employees?
Does your IT department have mobile expertise?
Where do you recruit mobile and digital marketers?
Should mobility impact your real estate and locations strategy? [1]
For more on eCommerce Solutions, contact us or see: The Impact of Mobile On Your Digital Objectives
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Graphics: Tsveta Petrova