A Mobile Initiative Must Be a Good Fit for the Organization
Putting Mobile to Work"Simply having a mobile app or offering one isn't good enough," Borg explains. "Unless an app can increase end-user intimacy, transaction rates and the overall business value there's really no point." Borg believes that organizations must pay close attention to digital marketing tools, electronic coupons, proximity-based promotions, digital wallets, loyalty data and more. Although all the technology pieces haven't yet come together to create a seamless solution, it's only a matter of time. "The mobile environment is moving extraordinarily fast," Borg said. "Mobile-enabled commerce is without a doubt one of the biggest, unrealized opportunities before us." Nichols adds that it's important to put analytics and big data to use-while recognizing that "different groups and subcultures are reachable via mobile devices and mobile platforms." It's also possible to target customers and interact with them using GPS data, social media feeds and other tools. "We have entered a new era, and companies must understand that the customer now drives the technology that's used, how it's used and how the overall communication process will take place," Nichols said.
Above all else, a mobile initiative must be a good fit for the organization and its customers, but this could be difficult to achieve, given today's tight budgets, limited development capabilities and constant change. In many cases, a business must decide what provides the biggest boost to the customer's actual experience.