Webinar: Econsultancy 2013 Mobile Sophistication and Strategy Report
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Transcript of Webinar: Econsultancy 2013 Mobile Sophistication and Strategy Report
#KTWebinarIn association with Econsultancy
infectiously brilliant.
Mobile Customer IntelligenceEconsultancy’s Market Review
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Speakers
Dan KimballCMOKontagent
Stefan TornquistVP, Research (U.S.)Econsultancy
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Why was the study
commissioned?
Market hypothesis
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Study inception and Methodology
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Long-Term Mobile Strategy
None of these apply
We have a well defined
mobile strategy
Our current mobile tactics and activities all tie back to
our mobile strategy
We track and report on
specific KPIs for our mobile apps and/or
sites
Our mobile strategy ex-
tends beyond 2013
Senior man-agement,
marketing and technology
work together to define mo-bile strategy
0% 20% 40% 60% 80%
21%
25%
25%
28%
45%
45%
0%
64%
71%
64%
70%
71%
Mobile first Mobile mainstream
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Measuring Cross-Channel Impact
Doesn't apply to us
No plans to measure
cross-chan-nel influence
w/mobile app(s)
We plan to measure
cross-chan-nel influence
w/mobile app(s)
Measuring influence in
one direction (mobile
app(s) on other chan-
nels)
Measuring influence in both direc-
tions (mobile app(s) to and from
other chan-nels)
0% 20% 40% 60%
22%
10%
38%
8%
22%
27%
4%
25%
5%
39%
Mobile first Mobile mainstream
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Good Customer Experiences
Awful 2 3 4 Average 6 7 8 9 State of the Art
0%
15%
30%
45%
60%
3%
1%
4%5%
44%
11%13%
11%
2%
6%
2%
0%
4% 4%
26%
8%
20%18%
8%9%
2%1%
3%4%
27%
7%
13%
24%
10%11%
Mobile website Smartphone app Tablet app
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Bad Customer Experiences
Awful 2 3 4 Average 6 7 8 9 State of the Art
0%
15%
30%
45%
60%
3%
1%
4%5%
44%
11%13%
11%
2%
6%
2%
0%
4% 4%
26%
8%
20%18%
8%9%
2%1%
3%4%
27%
7%
13%
24%
10%11%
Mobile website Smartphone app Tablet app
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One Design, Many Screens?
Experiences are completely different
Experiences are quite different
Experiences have some differences
Almost the same expe-riences
Exactly the same expe-rience
0%
15%
30%
45%
33%30%
20%
14%
3%
15%
27%
42%
14%
3%
Mobile first Mobile mainstream
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Limited Updates
Always Frequently About half the time Sometimes Never0%
10%
20%
30%
40%
50%
23%
45%
19%
11%
3%
10%
30%
22%
29%
9%
Mobile first Mobile mainstream
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Agency Opinions
Most marketing organizations have a strategy around their
mobile programs
Companies have generally invested in measurement and analysis for their mobile apps
Companies have generally invested in measurement and analysis for their mobile sites
Most organizations grasp the impact of their customers'
transition to mobile devices
0%
20%
40%
60%
80%
100%
19% 22%28% 25%
54%
63% 54% 60%
27%
15% 19% 15%
Neutral
Disagree
Agree
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Spending
Significantly increase spending
Increase spending somewhat
Keep spending the same Reduce spending somewhat
Significantly reduce spending
0%
10%
20%
30%
40%
50%
28%
42%
25%
5%
0%
20%
44%
29%
4% 4%
Mobile first Mobile mainstream
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Keys to Success: Mobile Readiness and Data Savviness
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Mobile Mainstream
Mobile Readiness
Dat
a S
avvi
nes
s
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By Industry
Gaming Financial Services Retail Travel
Mobile Readiness
Data
Savvin
ess
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Kontagent Mobile Customer Intelligence
Platform, People & Process: A Formula for Success
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Questions?
@Kontagent