Velti Mobile Whitebook 2013.pdf - IAB UK

Mobile Whitebook 2013
Key tips to get ahead of the curve
• Most marketers are behind the curve when it comes to mobile. By investing now, you will be reaping the rewards in the
coming months and years as customers place even more importance on a quality mobile experience. Early adopters
will gain critical mobile market share.
• Adopt an agile approach to mobile development and improvement. This will allow you to move quickly with rapid
changes in the market.
• Consider the whole customer journey when justifying the mobile business case – looking from a last-click perspective
will most likely undervalue the channel massively. Investigate analytics tools which will enable you to form a more
accurate picture of how journeys across devices are part of the customer journey.
• Don’t expect your web and e-Commerce platform to work on mobile and tablet devices.
What do you know about the impact of
mobile?
13%
25%
17%
25%
12%
31%
13%
33%
15%
35%
14%
37%
22%
42%
Don’t
know
No
Yes
Although our data indicates there is a clear acknowledgement
that brands on the whole need to do a lot more on the mobile
channel, current investments tell a different story. Only 33.3%
of respondents indicated that over 15% of their marketing
budget was invested in the mobile channel.
Key tips to get ahead of the curve
62%
58%
57%
54%
49%
49%
• Perform mobile user experience testing to
understand how customers use your site and
e-Commerce services on mobile.
Respondents: 176
36%
• Ensure key tasks such as mobile checkout, locating
a phone number and store search can be completed
with ease on mobile by testing them across multiple
devices.
• Make sure that your mobile experience at least
matches that offered by your competitors. Remember
it only takes one click for a user to leave your site.
Do you know what tasks your customers
perform on their mobile devices?
Does mobile help you engage customer networks
and spread the word about your brand?
Do you view mobile as the
shop in your pocket?
Are you acquiring new
customers via mobile?
Does your mobile strategy allow you to do
at least the same as your competitors?
Is mobile delivering extra revenue
as a service and sales channel?
Are you providing a true value
exchange for your customers?
• Mobile KPIs and ROI estimates need to be predicated
upon mobile specific activities, not with generic
digital marketing milestones. Understand how these
contribute to the broader marketing picture.
• Start building a mobile opt in database for
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