July 02, 2012 | Eric Feinberg

Directing Increased Investment in Mobile

A June 19th article from Mobile Marketer (a great resource; you should check it out if you don’t already follow it) says that businesses will be doubling their investments in mobile over the next 12-18 months. From the same article:

“The numbers also point to the fact that more brands are now working on mobile Web sites than native apps. Among both U.S. and British businesses, 45 percent are undertaking mobile Web site projects, 43 percent mobile apps, 32 percent Web apps and 14 percent a mobile storefront and content delivery services.”

How are businesses deciding where and how to invest? How are they measuring the success of their apps and mobile sites? Usually, they’re doing it by tracking downloads, traffic and ratings, and if those three things are increasing, they figure they’re doing well. The truth is that with the general trajectory of increased mobile usage in general, everyone should be seeing downloads and mobile traffic increase. But what does that really tell you?

Mobile marketers need to know more than how many. They need to know journalistically who, what, where, when, why, how, and what next.

  • Who is using an app vs. a mobile website? Age, gender, income, shopping preferences, etc.
  • What are they using? A tablet or a smart phone? Which brand?
  • Where are they engaging with your mobile experience? On the subway? At home? Are they shopping in a competitor’s store while looking at your app? Are they watching TV while using a smart phone? Are they watching streaming content on a tablet while using a desktop for other work? How should these usages guide your strategy and execution.
  • Why are they using it?
  • How are they using it? To compare product specs? Find locations? Stream content?
  • What next? Are they going into a store to buy something? Are they calling your call center? Are they converting through your regular mobile site? Has your mobile experience raised their estimation of your company or lowered it?

What are you doing to quantify the value and success of your mobile initiatives? What works and what doesn’t? I would love to hear your thoughts in the comments.

About the Author

Eric drives ForeSee’s marketing strategy, working closely with the company’s product, client service, and sales teams to infuse innovation and operational excellence into its offerings. Since joining ForeSee in 2004, he has contributed to the organization’s strategic growth, particularly providing leadership around mobile solutions. He is the author of several of the company’s thought leadership studies, including the 11th annual ForeSee Experience Index (FXI) and the American Employee Study. Eric is a frequent speaker on customer experience analytics, and marketing best practices. He is a board member of the Digital Analytics Association (DAA) and an adjunct professor of mobile marketing at the University of California, Irvine Extension. Previously, he worked as a web analyst, multichannel strategy consultant, usability specialist and focus group moderator. Eric is a graduate of the University of Michigan.

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