The concept of first mobile marketing is still fairly new, but consumers tell us that we must pay attention to mobile in a big way. In our mobile Adobe Benchmark Report 2015, we found that “20% of sites are already passing the tipping point where more than half of their traffic is mobile. And at specific times, eg holidays, the proportion of mobile traffic may exceed 70%. It is not a matter of if, or even when, but how can we get mobile first, otherwise only mobile. “
Transform your entire organization around mobile is crucial for the success of mobile telephony-first marketing. At Adobe Summit this year, I spoke about this with two leading marketing – Matt Jones and Igor Bekker -. For high visibility brands
Matt Jones, general manager of Mobile for Home Depot
Matt Jones – believe a successful transformation to a mobile-first organization is very possible – set this way, “to be successful and really scale in a large company, you need a variety of different stakeholders working together behind a vision.”
so how do you start? to Matt Jones, he began as it does for many other brands. mobile app, mobile web, or both Matt explained, “If we went back in time to 2010, say, probably the subject of this discussion was mobile app or mobile web , right? one or the other, and where will you invest your time and resources?… you had to be all one way or the other, and I think what we learned over time was it really, you need to be great in both, because your clients are not as clearly segmented. “(See Mobile Benchmark Report for more on this.)
Igor Bekker, please e-commerce and digital marketing Alex and Ani
In the case of Igor, they started with a lot of questions, to which Igor began:
So … before we initiated a mobile application project, there were [sic] some things we needed to solve. Looking at it holistically, there were two problems. Problem number one is, why, what for? Is it just another sales tool? Is it a sort of application too, simply jump on a bandwagon … then you have to [a] year and then you Deprecate it? Second problem is, how do you build, right? Will you customized? Is [Are we in] the early stages of platforms e-commerce, where everyone build [sic] their own e-commerce technology, while technology has never spoken to other tools you brought in, right? Or should we expect mature platforms and APIs mature, and what is the risk in that?
Who Owns Mobile?
Then there is the issue of mobile property. The answer may be as diverse as brand universe. For example, Matt’s challenge is to transform from one mobile team to a mobile first approach to organization-wide, as he explains:
I would say we are in the middle of a trip right now trying to figure out how the sliding scale from a tiger team approach we had to [several], who’s kind of how we incubated and developed what we have built in a large company … to find ways to spread responsibility across mobile, frankly, the whole company, to levels and people who work in operating director of stores shop. Mobile is not something that can be successful at Home Depot with a small team of ninjas. We need all the business behind the effort.
A little different challenge to become a Mobile-First
For Igor, the challenge of becoming the first mobile is slightly different. “So Alex and Ani, compared with Home Depot, we are a grain in terms of online sales, but mobile is the role of everyone in the organization. Thus, the Digital Agenda is proud of transparency … We open to everyone. for example, our founder is a major player in terms of how mobile work … [s]? specifically, application and experience of the application provides, B2B, wholesale the international team of customer engagement, and obviously, e-commerce and digital marketing. So we all play a key role in the product roadmap. “
Travels Top dealers to become Mobile-first
for retailers like Home Depot and Alex and Ani, a main goal of becoming the first mobile is to combine mobile experiences and in stores. They each accomplish this through storytelling and inspire their clients.
Igor explained how Alex and Ani approaches its narration: “When you go to the physical store, we do not make you sell the products. Our associated stores will be called bartenders. They connect with you on a very personal level, they hear your story. People cry, people get engaged in our stores … [we] have the customer play a key in our narration “
For Matt, Home Depot has a similar goal. Provide experience impressive mark by becoming part of the life experiences of a customer: “… inspiration is a big part of what motivates and Home Depot. Anyone who owns a home is passionate about their home and wants the house to be a reflection of who they are and they want to be proud of. When we can drive the inspiration among our customers … whether through digital experiences or whether in the store, we are able to engage with that customer, answering questions for them, provide guidance for them, recommend products. “
See the session at Adobe Summit 2016 on the moving track (# 705) where I discussed the organization for success with mobile Matt and Igor. We asked more difficult questions to organize around mobile, and I think you will be intrigued by their answers. you can also check the direct link to the transcript Summit session 705 here, where you can find the quotes mentioned in this article in its entirety.