Winning with Mobile: Creating a strategy for Mobile Marketing, Mobile Commerce and Mobile CRM

Anyone who works in digital marketing or e-commerce cannot have failed to have seen the forecast predicting that by 2014 mobile Internet should overtake desktop Internet usage. This has certainly been a call to action for focusing more attention on mobile marketing. We believe that mobile device use has already transformed the way consumers access online content and services for entertainment, socialising and purchase decisions. But many businesses are at risk of missing out since they don't have a mobile commerce strategy. We created this book to help businesses create a mobile strategy and the best practice tips explain what you must get right in the implementation. This mobile marketing guide has been written with two audiences in mind. First, business managers who want to know how to harness the disruptive and transforming potential of mobile on their businesses. We use the ‘RACE’ framework to explain the strategic role mobile plays throughout the customer journey: from Reach to Activation to Conversion to long-term Engagement. We tackle the need to create your mobile vision and ensure buy-in from stakeholders whose support is vital to ensure you meet your business objectives and KPIs: delivering better customer experiences, increasing sales, reducing costs. Second, marketers on the front line and back office whose understanding and support is critical for delivering the mobile vision. There’s a long list of roles here: sales and marketing, media and promotions, payments and commerce, data and insights, technical and legal. For this audience, there is the personal benefit of getting up to speed with mobile and staying ahead of their peers; being the “go-to” mobile person is a smart way to advance your career. This guide is packed with practical tips and up-to-date use cases and results to help implement mobile marketing successfully. We will be updating this guide, so welcome your feedback.