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Retail
This Waterfall Quick6 LookBook provides an insider’s perspective into how mobile fits into a retail communication strategy so that companies can execute successfully.
Overview How retailers should approach mobile Case in point Example retail mobile campaigns with positive and negative lessons learned Summary How retailers can best launch an effective mobile and digital communication strategy
overview
It’s about limitless possibility.
When it comes to figuring out a retail mobile marketing program, the good news is the bad news: there’s practically an unlimited number of ways retailers can use mobile to augment their customer communication strategy. “Good” because limitless possibility means well thought out and executed strategies will return significant value. “Bad” because settling on a starting point can be difficult. Consider data from the Forrester report The State of Retailing Online 2011: Marketing, Social and Mobile, which analyzed the state of U.S. retailers’ mobile and digital marketing strategies. Note that 71% of retailers fall under the umbrella of not having a mobile strategy to actively refine:
“
Which best describes your mobile strategy?
Don’t have a strategy
9% 29%
Early stage, developing a strategy
Have a strategy, currently refining
34%
19% 9%
Have a strategy Have a strategy, starting to refine
overview Given that an effective mobile strategy requires refinement, as so much of mobile is analyzing metrics and optimizing according to these insights, you could argue pretty convincingly that 71% of retailers have an ineffective mobile strategy. Taking a look at retailers’ objectives for mobile sheds light on why. As many as eight objectives are desired by more than 50% of companies. The top three objectives double as the top three objectives for business in general. Clearly, retailers struggle to understand where to start and focus with mobile given the vastness of both retailers’
Retail
This Waterfall Quick6 LookBook provides an insider’s perspective into how mobile fits into a retail communication strategy so that companies can execute successfully.
Overview How retailers should approach mobile Case in point Example retail mobile campaigns with positive and negative lessons learned Summary How retailers can best launch an effective mobile and digital communication strategy
overview
It’s about limitless possibility.
When it comes to figuring out a retail mobile marketing program, the good news is the bad news: there’s practically an unlimited number of ways retailers can use mobile to augment their customer communication strategy. “Good” because limitless possibility means well thought out and executed strategies will return significant value. “Bad” because settling on a starting point can be difficult. Consider data from the Forrester report The State of Retailing Online 2011: Marketing, Social and Mobile, which analyzed the state of U.S. retailers’ mobile and digital marketing strategies. Note that 71% of retailers fall under the umbrella of not having a mobile strategy to actively refine:
“
Which best describes your mobile strategy?
Don’t have a strategy
9% 29%
Early stage, developing a strategy
Have a strategy, currently refining
34%
19% 9%
Have a strategy Have a strategy, starting to refine
overview Given that an effective mobile strategy requires refinement, as so much of mobile is analyzing metrics and optimizing according to these insights, you could argue pretty convincingly that 71% of retailers have an ineffective mobile strategy. Taking a look at retailers’ objectives for mobile sheds light on why. As many as eight objectives are desired by more than 50% of companies. The top three objectives double as the top three objectives for business in general. Clearly, retailers struggle to understand where to start and focus with mobile given the vastness of both retailers’