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Mobility in Digital Marketing

Posted by Sankara Krishnan at 6:52 AM

India has 800M mobile phone connections and more than 560M active ones, more than the population of US and some European countries put together. Add this to a billion in China and a global number of 6 billion users and you have a handy case for 'Why every tool and technology in digital marketing should support smart devices'. It is a no-brainer and a blog article is not needed for this.

The more important question is 'Do global corporations understand how to do mobility right in digital marketing'. Do they know the exact pieces that must be on mobile and the ones which will become an over-investment? This is to be deliberated.

Our view is that mobility is exciting for sure, much more so after iPad and Galaxy Pad, after today's smart devices that are sending kodak and garmin into a tailspin. But mobility is not the one-stop panacea for the marketer. Not every application needs to be distributed on mobile, not every process is effective for onboarding onto a smart device, not every site would be accessed on a mobile. When done wrong, mobility investments can lie silo-ed and unlocked. Only a select set of users, processes and applications need to be impacted, have the need for speed, and possess the ability to supplement mobility to enhance the value chain.

Whether it is enabling sales reps with iPads for eDetailing or allowing the dealers real-time access on smart devices to the OEM information or placing the Microsoft tag QR codes for mobile tagging, it costs money for marketing to go mobile.

The strategy roadmap for mobility needs to be carefully drawn, in-line with the corporation's global digital transformation roadmap. Small babysteps need to be made and results measured before more $$$ pumped in.

Tell us how you are approaching mobility in your verticals and industries. Which are the top processes you are mobile-enabling? What is your experience with mobile app distribution systems? Share us your pain points and success stories.

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