The School of Mobile Vol. 2 - The Detail
comes to integra�ng mobile into your business. You need people who are talented both in
terms of technology and commercial sense and can work with you closely on your mobile
ini�a�ves
• Choose a partner that is honest about their abili�es and their limita�ons and that is able
to clearly lay out what mobile can and cannot do for your business
• Choose a partner that is upfront about how they will go about measuring ROI of the
mobile campaign/offering. What analy�cs solu�on are they using and how will they
provide constant and high quality feedback on the results of the engagement?
FEEDBACK LOOPS:
Engage in an iterate process of feedback, sharpen focus and then prepare to engage more
deeply. As your engagement in mobile deepens your will receive more and more feedback
with respect to who is actually using your mobile offerings and you can refine, expend and
reallocate as you go along.
TEST AND ANALYSE:
As you implement your mobile offering, ensure that you test, test, test and refine it based on
real world usage. You may think you need to op�mise your mobile website across a number
of different pla�orms and 1000s of handsets but your customers may in fact only be primarily
using two pla�orms and 65 handsets. It is important to test assump�ons and work through
misconcep�ons with respect to mobile. USE ANALYTICS TO DETERMINE WHAT IS RIGHT FOR
YOU.
ENGAGE IN MOBILE IN PHASES:
Move into mobile in a phased fashion to ensure that you can build on the good work
undertaken and that your partner(s) can help you move to that next stage. Mobile is only
going to become a more crucial channel for your business so it is important that you have the
ability to move forward once you have iden�fied the next area of focus. The key first step is
to have presence on mobile as a precursor to being able to extend mobile into other areas of
your business.
IN SUMMARY:
Determine if mobile is really right for your business and your customers. Don’t be seduced
by a fancy piece of technology, mobile is about more than that.
Preparing to invest in Mobile: The EyeforTravel Research
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