Hey Retailers! Refine That Mobile Marketing Strategy (Altimeter Report)

This latest Altimeter Report, by my colleague Industry Analyst Chris Silva, focuses on how companies must develop a mobile marketing strategy. It sources research from 26 ecosystem contributors including brands, agencies, and technology providers. To learn more about this report, please register for the webinar in which Chris will provide deeper knowledge from the report.

This report is powerful in a few ways, it indicates the growth the in space, referencing that 45% of all mobile phone users are carrying a smart phone, and the growth rate for tablets is 23% annually.

The report also indicates how some marketers are missing the market to reach to the connected consumer, citing examples how retailers and restaurant companies created apps that didn’t direct them to their stores, a missed opportunity.


Make An App Flagship Graphic
Above Graphic: Mobile App Maturity in Three Phases

Yet beyond the mis-steps of retail marketers, this report provides a maturity framework segmented into three major steps, and a point based system that brands can use to self-assess their quality. Lastly, you’ll find a breakdown in roll out steps from plotting the impact of strategy, choose business impact, choose application type, add features, extend platform support, then finally globalize.

This is Open Research: Use it, share it, and we’ll publish more, the full report is embedded below, which you can download, use and share with attribution. I’ll be working closely with Chris in future research projects, so I recommend you follow Chris on Twitter, and contact him at chris at altimetergroup dot com if you’ve further questions on the mobile landscape.

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  • Delena Roth

    I’m surprised that a report about mobile strategy focuses only on mobile apps (OK, I realize the title says “Make An App for That…”. The statistics you cite mention the overall use of mobile devices, but not how much time people are spending using apps on their devices vs. accessing content via a browser, for example. It’s dangerous to make the leap from time spent on mobile to time spent on mobile app use.

    My clients tend to be local retailers and their point of entry into mobile needs to be more focused on making sure they are represented correctly on sites like Yelp and Google Places, then on making their sites mobile-friendly and taking other actions rather than creating a new app. At the enterprise level, retailers would be well-served to create franchise- or local retailer-level programs to help them 

  • http://twitter.com/802dotchris Chris Silva

    Delena – I absolutely see your point and, in fact, we had to think long and hard about how to bound this exercise to avoid boiling the ocean. You’re right in that apps are one option to serve mobile customers and, that said, one of the more complex and costly ways to do so. We’re still in the early days of defining success in mobile and, while not prevalent yet, one of the things we’re starting to see is a web-based experience that’s nearly as rich as the native app experience and not tied to one or a small group of platforms. 

    As for the local retailers, there’s a whole angle around mobile marketing,  which is where I would group the venues you mention that is something I’d like to tackle in my research going forward. In fact, this mix of content, market messaging and the new things that mobile devices make possible is a theme that I am looking at with my colleague Rebecca Lieb for some upcoming research, stay tuned!

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  • Delena Roth

    Hi Chris, looking forward to your new research. After having worked in emarketing for large enterprises, I’ve discovered that local retail is a beast unto itself. Thanks for your work, it is very much appreciated and useful.

  • Delena Roth

    Hi Chris, looking forward to your new research. After having worked in emarketing for large enterprises, I’ve discovered that local retail is a beast unto itself. Thanks for your work, it is very much appreciated and useful.

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