The Mobile Strategy Gap (and How to Close Yours)
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This is a unique and dangerous moment in the life of every company.
On the one hand, there is great opportunity. We are in the midst of a major shift in how customers relate to brands. Most of the companies I work with tell me that they now see more traffic to their sites coming from mobile devices than from PCs. Mobile holds out the promise to redefine customer relationships and gain loyalty and market share. Companies that focus on serving customers with valuable and useful apps — companies like Delta Airlines, Starbucks, and the financial services company USAA — are making themselves indispensable.
But even as this opportunity is becoming visible, the mobile change is happening so rapidly that it is catching most firms flatfooted. Over and over again I hear from companies that are scrambling to come to grips with mobile. They have no development expertise, and no concept of what’s required. Just as a previous generation of marketers naively shoveled their brochures onto the web, this generation is shoveling their web sites onto mobile. Someone is developing for mobile in every large company I speak with, but for the most part, there is no overall mobile strategy.
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