Sensible m-commerce move

/l/w/m/Sainsburys2.jpg

A recent report by Deloitte into app downloads for global consumer and healthcare brands stated that “brands need to decide whether an app is needed rather than a mobile website”. If there’s not a clear business case for a native app that really exploits features such as location, in-app alerts or rich user interface interaction then a mobile-optimised site is a better step to take, particularly given that the market reach is larger and entry costs potentially lower.

A location-based app, such as the one from The North Face, that allows users to track their hiking routes or find their nearest store uses native functionality, but an app that offers the same services as a mobile website is missing a trick.

Brands need to think carefully about their mobile strategy, what objectives they’re trying to achieve and what functionality they want to provide before investing.

Keith Nation
Technical director
ORM Londonsee

Recommended

Olympic sponsors need to get employees on board

Marketing Week

I am pleased to see that BA’s employee engagement programme will involve staff in its sponsorship of 2012 Olympics and Paralympic Games. Key brands invest substantially in communicating with customers but too often underrate the value of internal marketing to their staff. It is at the point of interaction between customers and employees where the […]

Reigniting the frozen sector

Marketing Week

The proposed diversification into frozen food by Greggs (MarketingWeek.co.uk 5 July) should ignite interest and buzz in this lacklustre category. With YouGov figures that say one in four consumers rarely visit the frozen food aisle in supermarkets and almost half believing the offer is uninspiring, it’s good to see an alliance between Greggs and sector […]

Integration must drive a channel’s goal

Marketing Week

Judd Marcello at e-Dialog’s response to the IPA’s new publication “Datamine 3 new models of marketing effectiveness. From integration to orchestration” (MW last week) suggests the report is confused because it reaches the conclusion that “a matching luggage campaign delivers positive business results in 72% of cases, while no integration whatsoever delivers the same in […]