Get started now and expect to fail fast. As with most things that involve technology, the spoils go to those who jump in early. This means you need to push your team to advance your mobile capabilities as a brand, knowing that not everything you do will be perfect, but expect to learn from the experience to refine good to create great on the next 2.0 version. Smoother, faster, with more “wow” are good places to start. But you have to build it before you can make it better. This goes for apps, mobile-specific destinations, and more.
Build a small team and recruit the best talent. If you’re ready to take your mobile marketing and commerce to the next level, create a tiny team internally and give them that task. Let them get creative and get excited about it, with all the support they need to bring their inspirations to life. But if your own internal folks are too buried in the day-to-day to see the light of what’s possible, don’t hesitate to get outside help from partners and agencies with great experience. You’d be surprised at what’s possible – and those surprises can help your brand experience via mobile truly stand out.
Keep your goals front and center. Before you begin any mobile-based initiatives, write out your goals. What do you wish to gain? Who do you want to serve? What is the end result you’re looking to achieve? Keep those front and center so you don’t get distracted by the “shiny objects” and cool ideas that come up – many of which can take you off course and cause delays to market.
There’s much more to share, so stay tuned for future posts with even more content from the show sessions.