Today, 59% of enterprises say that their top priority with mobile is to drive consumer engagement, according to Forrester Research. However, and it’s a big however, the metrics enterprises are using imply that they really mean digital consumer engagement.
We know this because the top four metrics enterprises are using to measure their mobile success are wrong. By focusing on vanity metrics like number of active users, website and app traffic, volume of interactions and number of logins per month, enterprises are failing to understand the impact of mobile on their overall business and how it actually can drive consumer engagement.
Moreover, despite increasing consumer expectations for mobile experiences, many enterprises are still not set up for mobile success. According to Forrester, 39% of companies openly state that their mobile services are simply a scaled-down version of their online initiatives. In short, “too many teams prioritize offering consistent experiences across devices rather than leveraging the uniqueness of mobile to do new things.” Mobile teams continue to sit within a digital silo, companies lack the budget needed to fully support mobile initiatives, and many companies are still treating apps as projects instead of products.
While this may paint a bleak picture of mobile in the enterprise, the good news is that the folks at Forrester have put together a four-part operating model for enterprises to maximize the value of mobile and the effectiveness of their mobile-focused resources. Leveraging this model will help enterprises both think and act differently when it comes to their mobile strategy. Today, only 4% of companies Forrester surveyed have all of the elements of the model in place, so there is still lots of work to do.
To help, we are offering a FREE copy (saving you $499!) of the full Forrester report, “Organizing for Mobile Success” so you can dig deeper into the four-part model and see how your organization stacks up.
To get your free copy of the report, click on the image below.