Slalom Consultant Niti Vaish has more than 15 years of management and development experience and focuses on a 'top-down-bottom-up' approach to creating integrated, holistic, actionable multi-channel strategies.
Challenge
Mobile and Social have been hot topics of discussion over the past several years but not very well understood by most organizations. With 130M Apple i-devices sold worldwide, 300,000 native iPhone applications created, more than 7B downloads by Q3 2010 and with the market research firm Nielsen projecting the US smartphone penetration to be over 50% by 2011, it is not surprising that many organizations are gravitating towards creating iPhone and other mobile device based applications. In addition, the relatively low cost of entry into the mobile device app market has encouraged organizations to develop such applications just for the sake of getting themselves a mobile presence. However, without a holistic understanding of how the apps would integrate into the organization’s business functions and goals, companies are unable to establish or generate a measurable ROI such as building and sustaining a community or customer relationship, improving customer loyalty, increasing revenue or decreasing cost. Without a clear strategy in place defining how to leverage the mobile, social and digital channels to meet business goals, confusing or even conflicting directions arise within an organization that will eventually lead to disenchantment with these critically important communication vehicles.
Key Considerations
Prior to creating the first iPhone application, enlisting fans for a Facebook page or responding to users on Twitter, brands should consider Read more of this post
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