Our World is Mobile: Is your Enterprise Ready?

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In today’s on-the-go world, people rely more and more on mobile devices for accessing  information – mainly Web-based information.  According to Forbes, mobile devices will surpass PCs as the most common Web access methods by next year. And as more and more people are choosing to stay connected via their phone or tablet, this leads to business opportunities for enterprises.

Another behavior that shows mobile impact is advertising on smart phones and tablets, which help businesses achieve their brand goals, drive website conversions and increase awareness. Statistics reflect these behaviors as spending on mobile outreach will drive a total impact of $216.9 billion in sales this year, reflecting a ratio of $20 of sales for every $1 in marketing spend, according to the Mobile Marketing Association. This should encourage all leading brands to explore mobile marketing.

Table 1

Mobile Advertising Revenue by Region, Worldwide, 2012-2016 (Millions of Dollars)

  2012 2013 2014 2016
North America 3,181.5 3,825.7 4,694.9 8,866.2
Western Europe 1,600.5 1,941.4 2,367.8 4,445.4
Asia/Pacific and Japan 4,333.0 4,864.9 5,506.7 9,480.2
Rest of the World 644.1 788.0 960.6 1,768.3
Total 9,759.1 11,420.0 13,530.0 24,560.1

Source: Gartner (November 2012) 

As the tables turn towards an Internet dominated by mobile devices, we need Web properties and dedicated mobile applications that can respond properly – with an appropriate user experience for different types of devices.  As a result, traditional Web CMS solutions are no longer sufficient, and a richer and broader range of capabilities that enable Web Experience Management (WEM) must now be considered in this new era of engagement.  Successful WEM solutions will allow marketers and other business users to manage and optimize the site visitor experience across all digital channels including the Web, mobile, social networks, and more.

Today, enterprises need WEM solutions that natively support multichannel features in order to publish their content through diverse online channels. A “mobile first” mindset must now be adopted by all enterprises, and enterprise-grade WEM solutions must easily integrate with disparate systems, including advertising services.


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