Findings from the recently published Aberdeen Group research report “Opposites Attract: The Mobile Channel Unites Marketing and IT,” reveal how the rise of the mobile channel has made bedfellows out of two unlikely groups: marketing and IT. In the report, Aberdeen analysts Andrew Borg and Omer Minkara conclude that leading organizations have marketing and IT departments working in close collaboration to create a customer-driven business with mobility acting as the glue that unites these two distinct and important groups. In fact, the report reveals that an overwhelming 76 percent of companies utilizing mobile apps indicated that marketing and IT have a strategic alliance to manage marketing initiatives within the mobile channel.
Organizations today are under increasing pressure to grow revenue and market share in the face of heightened global competition and a challenging economic climate. According to Aberdeen Group and its survey of more than 220 end-user organizations for its Metric-Driven Mobile Marketing Study (scheduled for publication in August 2011), high customer adoption rates of mobile devices, combined with the constant need to increase customer loyalty by improving customer satisfaction are driving organizations to invest in implementing marketing campaigns and programs through the mobile channel.
The “Opposites Attract” Research Brief examines the key factors driving marketing and IT roles within organizations to invest in mobile application and website development, the collaborative relationship between marketing and IT in developing these applications, as well as the business processes required to drive success. Highlights include a case study on a large retail bank that offers greater convenience and superior levels of customer service through its mobile banking service.
As the “Opposites Attract” Research Brief indicates, two primary goals have emerged as the driving investment in the mobile channel: increasing top-line revenue and improving customer retention. Aberdeen research shows that while both goals are top-of-mind for marketers and IT roles, increasing top-line revenue is a greater focus point for marketers. IT respondents on the other hand focus comparably more on improving customer retention.
• 50 percent of marketers selected increasing top-line revenue as a key driver for investment in the mobile channel compared to 41 percent of IT respondents.
• 45 percent of IT respondents selected customer retention as a key driver for investment in the mobile channel compared to 39 percent of marketers.
“Mobile apps are a brand manager’s dream come true,” said Andrew Borg, analyst at the Aberdeen Group. “The findings of this Research Brief shed light on how marketing and IT can work together more effectively to embrace the mobile channel to enhance customer satisfaction and drive real business growth, and most importantly, how to define mutual objectives and metrics for program success.”
Best-in-class businesses are turning to vendors like Antenna that offer an end-to-end mobile infrastructure to support both native apps and the mobile Internet – mobile apps to drive engagement and customer loyalty and mobile web capabilities to facilitate commerce and convenience. Antenna built the Antenna Mobility Platform™ (AMP) from the ground up to uniquely address both B2E and B2C requirements while providing full support for the widest range of mobile devices, platforms and networks. With AMP, organizations can easily address the complex, IT requirements of mobility – including security, device fragmentation, development and deployment, manageability and performance – with the needs of all users.
“We are pleased that AMP provides the end-to-end mobile infrastructure that meets the best-in-class criteria for mobile solutions as indicated in the Aberdeen report,” said Jim Somers, chief marketing and strategy officer for Antenna. “In embracing mobile as a way to leapfrog competition, our customers can rely on AMP to help them stay ahead of the fast-changing digital space – so both marketing and IT can focus on innovation without losing ground.”
Marketing and IT professionals interested in Aberdeen’s recommended actions for implementing mobile app initiatives to maximize business benefits should go to antennasoftware.com to obtain a complete copy of “Opposites Attract: The Mobile Channel Unites Marketing and IT.”
Antenna Software (antennasoftware.com / volantis.com) provides a complete solution for mobile web, apps and content that addresses the needs of all users, across all Internet-connected devices, from anywhere in the world. Only Antenna’s mobile solutions enable business transformation by delivering a consistent and compelling experience for everyone – from employees in the mobile workforce to millions of consumers on myriad devices. Antenna’s advanced mobile technology makes all the hard stuff like security, integration, performance, scalability and management look easy (even though it’s not). That’s why leading Global 1000 companies rely on Antenna to be their trusted mobility partner. Founded in 1998, Antenna is headquartered in Jersey City, N.J., with offices around the world. Follow @AntennaSoftware on Twitter.