In 2012, I wrote a blog post predicting that 2013 Will be the Year of Enterprise Mobility. That prediction was directionally right, but more from the enterprise education and planning side, than the design and implementation standpoint. Our experience is also that success in the design and implementation of mobile has been skewed more toward B2C firms than B2B enterprises.
Customers continue to aggressively drive the demand curve for mobile and connected experiences. In analyst discussions, and from our own conversations with prospective and existing clients, it appears that the average enterprise marketing organization across sectors is planning to spend 20-25% of its budget on digital. The investment will be made across internal headcount, training, vendor partners and hard costs like software, hardware and hosting. There is also an active movement to liaison with IT to ensure that communication and collaboration are fostered.
Enterprises need to focus on maturing their communications and collaboration with both internal and external customers. For the internal audiences, intranets need to provide information and services across different contexts (device, environmental and situational), online video needs to be institutionalized to enable dynamic training and communication experiences, and firms need to implement solutions to streamline workflow and collaboration across the enterprise.
For external audiences, enterprises need to think beyond the brand assets like the website, and make social reach part of the communication plan. Proven service solutions, like alerts, should become ubiquitous across device contexts, and interactive video should be leveraged to improve engagement, awareness and reach goals in social channels like LinkedIn and Twitter. Consideration for sharing of assets and defining a metrics and measurement plan also need to be prioritized.
Organizations will need to define how data can more effectively be used to understand and service customers. Additionally, firms will need to develop and deploy a robust content strategy that takes into account the multi-channel customer and the context of the experience created across environments, situations and devices.
2014 beckons to be the year that will define winners and losers across sectors in the enterprise marketplace. Organizations need leaders and experts to educate and plan correctly to succeed in designing and implementing the right connected/mobile solutions. Coupling the right internal team with leading external partner teams like Cantina will enable competitive differentiation as customer experience continues to be the critical element of the success equation.
Cantina is a digital agency that plans, designs and delivers connected experiences and product innovation.