Way back when in a year that I won't admit to, I was in elementary school, and was suffering from the rantings of Miss Ackles, my science teacher. When she got all in a puff over our bad performance, she'd threaten us with "A big fat ZERO."
I thought of her when I read a recent study about corporations and mobile strategies.
If you’re the CEO of a broadcast company or even the general manager of a radio cluster, you have a lot on your plate these days. Yes, the recovery is a great sign, and perhaps it portends greater successes to come.
But don’t exhale just yet, especially if you haven’t spent time, research, resources, and thought on mobile. Of course, even if you don’t have a strategy, you’re not alone.
Forrester reports that of more than 200 global companies surveyed, more than half (57%) have no semblance of developing a mobile consumer strategy, or they’re in the embryonic stages of putting one together.
Part of the delay is that many view mobile at this early stage as “value added” rather than as a burgeoning source of revenue. While there’s a lot to be said for customer satisfaction, word of mouth, and loyalty, without a viable source of money, interest isn’t going to be through the room.
It is noteworthy that of the business sectors that are likeliest to have something going with mobile, media companies are on the leading edge. That’s probably because many CEOs and management teams have correctly concluded that mobile provides an important platform for reaching new consumers and making existing customers happier.
Yet, most mobile efforts are understaffed or expertise is lacking, illustrated in spades by the chart below.
Half of the global companies in the Forrester research study have one employee – or no one – working full-time on developing a mobile strategy.
All of this is a big reason why Arbitron and my company got together to create “Goin’ Mobile,” a project that was put together exactly a year ago. Our experience with apps and research in this space has made it clear to us that mobile isn’t just an exciting opportunity for media companies – it is the essential space that content providers will need to better understand in order to best benefit from all that it offers.
One of the most knowledgeable consultants in the field, Tomi Ahonen, puts it this way:
On Monday, November 15 at 2PM Eastern, Arbitron and Jacobs Media will be re-presenting “Goin’ Mobile” in a free webinar, available to anyone who wants to invest an hour in their mobile education. The experience of observing consumers using mobile is an important first step in harnessing its potential by developing a strategy that works for your company and your brand.
We hope to have you in our virtual audience. And feel free to forward it to friends in the media business who you think will appreciate a very different look at what's happening with mobile.
To sign up, click the link below: