Everyone wants to get on the mobile bandwagon but few retailers know how to define their goals or craft a mobile strategy. Julie Ask, an analyst with Forrester Research Inc., will talk about how retailers can best use mobile for marketing.
She will speak about latest trends in mobile commerce and how to measure the success of mobile sites in a session entitled An overview of the mobile commerce market.
Retailers often have what Ask calls the wrong “starting point” for their mobile strategies. For instance, retailers may want to launch a mobile service simply because mobile is hot or because they sense a need to offer something for an iPhone. Retailers need to come up with more specific goals. “Some retailers may want to generate leads, some sell, some offer services,” she says.
Why the editors asked Julie Ask to speak:
Julie Ask focuses her research on telecommunications and consumer mobility. She is an expert in consumer wireless, encompassing consumer behavior, devices, networks, carrier strategy, content, applications and mobile as a marketing channel. As wireless broadband becomes ubiquitous, Julie is spending an increasing amount of time advising clients outside of the telecommunications industry on their opportunities to deliver products and services to consumers on mobile devices.