Retailers shift their ad spending from TV, radio and print ads to digital ads.
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First an executive selling m-commerce must identify who the buyers are in-house. "Everyone can say no in an organization," Brya said. "It's the people who can say yes who you should talk to, and no one else."
When establishing objectives with in-house buyers, Brya said the executive selling m-commerce should ask a variety of questions, including: How would conditions improve as a result? Ideally what would you like to accomplish? How would your customers be better served? What keeps you up at night regarding mobile? If you had to set mobile priorities now, what three things must be done?
Then comes establishing measurements for success, Brya said. "Your buyers will tell you what they need."
But the most important element to selling m-commerce to upper management is establishing the value mobile commerce brings to an organization, Brya said. "Initially they'll want to know how much it will cost, because they are focused on the price, not the value. But this is completely under your control," he said. "You need to be able to define the value, which should be disproportionate to the cost."
The 50 speakers at the Mobile Commerce Forum demonstrated the many ways mobile technology can bring value to a retailer. And, given the rapid pace of change, there are likely to be many new examples to share at Mobile Commerce Forum 2012.