移动战略现状：避免碎片化的三个步骤

1 Airshipin partnership withEMARKETERThe State of Mobile Strategy:3 Steps to Avoid FragmentationMobile devices have been one of the most transformative moderntechnologies, changing the way people learn, interact, buy, and engage.With more than 5.44 billion mobile phones worldwide, 67.0% of the populationwill use a mobile phone in 2025, according to March 2024 data from EMARKETER.By 2026, nearly half (48.8%) of the total time spent with digital media in the US willbe on mobile devices. Given that level of attention, you’d think organizations wouldhave seamless strategies to leverage the medium. They don’t.According to new research by Airship, in partnership with EMARKETER, many brands strugglewith a disconnected mobile strategy, lacking the centralized ownership necessary to createa cohesive experience, with the mobile device at the center of a customer’s interactions.While some brands have dedicated teams, many are still challenged by insufficient resources,talent, and misalignment within their organizations.Despite those obstacles, most brands recognize the importance of a unified mobile strategy,acknowledging that fragmentation is a major barrier to success. Having a disjointed mobilestrategy can create an inconsistent customer experience, which, in turn, can harm customerengagement rates and revenue generation, the top two measures of mobile success in our survey.This report details the results of an October 2024 survey of 120 B2C global brands, designedand analyzed by EMARKETER and Airship. It explores how mobile strategy is positionedwithin B2C brands and how brands are working toward a more unified experience.Key findings:A disconnected mobile strategy can hinder success.43.7% of brands say not havingorganizational alignment around mobile has hampered the customer experience and nearlyall (90.3%) acknowledge that a disjointed mobile marketing strategy is a significant obstacle.Mobile strategy is fragmented.47.5% of B2C brands say multiple teams or an outsideagency manage the various components of their mobile strategy. Additionally, only 12.5%of B2C brands have a dedicated team for mobile strategy and 10.8% for execution.Brands face barriers in uniting mobile efforts.71.0% of brands are actively taking stepsfor a more integrated mobile strategy. However, insufficient access to data and organizationalmisalignment stand in their way.Amajority of brandsareactively pursuinga moreintegratedmobile strategy. Airshipin partnership withEMARKETERThe State of Mobile Strategy:3 Steps to Avoid FragmentationMobile strategy lacks a clear,centralized ownerMobile strategy is the organization and coordination of consumer experiences designedfor the mobile device.Brands engage consumers across many channels, driving them to digitaldestinations for engagement. And it’s happening at an increasing rate on a mobile device:Roughly 4 out of every 5 website visits happened on a mobile device in 2023,per Semrush.The other digital destination—mobile apps—allows brands to design an experience aroundthe needs and behaviors of the customer. This highlights the importance of having a clear,coordinated strategy for engaging customers across both of these critical digital destinations.A well-defined mobile strategy creates a unified experience across the various channels—social, paid media, email, SMS, and push notifications—all of which are mostly or exclusivelyconsumed on a mobile device. When done well, it creates a seamless consumer journeyfor the brand that bridges customer interactions across the mobile device, desktop,and physical locations.For many brands, mobile strategy is managed by multiple teams, with little consensuson where design and execution sit within an organization.•Our survey found 47.5% of B2C brandssay multiple teams or an agency managetheir mobile strategy.•Further illustrating a notable gap in ownership,79.2% say that goal alignment and prioritiesacross departments are challenging and 66.7%are challenged by a lack of mobile expertise.Some brands invest in dedicated mobile teams—12.5% have a specific team for mobilestrategy design and 10.8% for execution—but these remain in the minority, with most brandsplacing mobile strategy within broader departments.•Among these departments, digitalmarketing is most likely to own mobilestrategy, leading design (29.2%)and execution (30.0%) for brands.•Other teams like marketing operationsand product engineering also play crucialroles, highlighting how mobile strategycan vary between organizations.Brands thatinvest indedicatedmobile teamsare in the minority,withmost brandsplacingmobile strategywithinbroader departments. Airshipin partnership withEMARKETER“Every organization has itssilos. While it’s ideal to havea single owner of strategy,if that isn’t possible, you needto have a North Star metricand make sure you’re alwaysexecuting against that.It’s also about transparencyand communication—make sure you’re havingconversations with otherbusiness leaders and teams.”—Pietro