Key Stakeholders in Mobile Strategy Development [Part 2]

Developing a mobile strategy can feel like a daunting task, but if you invite the right stakeholders to the table, you can develop a successful strategy with buy-in from everyone it touches. While 61% of marketers claim to have some form of a mobile strategy in place or in development, only 17% said that strategy was fully integrated with their overall marketing plan. 31% either lacked a strategy entirely or were running limited, ad hoc mobile campaigns. This shows that most retailers have a lot room for improvement. Shopping is an omnichannel experience, and your mobile strategy should be fully integrated into your overall marketing and digital strategy to ensure a seamless shopping experience for your customers. We’re here to help you get the ball rolling. Step one is identifying all the key stakeholders who should have a say in your mobile strategy.

When creating a mobile strategy, include everyone who has a stake in your customer’s mobile shopping experience. Getting input and buy-in from all these key stakeholders will ensure a more efficient and seamless development process and a successful product launch. Each stakeholder will have a different perspective, and considering each of these distinct points of view will ensure a holistic strategy. Here are the key stakeholders and what each one will care about:

key stakeholders in mobile strategy

Eric from Ecommerce

As the person leading ecommerce, Eric signed off on the company’s current ecommerce platform. As such, compatibility with the current platform will be a key consideration for Eric. Replatforming is time-consuming and expensive, so he will be most interested in a mobile solution that integrates with the existing platform.

Key performance indicators have the greatest influence on Eric’s decision-making process. When developing a mobile strategy, he will be focused on improving the mobile conversion rate, average order value and shopping cart abandonment rate. He generally leads the mobile strategy development as he is responsible for the success/failure of the company’s mobile ecommerce solution.

Mary from Marketing

As the mobile strategy will influence the marketing strategy, and vice-versa, Mary will also have a big stake in the development process. Integration with existing marketing software will be an important consideration for her to avoid adding layers of complexity.

Mary will focus on a mobile strategy that delivers ROI on marketing investments, and improves the user’s overall shopping experience to build the brand’s reputation and create loyal customers. Some of her key considerations will be SEO, marketing analytics and social sharing. When a user shares a webpage from their mobile device, a friend should be able to click that link across any device without running into a broken experience. If a customer arrives from a mobile or social campaign, they should like what they see and continue shopping.

Ian from IT

Ian will influence the mobile strategy from a technical standpoint. His key considerations will be performance, speed and data security.

There are multiple mobile web solutions available –, responsive, adaptive – and Ian will help the team decide which mobile solution would be the best fit. Mobile solutions are complex and Ian will provide invaluable insight into the technical feasibility of each aspect of the mobile strategy.

Executive Buy-in

As with any major strategic initiative, it is important to get buy-in from the executive team. Once you’ve identified all the key stakeholders who will develop the mobile strategy, you’ll need to ensure you’ve convinced senior management of the value of this project. Their primary concern will be the bottom line. They will want to know the likely return on investment, and how soon the company will be able to realize that return.

You will need to make a good case for the investment, which will include the development costs, deployment costs and integration costs. Show the executive team how a mobile solution could improve your business metrics, and ultimately the bottom line. To demonstrate the positive impact, you can do A/B testing or compare results of the mobile solution against business metrics from the same time the previous year.

Your Key Stakeholders

The stakeholders outlined above represent the different parts of your organization that will be affected by the mobile strategy, and should therefore be included in the strategy development process. However, the stakeholders are fictional, generalized characters – they will look different at different companies. At one company, “Ian” may be one person, while at another company he may be a team of twenty – or “Eric” and “Mary” could be the same person at some companies. No matter what the structure of your organization, the important thing is to include everyone who represents each of these key stakeholders in developing the mobile strategy.

The key players are one part of developing your mobile strategy, but there are other pieces to consider too. To learn more about these, download the Mobile Strategy Development Guide to begin creating a comprehensive mobile strategy for your company.

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