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Mobile 360: Developing Your Comprehensive Digital Strategy
Mobile 360: Developing Your Comprehensive Digital Strategy
IDEA ENGINEERS
POINT OF view
How can brands capitalize on this?
Brands and companies may know that mobile is big, and that in-store experiences have changed, but
they may not be sure what to do in order to stay relevant in their industry or against the competition.
Some important factors to consider in developing a mobile engagement strategy:
1. Define the opportunity and the business need. Figure out what the brand is trying to achieve and
what the issues are.
2. Identify the most valuable consumer segments. Who are you trying to engage and what actions
do you want them to take?
3. Create the consumer ecosystem. Where does the target customer play and shop? Answering that
question will help create the right touch points within the ecosystem.
4. Map out the customer journey. Understand how to make the brand an intuitive, congruent user
experience and fulfill the customers needs.
5. Define the brands point of view. Identify what the brand stands for, whats right for the brand, and
what solutions make the most sense.
6. Understand market trends. Research what is possible and how to best leverage those
possibilities.
7. Consider the device and platforms. Make sure that any recommendation fits in with existing
technologies, brand image, and what the client is already doing.
8. Concept the experience solution. Identify the most influential moments in the consumers journey
and conceptualizes the brand experience, either through an overall strategic direction or on one or
more specific touch points.
IDEA ENGINEERS
POINT OF view
One of the biggest benefits from this strategy is the development of one view of the consumer.
And getting to that viewpoint is all about data. Every device interaction, whether its in-store, dotcom, kiosk, or otherwise provides data that is directly relevant to what the consumer is doing at
each moment within their customer journey.
Capturing, interpreting, and using data is critical to developing a relevant strategy for each
unique brands business plan. That data informs us as to what the experience needs to be and
how to make the experience better. All the while, the consumer has a quick, seamless, positive
experience with the brand.
Its about the ecosystem not the device
It is not necessarily about the device. Its about the experience and the ecosystem that supports
that experience. This ecosystem must ENGAGE the consumer, ENHANCE their experience, and
then EXTEND the footprint of the brand.
IDEA ENGINEERS
POINT OF view
CASE STUDIES
Take a look at some case studies that have yielded especially popular user experiences.
Dunkin Donuts | Digital signage
Digital menu boards for quick service restaurants have become a huge opportunity, and Dunkin
Donuts is a great example of this capability.
In this case, Dunkin Donuts wanted to update their restaurants with digital menu boards for a
modern look to further their growth. SapientNitro designed their menu boards, user experience,
and creative work. These digital menu boards are currently used in over 100 Dunkin Donuts
stores nationwide.
Putting together a great team, partnering with strong alliances, and understanding what the
client wanted, resulted in exceeded expectations and a successful outcome for Dunkin Donuts.
Capturing, interpreting, and using data is critical to developing a relevant strategy for each
unique brands business plan. That data informs us as to what the experience needs to be and
how to make the experience better. All the while, the consumer has a quick, seamless, positive
experience with the brand.
Its about the ecosystem not the device
It is not necessarily about the device. Its about the experience and the ecosystem that supports
that experience. This ecosystem must ENGAGE the consumer, ENHANCE their experience, and
then EXTEND the footprint of the brand.
IDEA ENGINEERS
POINT OF view
CONCLUSION
Mobile channels and the mobile user experience will continue to evolve, adapt, and grow.
By understanding these new trends and behaviors, you can position your brand to deliver a rich
ecosystem and the right engagement strategy to your customers and potential customers
in the years to follow.
FK Funderburke
Vivek is a director of technology and has been with Sapient for over
11 years. For Sapient, he has worked with Fortune 500 clients like
Travelers, Harrahs, and Liberty Mutual to deliver large, complex
content and commerce systems. He recently joined the mobile team
in Atlanta to support sales, delivery, and operational activities.
Vivek Agrawal
As Director of Alliances, Russell Young has helped to establish critical strategic partnerships, originate new business opportunities,
and manage partner program initiatives.
Prior to joining SapientNitro, Russell spent nine years deeply
involved with the digital merchandising industry, representing Fortune 100 technology companies and speaking at industry events on
global trends and technologies.
Russell Young
IDEA ENGINEERS