Five crucial questions every CEO should ask about mobile

| April 2, 2013


With the use of smart phones on the rise, Shaun Dobbin explains how it is time to think about implementing a mobile plan across your entire business and highlights the questions to ask before you set the wheels in motion.

Mobile is changing the way consumers behave, influencing them in a way that really has never been seen before. Although there are many reasons why mobile should be a high priority consideration, it’s a business decision that needs to come from an executive level.

When it comes to investing in mobile, organisations now need to stop focusing on the ‘why?’ and start focusing on the ‘how?’

Here are the top five most crucial questions a CEO should be asking about mobile.

1. Is a mobile optimised website (m-site) necessary?
In short, yes.

If you check your analytics and it shows a large portion of your audience is now visiting from their Smartphones or some form of mobile device then an m-site really does need to be a top priority.

Mobile is all about creating a fast and effective experience that gives your customer exactly what they want in the palm of their hand.

Without a mobile optimised site your consumers have to wait for your normal website to down load and then have to zoom in and deal with small icons and buttons to navigate their way around.

According to Google, 57 per cent of Smartphone users say they won’t recommend a site with a poorly-designed mobile experience. This means they are more than likely turning their friends, family and themselves toward s competitor who delivers a better mobile experience.

2. How can mobile help transform your unique selling proposition?
Mobile allows consumers to be switched on and connected 24/7 and companies need to take on the daunting task of embracing this on-the-go behaviour. But what features matter the most to your organisations consumers? And how can this help to transform your unique selling proposition?

  • Embrace your locals

Firstly, the majority of consumers use Smartphones to search for local businesses and, once the information is found, more than half of those searches turn into a phone call or a face-to face visit. Embracing the local on-the-go customers is a great way to begin giving your customers exactly what they want out of a mobile marketing strategy.

For example: A business that has many branches, such as a bank, may include a section on their mobile site that allows the user to search for the nearest store using their phone’s GPS tracker.

  • Create the best experience – online and off

A lot of retailers are starting to become territorial about their showrooms, denying customers the ability to use their phones while browsing. Increased price competition is just another change businesses need to come to terms with and mobile shouldn’t mean the end of a bricks and mortar store!

Use this transparency mobile creates, in pricing, to initiate a customer journey like no other! Use your mobile site to create a better experience for your customers in store through additional product information, maps and store locators, coupons, loyalty programs and special offers. It’s about the experience – not the price!

3. How should marketing adjust for mobile?
Your marketing strategy needs to adjust to fit in with mobile – not the other way round. All non-mobile materials need to be designed and created for quick transition into the mobile space. This includes:

  • Outdoor and offline promotions: Think of how a mobile strategy can be included into materials such as print ads in magazines or direct marketing materials. If it’s something that the consumer can get right up close to then include an SMS number or URL code.

  • Mobile Loyalty: Create a digital loyalty club with an integrated marketing approach that brings together membership/loyalty discounts and coupons with m-commerce, all within the same app.

4. Who is responsible for mobile in the organisation?
Mobile is about empowerment. Not just empowering your target consumers but also empowering your team.

Mobile should have its digital fingers in every piece of your organisational pie. It should be an integral and core part of your business plan.

Assign a mobile taskforce and choose your captain. This task force should include champions from each division of your business such as marketing, IT, Sales and Business Development. This allows mobile to be spread across your entire business plan and ensure it becomes an integral part of your businesses internal and external processes.

5. How can mobile help us achieve our goals?
Implementing a tactic that isn’t going to achieve anything is a waste of time and money. Have your above mentioned task force look into the business’ goals and begin planning and determining the approach for each part of the business and how each approach will be used to achieve these goals.

It’s vital that mobile plays a core part in the overall business model otherwise it’s not a worthwhile investment but remember a significant budget must be put in place for mobile to work at its most effective. Have your taskforce determine their strategy for each area and come back with a budget that will work for them and the business.

Shaun Dobbin is Chief Executive of Gomeeki. A highly successful entrepreneur, he co-founded the service provider for business mobile marketing solutions in 2008. Shaun is passionate about building exceptional companies to work for and partner with, bringing significant expertise in mobile technology  and marketing. In early 2012 Shaun lead the successful acquisition of 2ergo Australia by Gomeeki. Shaun has established and grown the Gomeeki business to become an award winning and leading expert in cloud based multi-screen solutions, proudly supporting iconic Australian brands such as ASX, ABC, Fantastic Furniture, AHG and NineMsn on their journeys to embracing mobile.




  1. Avatar

    Macy Jones

    August 27, 2015 at 12:42 pm

    Thanks for sharing these


    Thanks for sharing these 5 questions. These are helpful in business development and research for customer expectation .

  2. Avatar


    August 13, 2014 at 5:31 am

    Mobile can also be useful in
    Mobile can also be useful in the enterprise with the hardware in the phone. For example, you can use the phones GPS to track the fleet or your sales staff. You can use the camera to record the condition of company assets. You can log information to a form for future auditing. These are some of the things that you can use phone within an enterprise. With an App that is really useful for your customers, makes a difference for your brand.