Digital marketing via mobile platform; IBM

Abstract

Smartphones are quickly becoming a critical platform for customers to receive marketing and engage in transactions. Today, according to Gartner, more than 25% of Web page views across the globe are accessed via a mobile device. This is up from less than 20% this time last year and some countries Mobile Web use is growing by 15% or more per year. Within 5 years, virtually every mobile phone will be a smart phone or will have Mobile Web access capability. Customer accessing IBM SWG information from Mobile platforms has different needs than those using laptops or desktops. Hence, we have created a survey to understand the needs of these customers. We have also done competitive analyses to determine what our customers' needs are in this space as well as how well these needs are served by our competition. We have engaged with IBM Corporate Market Insight team and Analyst relations to gather information. We have conducted Subject Matter experts (SME) interviews to understand how they use this space. We have also studied IBM's current mobile footprint and understand the current strategy. Based on our secondary research we gave recommendations. IBM.com mobile web page has lot of design issues. The data is cluttered and need some design modification. Content on the website is not focused on mobile users. IBM should also focus on social media as it is growing in popularity amongst smartphone users. It should also evaluate the use of latest technology such as HTML5 while designing for mobile webpage.