Why is mobile hard to integrate into CRM? – Mobile Marketer – Database/CRM.
The above article in Mobile Marketer discusses the challenges of integrating mobile, not just with systems but also the organization.
We’ve been involved with more than 40 enterprise mobile implementations. Of these, I cannot think of a single project where the back-end system or the middleware provided all the necessary information for the mobile experience.
A critical concept for any large organization is the realization that mobile is not an extension of a Web site. In fact, it is the opposite. Smart companies are architecting the next generation of Internet sites with mobile in mind first. With the right mobile strategy in place, as a component of a larger, multi-channel framework, organizations will have a much better idea on where to functionally place the “mobile” responsibility, how to appropriately staff, understand the necessary technology implications and define success criteria from a marketing and business perspective.
