Mobile web strategy must be based on clear, common business objectives with targets defined in both of these areas.

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We know that CMOs want to be more involved in determining mobile web strategy and direction. But in 44% of organizations, the CIO has ownership of mobile web strategy.What about sharing ownership? Fight on…

the fight for mobile web strategyCMOs vs. CIOsA Netbiscuits Survey – September 2013

ATTITUDETOWARDS OBJECTIVES

WHO HAS CURRENTOWNERSHIP OF MOBILE STRATEGY?

On average, websites are tested on approximately 10 devices. This means that brands are potentially ignoring up to 52% of mobile tra�c, according to Netbiscuits Web Trends data.

CMO

CMO

CIO

CIO CMO CIO

DEDICATED FUNCTION JOINT CMO-CIO

CHALLENGES OFIMPLEMENTATION

MATCH OUTCOME

CIOCMO

75%

50%

1ROUND

2ROUND

44%27%21%8%

3ROUND

FIGHT FOROWNERSHIP

4ROUND

5ROUND

THE CASE FORDUAL OWNERSHIP

CM

O

CIOFOCUS:

CustomerExperience

FOCUS:Technical

Challenges

providing customers with a greater number of channels for interaction improving customer engagement

believe that testing is critical or very important to improving customer experience

A structure must be established that enables the CMO to take ownership of the customer experience.

The CIO must take ownership of how to

standardize and deliver that experience.

CMO

CIO

OTHEREXECS

10%20%30%

10%20%30%

82%CRITICAL

NONCRITICAL

76%

AG

REE

AG

REE

think that mobile web strategy should be more of their function believe they need more control

0% 10% 20% 30% 40%

0%10%20%30%40%50%

CIOCMO51% 9% 0% 10% 20% 30% 40%

0%10%20%30%40%50%

CIOCMO38% 18%

44% 29%

0%

100%

9%

23%30%