Objectives of knowledge management

Objectives
Substantiation (informed 
by situation analysis or 
insight, for example)
Strategies to achieve
goals
Key performance 
indicators (critical
success factors)
1. 
Reach objectives
.
Deliver 2 million mobile 
site visitors in year.
Extrapolation of current 
growth in mobile segments 
on current site plus 
+
25% 
increment from promotion in 
other digital channels.
Start investment in Google 
AdWords for mobile and 
mobile display networks.
Use device detection to 
access mobile site.
Promotion in-store.
Clickthrough rates from 
mobile- specific campaigns 
and impression share 
delivered by AdWords.
2. 
Act objectives
.
4% add-to-basket visit 
conversion rate from 
mobile.
This conversion rate is 
around two- thirds of desktop 
site conversion. Consistent 
with reported industry 
examples.
Develop mobile site- specific 
search.
Mobile site merchandising.
Mobile site search % and 
add-to-basket rates.
Promo clickthrough rates.
3. 
Convert objectives
.
Mobile AOV 
=
£35
Mobile visit to sale
conversion 
=
2%
This conversion rate is 
around two- thirds of desktop 
site conversion. Consistent 
with reported industry 
examples.
Initial implementation of 
mobile checkout. This will be 
optimised in future years.
Microstep conversion 
within checkout process.
Registration process for 
new customers.
4. 
Engagement objectives
.
Customer satisfaction 
ratings of mobile
experience at 80%
of online.
Reviews placed and 
repeat- customer 
conversion at 80% of 
offline rates.
It is expected with the new 
mobile site that satisfaction 
ratings and repeat purchase 
percentages will be slightly 
lower, but this is unknown. 
We need to check thatemails 
are still successful in 
generating reviews.
Combination of strategies:
Email and mobile messaging 
specific to mobile site 
purchasers.
Mobile couponing.
% of reviews.
Source
: Smart Insights (2013) mobile marketing framework.
also provide security – each user can be authenticated since each wireless device has a unique 
identification code; their location can be used to tailor content; and they provide a degree of 
privacy compared with a desktop PC. An additional advantage is that of instant access or being 
always-on; here there is no need to dial up a wireless connection. Table 3.4 provides a summary of 
the mobile or wireless Internet access proposition. There are considerable advantages in compari-
son to PC-based Internet access, but it is still limited by the display limitations.