Objectives of knowledge management

Challenge
Issue
Solution
One site or two? 
Mobile app
Should you transcode (‘ screen- scrape’) your 
main website into a standard mobile template 
to create a separate site, or optimise your site 
for mobile? Are mobile apps necessary?
Create one site, hosted on one URL, fed by 
one CMS rather than building a separate site, 
which requires duplicated content updates.
If there is a business case for mobile apps in 
terms of more revenue from apps compared 
to mobile sites, these need to be created 
for the main app stores, or native apps can 
be created (such as the FT.com example in 
Chapter 11).
Right content
Agree on a clearly defined content plan 
(news& info, entertainment, mobile 
commerce).
Offer content which mobile users want 
to access on their handsets: maps, info, 
shopping, social networking and coupons are 
the most popular mobile Internet activities.
UX
Smaller screen size and lack of keyboard 
make easy, simple navigation critical.
Use simple navigation; vertical not horizontal 
navigation. Icons are easier to access than 
text links, and appear more ‘ app- like’.
Personalisation
Personalised content maximises page views, 
extends dwell time, attracts repeat visits.
Build in behavioural, location and time- based 
components. (See responsive design section 
in Chapter 11.)
Promotion
Mobile users want to find you quickly and 
easily on the mobile Internet.
Use all media channels to drive traffic; use 
trackable links to detect which ones evaluate 
channel efficiency.
Source
: Smart Insights (2013).
Mini Case Study 3.1
If you’re thinking that location- based marketing is just for corporates with large budgets, the likes of Starbucks 
and McDonald’s, then think again. ClickZ (2010) has reported how AJ Bombers, a speciality burger bar in 
Milwaukee, attributed a sale increase of 110% to Foursquare. It has 1,400 people on its Foursquare page 
who have checked in 6,000 times. The mayor gets a free burger, and currently that’s ‘Amy’, who has had to 
check in 40 times in the last 60 days at the one- location establishment in order to achieve the distinction.
Engagement is also increased through people who add a tip to the restaurant’s Foursquare page, getting 
rewarded with a free cookie when they show it to a waiter or cashier.
The sales increase figure is based on a single campaign which saw 161 check- ins on 28 February, a 
110% sales increase when compared to a normal Sunday. Joe Sorge, owner of the restaurant, promoted 
an AJ Bombers- branded ‘Swarm Badge’ event to his Foursquare- using regulars. Such a custom badge is 
awarded to users who check in at a location where at least 50 other users are simultaneously checked in.
The restaurant owner advised that success involves implementing Foursquare as a regular part of 
operations:
Our staff encourages the use and engagement of Foursquare by virtue of our Foursquare specials being 
very prominent throughout our business. It encourages our customers to ask questions of our staff. 
Education of that staff is the key.
Location- based marketing
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Chapter 3
Managing digital business infrastructure
Table 3.3
Examples of objectives and strategies to achieve them for mobile platforms