While some brands make impressive investments in mobile, others have failed to optimize content for the small screen. This interactive tool divides the 100 brands from L2’s Mobile report into quadrants based on their mobile strategies, taking into account both mobile content and marketing investments.
Leaders match their strong investments in content and commerce with aggressive mobile marketing initiatives. Brands in this category regularly incorporate deep links in mobile search results, deploy strong mobile creatives, and execute sophisticated content features on mobile sites and apps. Store locators not only guide customers to brick-and-mortar locations, but also promote omnichannel services. These brands successfully use mobile as a conduit to support e-commerce and in-store shoppers alike, providing a cutting-edge omnichannel experience. Leading brands include Best Buy, Patagonia, and Kohl’s.
Content-First Brands prioritize mobile content over mobile marketing. These brands allow shoppers to access a broad range of features on mobile, including product videos, account functionality, and store locators. Brands in this category not only adapt existing content for the mobile environment, but also deploy innovative new features designed specifically for mobile. Content-first brands include Glossier, Sephora, and Gap.
Marketing-First Brands are mobile advertising experts, investing in mobile search and a variety of paid media formats to fuel conversion. These brands also understand the intricacies of geotargeting as a means for retargeting. New Balance, Nine West, and Pier 1 Imports all belong to this category.
Laggards achieve below-average performance in content and marketing. These brands have not devised a sound mobile branding strategy and forgo key features on their site and apps. Brands in this category fail to optimize search and email, neglect to tailor their content to specific mobile audiences, and rarely link to their mobile properties from marketing channels. Sears, Acer, and Prada belong to this category.