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BizReport : Mobile Marketing : May 17, 2013

Report: Strong digital presence key to success

Mobile and online outlets are crucial to success, that is the takeaway from new data out from Apigee. The study indicates that brands who are 'high digital performers' are having more success than those who aren't focused on those online outlets.

by Kristina Knight

These high digital performers are investing in APIs, apps and other digital features.

"The data suggests an emerging digital divide as high-performing companies embrace core digital capabilities to move ahead," said Bryan Kirschner, director of the Apigee Institute. "The market is early yet, but executives recognize that investing now in building digital capabilities will yield a significant competitive advantage in the next 12 months, while digital laggards will be left behind."

Top digital performers are getting to market quicker, reporting higher performance margins and higher customer satisfaction. According to the report:

• 60% of high digital performers say they'll see 'big impact' from digital initiatives over the next year
• 62% believe digital will become even more important over the next 5 years
• 58% say their position will be even stronger in 5 years

"Competing in the app economy requires an understanding of new digital strategies and their future impact on market position," said Chet Kapoor, CEO of Apigee. "It's this simple: if you are a decision maker in a large company and want to stay relevant, apps, APIs and data should already be at the heart of what you do, or next on your list."

Nearly all of those surveyed believe apps and APIs will have a significant impact on enterprise results over the next year; financial revenues, they say, will be one of the most significant areas.

Tags: Apigee, app trends, mobile marketing, mobile marketing trends, mobile tips

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