Colin Kinsella, president Digitas North America, keynote speaker for the weekend edition of the Summit, assures the mobile experts gathered that the C-suite cares about they're doing. "In the last
four to six months, CMOs and CEOs have stood up and seen the tranformative power mobile can have," he said. But he said the top brass is still not satisfied with the mobile experience. Kinsella
highlighted three keys for mobile: People have to be able to find mobile sites; mobile has to be in the conversation consumers have about brands; and it has to be relevant in the purchase funnel. He
emphasized being found is the most important of the three points, making execution on a mobile site paramount. The agency's research shows that 40% of customers that have bad mobile experience will
head to a competitor's site, and 20% will have a negative perception of the company.
