The only constant is change, to paraphrase everyone’s favorite Greek philosopher Heraclitus. I would contend this certainly holds true for us in the technology business-especially online marketing & web analytics. If you step back and think about how the web has evolved in the past 10 years, it’s even more amazing to consider what we might expect to see in the next 10 years. And one of the most compelling areas of change will be in Mobile-with consumers and businesses accessing and interacting with web sites (and each other!) via a mobile device. This certainly represents great challenges and incredible opportunities for those of us in the profession of measuring all this mobile interaction and making decisions from it.
Over the past decade there has much talk and debate about “the three screens”- being TV, PC, and mobile. From the perspective of attention (and ad dollars), TV has received the most attention and focus. By most measures, it would be easy to conclude that TV is the “first screen” in most consumers’ lives. Yet my own anecdotal observations in the past few years have led me to conclude that the mobile device is rapidly becoming the primary screen– certainly for the busy, on-the-go tech professional if not already with many consumers. Think about the countless times as you’re traveling through an airport that you see the “Blackberry prayer”-someone hunched over, hands together, focused on furiously thumbing a message back to someone, or at least checking the scores on ESPN.com of their favorite sports team. Interestingly enough, a recent Nielsen Three Screen Report shows that consumers are spending more and more time on their mobile phones. In fact, this report revealed that adults aged 25–34 with mobile video subscriptions watched more hours of video on their mobile phone than on internet video! How many of you out there are measuring and analyzing the mobile traffic to your site, let alone how video is being consumed on mobile devices?
With that said, I am excited to share some of the recent innovation we’ve been cooking up in the Omniture labs. For those avid SiteCatalyst and iPhone users, we have just released the SiteCatalyst for iPhone now available on the iTunes app store. This enables online marketers who are on-the-go to take SiteCatalyst with them anywhere they’re traveling-at the airport, at home, in the car (pulled aside to the shoulder of course), or wherever their iPhone receives a signal.
Much like what Apple has done with PC’s, laptops, and MP3 players, the iPhone has certainly changed the landscape and dynamics in the mobile phone industry. This means your customers will soon be engaging your site in ways you may not have predicted. Don’t let these changes give your competitors a new advantage over you–learn what SiteCatalyst can do to help you better serve your (mobile) customers. As our good friend Heraclitus stated “The road uphill and the road downhill are one and the same.” Just make sure that hard uphill journey is the one your competition takes, while your understanding of your mobile customers enables you to coast downhill to online success.