It’s not enough just to have a digital strategy anymore. Your company needs to be transformed into a digital-first organisation. Companies around the world – from Fortune 500 firms down to small family businesses – are in the midst of massive digital transformation right now.
Companies that are handling this digital transformation well are taking over their markets. Those that adapt too slowly are already losing market share to faster, more agile players.
But digital transformation alone isn’t enough. The transformation needs to focus on the touch points where the most customer engagement is happening. And in terms of numbers, mobile is at the forefront of the customer’s digital experience.
And yet, many companies – even those that are in the midst of a transformation to put digital first – continue to focus on other aspects of the digital user experience, like websites and in-store digital touch points, at the expense of mobile.
This is a major mistake.
At a recent event in London, Driving Continuous Engagement Using Mobile Platforms, I spoke with my colleagues and our partner Ensemble about the opportunities available for mobile optimisation and how the Natural History Museum (NHM) in London is building an interactive user experience of the museum via its new app.
The scale of mobile moments
The numbers involved with mobile tell a fascinating story. As consumers, we’re reaching for our mobile first and more often. Deloitte Digital’s 2015 Global Mobile Consumer Survey found that a full 92 percent of users look up products and reviews while out shopping. Another 81 percent check social media feeds and account balances while eating out. And 89 percent at least glance at their mobile devices while relaxing at the park, watching TV, or spending some other kind of leisure time.
By and large, these customers aren’t checking in on laptops. A June 2015 eMarketer survey found that users spend an average of 37 percent of their day with their smartphones – far more than any other device – and that number has more than quadrupled over the last five years.
As marketers, we need to have a mobile strategy that encompasses mobile web and apps. A 2015 survey by comScore found that 72 percent of digital moments take place on smartphones – and that a full 65 percent of those smartphone moments happen within apps, as opposed to in a browser.
Mobile strategy for the NHM
The Natural History Museum has recognised the need to prioritise mobile as part of its transformation. Currently the UK’s third most visited attraction and the world’s eleventh most visited museum, the NHM receives 5.3 million visitors annually – but more than 10 million web visitors in that same period. Most of these visitors are connecting via a mobile device.
To capitalise on this, the museum has put a visitor activation strategy in place. This strategy approaches mobile as a major entry point to the digital funnels designed to drive visitors to other platforms and services. The goal of this strategy is to “engage with users via their own devices, on tech they understand.”
To realise this strategy, NHM wanted a single platform that could provide a multichannel content management system, the ability to create and publish hybrid apps to reduce development load, and the opportunity to minimise the number of different platforms and data silos necessary to run the museum’s digital marketing, personalisation, and testing solutions.
Enter AEM Mobile and Ensemble. Adobe supplied the software and development support, Ensemble designed the experience and developed reusable components, and the NHM team handled the content development and coordination. Once the design requirements had been finalised, the build phase of the project took only two months – with two weeks for testing and release to the public.
The initial results have been fantastic. NHM has seen a 50 percent development cost savings by reduced dependency on external suppliers. The museum has also realised cost savings through better management of translations and reuse of templates across the website and mobile app, since Adobe Experience Manager powers both the NHM website and app. And NHM has also empowered its own staff to manage, test, and optimise the mobile experience.
To learn more about the NHM’s experience with AEM Mobile, you can watch a full presentation from the NHM team at our recent customer Summit event here.
The NHM experience is a great example of a mobile transformation project, supported by the Adobe Marketing Cloud solutions and a skilled partner. In fact, the Adobe Marketing Cloud enables mobile-first digital transformation in four ways.
First, we enable the building and management of mobile apps. Second, we streamline the process by which consumers acquire those apps, via the App Store and Play Store. Third, we analyse consumers’ usage of those apps, to see where they’re engaging and where they’re bouncing. And fourth, we enable the engagement of those consumers with personalised text messaging and emails, targeted Google ads, and location-specific offers within the app. Our analytics on that engagement feed back into our next app optimisation cycle, where the process begins again.
In other words, iteration is the key to mobile innovation. To become a mobile-first digital company, you need to de-silo your mobile strategy. Instead of thinking of mobile as an advertising channel, you need to think of it as a central component in all your customer-facing activities, from marketing to support.
The latest Adobe technologies help you iterate over that mobile optimisation process, so your mobile experience will be adaptive and engaging enough to maintain your market share – or, better yet, keep growing it.