Late last year we invited readers to participate in the Quarterly Digital Intelligence Briefing with Econsultancy. The response was fantastic with over 6000 marketing and ecommerce professionals around the world taking the study. The results provide some interesting insight to the marketing trends for 2015, with customer experience emerging as the most exciting opportunity of the year. Just behind customer experience, however, was mobile, which is the focus of my blog post today.
We have recently launched the research phase of our next Digital Intelligence Briefing which looks to gather input on mobile strategies. We’re looking to find out what mobile strategies will look like in 2015. Do the majority of companies have a dedicated mobile strategy? If not, what are the obstacles to adopting mobile. And for those companies who do have a mobile strategy how central is it to their overall digital marketing strategy? These questions help us assess the state of the industry and how to move forward in digital marketing in 2015.
When we ran this study last year only 13% of companies described themselves as being “mobile first”, and just 36% agreed they have a mobile strategy. Fast forward to 2015, have we seen a shift with more companies adopting and putting mobile at the centre of their marketing strategies. Not to be caught up by hype, it’s crucial to look at why it’s important; It will be a core platform for competition and differentiation as companies that embrace the trend towards mobile will out perform their rivals. We have seen a series of different developments over the last twelve months: Google’s treatment of Mobile friendly webpages in search, consumer expectation of a true mobile experience, as well as a trend towards mobile focused user experience design as we trade pointers for fingers. From our own research with the Adobe Digital Index (ADI), we saw that mobile accounted for 16% of online sales in the US in November to the end of December last year. And for the key shopping events of Thanksgiving & Black Friday this jumped to 29% & 28% respectively. In Europe, the trend towards mobile shopping is even greater, from our ADI prediction we see a 25% mobile share in the UK, & 17% in Germany for this two-month period.
According to Forrester: “In 2015, marketing leaders who have embraced the mobile mind shift will accelerate spending to create an insurmountable gap between themselves — the industry leaders — and the laggards who view mobile as just another channel.” Read more here: Top 10 Mobile Predictions for 2015.
Complete this survey and find out how your mobile strategy compares to your peers’. In return for taking part in the research, we’ll give you a complimentary copy of the resulting research upon publication including full access to benchmarking data.