Our recent data has shown that mobile is now the main starting point for consumer engagement with any brand. Consumers are demanding more satisfaction in their mobile experiences, and if they don’t find it, they are empowered to research and find a brand with a better experience within minutes. Brands must be able to meet these mobile customers at that key moment with a relevant message, on their chosen channel, or risk losing them completely.
This chosen channel is now predominately the smartphone. Ninety-two percent of respondents to our recent mobile consumer report say that their smartphone is their primary device. Tablet usage is lower, and the ways that consumers use tablets are more similar to the way they use desktops and laptops than to how they use phones. By designing digital experiences that work well on the smartphone, marketers will realize increased returns from their campaigns as customers stay engaged.
The latest Adobe and Econsultancy Intelligence Briefing underscores the importance of developing a mobile strategy. The report summarizes responses to a survey that was sent to businesses and agencies worldwide. Organisations with defined mobile strategies report more success in several key areas of marketing performance than organisations without a defined mobile strategy. These performance advantages include:
- Knowing the proportion of traffic that comes from mobile devices.
- Understanding how mobile fits into the customer journey across devices and channels.
- Tracking customers across different devices when they choose to authenticate and log in to the experience.
- Tracking the effectiveness of media in driving user acquisition for mobile apps.
These benefits are compounded by the rising proportion of digital traffic from mobile devices. From 2014 to 2015, growth was flat with agencies reporting a rise from 33 to 34 percent and companies reporting 31 percent for both years. But for 2016 these proportions rose to 39 and 37 percent respectively.
Although there are clear benefits to a defined mobile strategy, only 20 percent of the responding businesses reported that their mobile strategy is well-defined, so in absolute terms only a small percentage of companies are reaping these benefits. Marketers report several challenges to continued improvement. Lack of resources (budget and staff) is most often reported. These limitations result in delays in updating apps as well as hindering a detailed understanding of consumers’ needs. “Lack of knowledge or understanding” was the second highest reported barrier. An example of this can be seen where 71 percent of companies that use apps measure their success by total downloads rather than using nuanced measures that probably give a better picture of real success.
The number of organizations that are focusing on mobile has risen sharply over the past 2 years, with 27 percent of companies reporting they are mobile first compared with 13 percent in 2014 . 62 percent of company respondents believe that mobile traffic will be more than half of their overall digital traffic in the next 12 months. The overall numbers of mobile-proficient companies is low now, but the trend indicates that these numbers will increase quickly. There is still room for companies to improve their practices and importantly, there is still room at the top for the businesses that can make this transformation soon. The opportunity costs will mount for those that don’t. You can find more details and assess your own company’s position by downloading the full report.