I was surprised to read in the Financial Times (subscription required) recently that “two-thirds of companies in the FTSE 100 have websites that are difficult to use on smartphones”. The recent study found 69 of the companies haven’t yet optimised their websites for mobiles, with many “wasting millions of pounds” on sending visitors to sites that do not meet their expectations.
Another interesting point that caught my attention in the piece was made by Sam Roddick from Deloitte Digital that if big companies don’t move quickly to adapt their websites for mobile, they risk losing business to more nimble start-ups. It’s clear that big brands can no longer ignore mobile.
But what is it that’s holding them back? We’re now in an era where the tools and technology to implement, update and optimise web presence across channels and platforms is quicker and easier than ever before.
With the start of the New Year, now is as good a time as any for big companies to take a good look at their web infrastructure and think seriously about re-platforming. Just having a website and assuming most people will view it on a PC doesn’t cut it anymore, consumers expect to be able to shop, browse, research, engage with brands via smartphones, tablets, PCs, laptops, even their TVs. Whenever they want and wherever they are. This experience should be tailored to each customer, depending on what device they are on.
It’s clear that companies need to look for a platform that can deliver consistent web experiences no matter the screen size, browser or operating system and that can be managed centrally so updates can be made quickly. Crucially they should also look for one that can examine and feedback on how customers are engaging so that web strategies can be refined according to where successes are achieved.
At Adobe, we’ve been working hard to address these needs and have developed tools which meet the dynamic needs of marketers today. Using Adobe Experience Manager, marketers can create, manage, and optimise customer experiences to build brand, drive demand and extend reach into the digital world.
Specialist bank and asset manager Investec invested in web content management tool Adobe Experience Manager to help it manage global website content. The impact has been striking: since going live Investec has more than doubled its online traffic, vastly increased the volume of both global and local content published, and laid the foundation for multichannel communication, notably mobile. Externally – Investec saw a 130% increase in website traffic, as the new service increased website reliability for all the countries with quick load times, ensuring a seamless customer experience across all platforms and devices, be that an iPad, smartphone or laptop, to ultimately fit in with their core customer’s dynamic lifestyles. Now wherever Investec’s clients go, and wherever its business takes it, it is able to deliver a rich mobile experience that meets its highly valued client expectations.
In 2012 Ofcom reported that 39% of people in the UK use their mobiles to access the internet, this is clearly a big opportunity for brands and one that Carphone Warehouse was quick to take advantage of. The UK retailer of mobile phones and other consumer technology products used data to change its mobile strategy after research revealed that 23% of internet visitors were accessing websites through mobile channels, and that 22% of all retail purchases were browsed on a smartphone prior to purchase. Seeing this channel as key to its online marketplace, it decided to prioritise its mobile experience. Using solutions from Adobe Marketing Cloud, Carphone Warehouse developed a tailored mobile experience and using the analytics function were also then able to gain deeper insights into its mobile audiences to further refine its mobile strategy and marketing programmes.
Based on these examples – my question to those 69 FTSE 100 companies is, what are they waiting for?
Tresilian Segal, Head of Marketing, Northern Europe
Digital Marketing Business Unit, Adobe