Are businesses ready for mobile consumers?
Today, I see the amount of time and money people are spending on mobile devices growing rapidly and yet many businesses don’t have a strategy optimized for a mobile world. In many cases large incumbent organizations or industries are well behind in the adoption of an untethered life. Leaving me with a puzzled conclusion, at what cost? Could we see more businesses stubble like Borders as they fail to move with the cultural, behavioral and contextual needs of the untethered consumer?
In a survey be eMarketer, which tallied responses from just over a thousand US adult smartphone owners, found so intriguing yet impactful insights:
– Mobile presences lead to mobile purchases. This sounds like a no-brainer: Shoppers are more likely to buy a product or service if your engagement strategy is optimized for mobile. Three quarters said they are more likely to return to a site in the future if the experience on mobile is good. Fairly simple ideas, that very few can execute well.
– If your site isn’t optimized for mobile, shoppers will go elsewhere. If they can’t find what they’re looking for on your site, they’d sooner seek out a competitor’s mobile-friendly experience instead of switching to a PC to revisit yours. This staggering trend is common in so many industries. I’m often left dumb founded by the output of companies that have almost limitless resources, yet haven’t brought themselves to understand that mobile customers aren’t the same as desktop customers.
– A bad mobile experience can damage a company’s brand. A bad mobile experience can create bad feelings about your company. Nearly half of participants in the survey said they feel frustrated and annoyed when they happen across a site that’s not mobile-friendly, and that it makes them feel like a company doesn’t care about their business. More than half said a poor mobile experience makes them less likely to engage with a company in the future. In a world where contextual experiences matter, this is huge. Once a larger majority of the world’s population is untethered, you don’t want to be the brand that carries baggage of bad brand experiences.
So I bring us back to the question I get everyday, how are mobile technologies changing our lifestyle, our everyday life? How have they impacted our culture, our behaviors and our expectations of brands? And what does all this mean for an organization hoping to survive in the modern era?
If you’ve been in business for more than ten years, then it’s highly likely you’ve never considered mobile a vital part of how you do business, and that includes those organizations that already have mobile applications, and entire mobile teams. But its’ the younger companies that continue to flex their technology savvy muscles, showing the remainder of the business world that mobile should be the central part to strategy.
I wrote my latest book Mobile Ready with the simple aim of helping business leaders shift their mindset into the mobile era. Placing them for stronger success and engagement in a world that has dropped its relationship with physicality.
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