ON THE MOVE WITH YOUR CUSTOMERS
Last year Adobe issued its annual survey results on digital marketing. The report provides excellent insights into how businesses are continuing to respond to and capitalize on social media. I highly recommend the report. It makes a point about mobile that many organizations overlook:
“ Mobile isn’t a channel. It’s a platform for interaction, engagement and sales that is quickly moving to rival the desktop. To treat mobile as standalone silo is a mistake of structure. Like digital itself, mobile should be woven into the fabric of every marketing strategy and tactic and aligned to key business goals. ”
This is a vital and relevant point because although many companies are on board with mobile, much work remains to be done to maximize its benefits. For example, here are additional survey results answering the question “does your organization (or do your clients) have a mobile strategy?”
- 34%—Yes, we/they have a defined mobile strategy that goes out at least 12 months.
- 45%—No, but we/they are working on it.
- 21%—No, we/they don’t have a mobile strategy.
If your organization isn’t in that “yes” category, then you cannot truly claim to be on the move with your customers. That means you are missing sales, growth, and profits. I don’t know about most people, but if I am trying to do something on my mobile device and that Web site is clunky or hard to use, I’m gone! Perhaps your company needs to take a fresh look at mobile today.
