5 reasons to start prioritizing mobile engagement

It’s no secret that people are mobile mad in this day and age. In 2011, there were already 6.8 billion people on the planet. 5.1 billion owned a cell phone, but only 4.2 billion owned a toothbrush. That’s an interesting, though somewhat disturbing, opportunity… whether you’re in the mobile or the toothbrush business.

Whether ‘mobile engagement’ is something that’s top of mind for you or whether it’s simply a vague buzzword you’ve heard of, opportunities to grab consumers’ attention and keep it, are in abundance. If you don’t prioritize or rethink your mobile engagement strategy, you’ll be the one missing out.

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From a recent Forrester report, Mobile Moments Transform Customer Experience, we put together 5 key reasons to start prioritizing mobile engagement:

1. The mobile mind shift

Mobile has become central to the customer experience. Whenever they need something, their smartphone has the answer. According to the report, every interaction taken on the smartphone “reinforces, in a Pavlovian way, the idea that the solution to every problem is on the mobile device. A shift of this magnitude transforms expectations. It should be central to your CX strategy.”

2. The great expectation

62% of smartphone users in the US expect a mobile-friendly website. 42% expect to find a mobile app. 23% expect that experience to change based on location. (US Mobile Mind Shift Online Survey, Q3 2013) Are you delivering on your consumers’ expectations?

3. The influence of mobile moments

Forrester simply defines a mobile moment as a point in time when someone pulls out a mobile device to get what they want, in their immediate context. Mobile creates an invaluable opportunity to transform your customers’ perception of your business or brand. “Because people carry their mobile devices with them at all times, mobile moments are the frontline of customer experience.”

4. The mobile shopping assistant

Smartphones have become consumers’ shopping assistants. A survey run by Forrester revealed that 50% of online US adults use their phones while shopping. This doesn’t necessarily mean direct sales generated through the mobile channel. According to a 2012 report by Deloitte, “the biggest impact of smartphones isn’t direct sales generated through the mobile channel, but rather the influence they exert over traditional in-store sales to drive in-store conversion and in-store average order size.”

5. The dependable device

Customers count on their phones for everything: Mobile banking; interactive maps; shopping; flight bookings; public transport; sharing of music, videos and other content; dating; and the list goes on. No matter the industry, there’s an opportunity for businesses and brands to reap rewards if they can manage to effectively use each mobile moment to engage their consumers.

Have you planned and outlined your mobile engagement strategy for 2016?

References:

  1. Forrester Research 2014: Mobile Moments Transform Customer Experience
    Mobile Experiences in Four Steps: Identify, Design, Engineer, and Analyze by Josh Bernoff, Julie A. Ask, Ted Schadler, and Ron Rogowski with John Dalton and Elizabeth Ryckewaert
  2. Delloite Digital 2012: The Dawn of Mobile Influence
    Discovering the value of mobile in retail

Grapevine’s comprehensive set of mobile messaging products allows brands and businesses to communicate more efficiently with their consumers on a daily basis, resulting in accelerated sales, marketing and customer service levels.

Contact us to find out how you can use mobile to propel your business.

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