What will your mobile strategy look like in 2015?

Late last year we invit­ed read­ers to par­tic­i­pate in the Quar­ter­ly Dig­i­tal Intel­li­gence Brief­ing with Econ­sul­tancy. The response was fan­tas­tic with over 6000 mar­ket­ing and ecom­merce pro­fes­sion­als around the world tak­ing the study. The results pro­vide some inter­est­ing insight to the mar­ket­ing trends for 2015, with cus­tomer expe­ri­ence emerg­ing as the most excit­ing oppor­tu­ni­ty of the year. Just behind cus­tomer expe­ri­ence, how­ev­er, was mobile, which is the focus of my blog post today.

We have recent­ly launched the research phase of our next Dig­i­tal Intel­li­gence Brief­ing which looks to gath­er input on mobile strate­gies. We’re look­ing to find out what mobile strate­gies will look like in 2015. Do the major­i­ty of com­pa­nies have a ded­i­cat­ed mobile strat­e­gy? If not, what are the obsta­cles to adopt­ing mobile. And for those com­pa­nies who do have a mobile strat­e­gy how cen­tral is it to their over­all dig­i­tal mar­ket­ing strat­e­gy? These ques­tions help us assess the state of the indus­try and how to move for­ward in dig­i­tal mar­ket­ing in 2015.

When we ran this study last year only 13% of com­pa­nies described them­selves as being “mobile first”, and just 36% agreed they have a mobile strat­e­gy. Fast for­ward to 2015, have we seen a shift with more com­pa­nies adopt­ing and putting mobile at the cen­tre of their mar­ket­ing strate­gies. Not to be caught up by hype, it’s cru­cial to look at why it’s impor­tant; It will be a core plat­form for com­pe­ti­tion and dif­fer­en­ti­a­tion as com­pa­nies that embrace the trend towards mobile will out per­form their rivals. We have seen a series of dif­fer­ent devel­op­ments over the last twelve months: Google’s treat­ment of Mobile friend­ly web­pages in search, con­sumer expec­ta­tion of a true mobile expe­ri­ence, as well as a trend towards mobile focused user expe­ri­ence design as we trade point­ers for fin­gers. From our own research with the Adobe Dig­i­tal Index (ADI), we saw that mobile account­ed for 16% of online sales in the US in Novem­ber to the end of Decem­ber last year. And for the key shop­ping events of Thanks­giv­ing & Black Fri­day this jumped to 29% & 28% respec­tive­ly. In Europe, the trend towards mobile shop­ping is even greater, from our ADI pre­dic­tion we see a 25% mobile share in the UK, & 17% in Ger­many for this two-month period.


Accord­ing to For­rester: “In 2015, mar­ket­ing lead­ers who have embraced the mobile mind shift will accel­er­ate spend­ing to cre­ate an insurmountable gap between them­selves — the indus­try lead­ers — and the lag­gards who view mobile as just anoth­er chan­nel.” Read more here: Top 10 Mobile Pre­dic­tions for 2015.

Com­plete this sur­vey and find out how your mobile strat­e­gy com­pares to your peers’. In return for tak­ing part in the research, we’ll give you a com­pli­men­ta­ry copy of the result­ing research upon pub­li­ca­tion includ­ing full access to bench­mark­ing data.

Click here to take the survey