Applying Digital Marketing Capability to Mobile
In this digital age, marketers have made significant strides in optimising the customer experience on their websites. Most recognise that providing an excellent, high-quality digital experience for the consumer is becoming increasingly important. Indeed, in our recent Digital Roadblock survey, we discovered that 51% of marketers view mobile as one of the most critical marketing vehicles to focus on a year from now. They also confirmed that personalisation will be integral to their company’s marketing moving forwards.
However, although significant advances have been made in this area, many have yet to apply the same rigor to their mobile channels as they do with traditional public websites. Analytics are not effectively applied to mobile apps or mobile sites, leaving marketers in the dark about how effective these can be.
Luckily, Adobe is here to help with our Marketing Podcasts. This podcast approaches the problem of how to apply digital marketing capability to mobile. We want marketers to get the most out of mobile, learn how to produce a clear and successful mobile strategy that will in turn achieve higher sales and revenue goals.
It may seem intimidating with mobile sites and apps being disjointed by nature and often organised separately from company websites, online services and other activities. This makes it difficult to activate a truly cross-channel customer strategy. Despite it looking difficult, we have a variety of guidelines for you to follow on help you on your way to mobile success.
Let’s use the example of John Lewis, a UK-based retail chain. They are catering to a variety of cross-channel consumers. Using Adobe Experience manager, they are able to create exceptional, personalised experiences in order to build stronger relationships with their consumers.
It’s clear to see that by improving the mobile experience for consumers, marketers can create new revenue streams and find new ways of driving customer loyalty. Mobile is part of the future of digital and it is up to marketers to move alongside it if they want to continue to find success.