Subpar Mobile Experiences Result In Slower Growth And Less Loyal Customers
by Kristine Hamlett
posted on 02-27-2019
Remember when your mobile phone was used solely for conversation? Seems like ancient history considering how quickly they’ve become our go-to device for networking, gaming, getting directions, tracking our health, shopping, and so much more. It’s no stretch to say our smartphones have become a necessity for everyday life, and a new study by Adobe confirms that reliance.
In fact, 89% of respondents to our survey of more than 1,000 adult consumers in the U.S. agreed strongly that they need a device while on the go, while one-fifth said they cannot live without their devices.
These findings make clear the opportunity for brands to create engaging, mobile-first customer experiences, according to Bridgette Darling, Digital Experience Product Marketing Manager, Adobe.
Mobile is a central part of a consumer’s day
The Adobe study found 54% of Americans rely on their smartphones when they’re home. Over the past year, they increasing have been using their mobile devices for banking (39% more), scanning documents (34% more), and sending money (29% more). Additionally, mobile has become the preferred method for shopping. Specifically, consumers are using their devices to peruse electronics (49%), bank (47%), order food (46%), research a trip (42%), and browse for clothes (39%).
In this age of hyperconnectivity, consumers also are increasingly reliant on mobile apps and other forms of mobile communication—meaning mobile is no longer just a “channel” but an extension of the consumer, Bridgette explained.
“Smart marketers understand the central role mobile plays in everyday life and recognize that mobile touch points must add to the customer experience,” she said. “Mobile apps, in particular, must be compelling enough to earn the initial download and also useful enough for consumers to want to use all the time.”
Right content, right place, right time
If your business sells a product, it’s key that you have a mobile presence, not only to engage with customers, but to do so in a way that stands out and creates a memorable experience. These instances, or “mobile moments,” can lead to positive brand recall and convince customers to return.
However, beware of potential pitfalls. With the inundation of mobile ads, more than 50% of consumers said the offers they receive are simply OK, while close to 80% said most offers they receive are irrelevant. “This is an opportunity for marketers to be more personal and targeted with the way they’re communicating with their consumers,” Bridgette says.
Just OK mobile experiences can equate to slower revenue growth and less loyal customers. SO what do customers want? Almost 50% of consumers surveyed said they want offers and deals, which is great, but 50% also want the ads to be less intrusive.
For marketers to get the mobile experience right, it’s crucial their companies have a technology infrastructure that can communicate with various back-end systems. This provides visibility into the customer’s journey and helps to nail the timing of what messages (or ads) go out and when. A cross-channel strategy must include mobile integration to ensure you serve the right content to the customer at the right time.
With the Adobe Experience Cloud, brands can mange mobile journeys end-to-end. Adobe Analytics allows marketers to analyze in-app behavior, perform lifecycle analysis, and create audience profiles which can be shared with Adobe Campaign. In addition, Adobe Target allows marketers to optimize the mobile app and mobile website experience with capabilities such as geolocation targeting, multivariate testing, and product/content recommendations.
Adobe Campaign allows marketers to orchestrate and automate mobile messaging strategies, allowing brands to engage with customers through mobile channels, including push notifications, SMS, in-app messages, and mobile email.
Mobile apps can be an important part of the customer experience. Fifty-five percent of consumers surveyed revealed they choose a mobile app over a mobile web site when they want to interact and form a connection with a brand. Our Adobe study revealed that the potential for discounts or special offers are good incentives to get people to download apps. The challenge is to identify new and unique ways for a consumer to interact with your brand, while delivering a stellar customer experience.
“Brands have to think about what specific role their app plays in the customer experience and figure out a way to make the app both useful and personal to the consumer. How they communicated with their customers through that app is equally as important. It cannot be considered or treated like the customer’s email inbox,” Bridgette says.
Mobile in the middle
Mobile devices are now at the centerpiece of consumers’ lives, both personally and professionally. Their expectations have grown just as quickly: They want mobile experiences that are easy-to-use and help them in them everyday lives easier. They want to receive relevant messaging and ads at a time they’re ready for them. They want to feel like the technology they’re using knows and understands their wants and needs.
Brands that can understand what customers want and need and create a mobile experience strategy around them will win, Bridgette says. “The key is to understand the use case, value, and need of the mobile experience and where that fits into the customer journey,” she said. “Creating a mobile marketing strategy that will deliver the best possible experience for the customer is crucial.”
Go deeper into the last decade of mobile maturity and where industry leaders think it’s heading here. Mobile viewing (obviously) recommended.
Topics: News, Digital Transformation, Personalization
Products: Experience Platform, Analytics, Campaign, Experience Cloud, Experience Manager