Sitecore, a global leader in experience management software, released the second half of a global study conducted in conjunction with Vanson Bourne, surveying 450 brand marketers in 11 countries about their attitudes and strategy for the consumer mobile experience.
The research shows that a majority of brands are unprepared when it comes to implementing a mobile strategy and are not allocating sufficient resources to maintain, adapt, and improve the mobile experience in a fashion that aligns with dynamic consumer expectations.
Although 97% of brands believe a good mobile experience impacts customer loyalty, 41% have either no mobile strategy in place, or have some form of mobile strategy that has yet to be implemented. Meanwhile, 70% believe that their organisation will not deliver on a mobile experience strategy for at least six months.
Of the brands planning or beginning to implement a mobile experience strategy, 98% reported that the organisation has been affected by the focus on mobile customer experience in some way. For 53% mobile investment has led to structural reorganisations or altogether new teams and departments, while for 46% it has led to budget reductions in other areas of the business to allow for additional investment.
“As mobile devices have overtaken PCs for Internet access, brands must include the mobile environment when defining the customer experiences they deliver,” said Scott Anderson, CMO, Sitecore. “Consumers now expect a contextual experience inclusive of mobile and will reward brands with loyalty for doing so while punishing those that don’t with decreased business. All consumers today should be considered the mobile consumer.”
According to Simon Hacking, online marketing manager at Chester Zoo, “Mobile is absolutely fundamental to what we do and accounts for 70% of visits to our website, so it’s very important that we get the experience right every time. By deploying Sitecore, our mobile app is able to deliver personalised content that matches the location of individuals in the zoo.”
Brands and consumers (respectively) agree:
- a total of 97% and 76% affirm that seamless mobile experiences have an impact on brand loyalty.
- security features (such as password log-in), speed and convenience are the top three factors that make a good mobile experience.
- a total of 96% and 66% agree that mobile expectations and requirements will change within the next three years.
- only 23% of brands are able to measure their mobile experience performance based on KPIs.
- only 48% of brands report that their organisations are delivering a seamless mobile experience to their customers.