Study: 41% of brands report not having a mobile strategy

Dive Brief:

  • Research from Sitecore, an experience management software firm, on mobile marketing found that 41% of brands surveyed surveyed reported having either no mobile strategy or a strategy that hasn’t been implemented.
  • Nearly three-fourths (70%) reported not being able to deliver on a mobile experience strategy for at least six months.
  • The low adoption figures stand out against the 97% of respondents who said a good mobile experience impacts customer loyalty.

Dive Insight:

Consumers are spending more and more time on their mobile devices, and what's more, is that new research points to smartphone device ownership likely surpassing TV ownership in the near future. According to Recode, citing the Consumer Technology Association, Americans now have almost as many smartphones as TVs. Those stats alone should be enough fuel to get brand marketers thinking mobile-first.

Charlotte Ziems, vp of content marketing and editor-in-chief at Sitecore, told Marketing Dive, “Our research shows brands need to focus on three things—security, convenience, and speed—to better satisfy consumer expectations of the mobile experience. Consumers need to know their personal data is secure, and they want to be able to make purchases quickly.”

What was very telling with Sitecore’s research was even though almost all marketers agreed that having a good mobile experience is valuable for brands, a discouragingly low number currently have a strategy in place to deliver that mobile experience for their customers.

"Convenience points to the need for brands to deliver a seamless experience across devices and websites, which only 48% claim to be delivering now," Ziems said describing what a successful strategy might entail. "Brands need to focus on integrating mobile with other channels so they can collect information in real-time about mobile interactions and personalize the entire consumer experience, not just what they deliver on their website."

The Sitecore research was conducted with Vanson Bourne and included 450 brand marketers in 11 countries.

Filed Under: Trends Mobile
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