Customer engagement
Forrester’s report, “The Mobile Technology Firms Use For
Consumers: 2014,” finds that 21 percent of US consumers have made the mobile
mind shift – defined as expecting to get anything they want on their mobile
device in their moment of need.
While 53 percent of digital business executives cite
increasing customer engagement as at a top mobile priority, 46 percent have
$500,000 or less to spend on digital initiatives in total, leaving 68 percent
of respondents without the budget needed to support successful mobile
initiatives.
More than 60 percent have developed a native Android or iOS
app, and a further 19 percent plan to build one, according to the report. Just as with mobile devices, firms are also
prioritizing the development of tablet apps as their installed base grows and
overall revenue potential increases.
“Marketers view apps as the most important mechanism and
experience to engage consumers on mobile devices,” said Ms. Ask, co-author of
The Mobile Mind Shift.
“The app gives them the most flexibility to offer services
while also allowing for consumers to opt in for push notifications and other
features.
“Apps are more contextual and as a result, better experiences
if the marketers can drive downloads,” she said.
Beyond basic app development, most firms lack the resources
to build out user interface design, analytics or marketing solutions.
“They are doing project-based work and buying media rather
than putting strategy and infrastructure in place to support longer term
marketing goals,” Ms. Ask said. “They are focused, so to speak, on the small
"m" in marketing rather than the big "M."
“Talent is also scarce,” Ms. Ask said. “Mobile isn't that
high of a priority for a lot of brands – yet.
The report contradicts expectations that budgets allocated
toward mobile will grow significantly this year as leveraging mobile to enhance
consumer convenience becomes an important component of marketing strategy.
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