Smartphones have transformed the path to purchase and are now the access point for engaging with consumers on multiple channels, yet mobile is often viewed as a distinct tactic rather than integrating it with marketing strategy as a whole.
What is the most efficient way for marketers to address this new reality? The answer lies in owning as many mobile moments as you can during the inspiration, research, buying, and post-purchase phases. Owning these moments comes as a direct result of leveraging the six fundamental engagement points: voice calls, texts, emails, online browsing, apps, browsing while in-store.
Half of these fundamental engagement points are offline, yet only 7% of 250 marketers surveyed by CMO council in Q1 2017 were confident they are able to deliver real-time, data-driven engagements across the online-offline gap on mobile.
This represents a significant opportunity for most marketers especially given that mobile phones influenced ⅓ of offline sales in 2016 out of a total of $3.39 trillion.
Here’s a stat worth tweeting:
⅓ of offline sales was influenced by mobile phones in 2016. Tweet it!
The Missing Mobile Strategy
Why are only 7% of marketers confident they have the data to optimize engagements from online to offline? It comes from the prevalent perception of mobile as a tactic, when in reality it needs to be fully integrated into marketing strategy and customer journey to reflect the dominance of mobile on the path to purchase.
An eConsultancy report supports that view: less than half of marketers had a mobile strategy in place in 2016. Amongst retailers that number was slightly higher at 54% (Forrester). Even for those that do, the point of focus was mobile as a sales point - in effect, missing the forest for the trees. Seeing mobile as sales point only catches one touchpoint out of many in the evolved path to purchase and reflects a differentiated strategy for mobile.
Mobile Strategy Means More than "Mobile-friendly"
Having a mobile strategy in place means more than just making a website mobile-responsive, a given in today’s landscape, but it’s about recognizing mobile as a fundamental touchpoint in every stage of the customer journey. (To see all the possible touchpoints, take a look at our infographic on mobile marketing).
We’ve all seen these discrepancies between the experience offered by a website and the one on the app, where one offers only limited functions as compared to the other. And this isn’t just an issue for smaller companies but one seen in even the most tech-savvy companies.
If marketers will shift how they look at mobile marketing and set aside the budget to invest, they will begin to see the effects immediately on the rate of conversion.
Stay tuned for Own Mobile Moments: Part 2 next week.