Mobile browsing will exceed Desktop in 2014.
Our research shows that 48 percent of organizations have optimized for mobile, yet moving into mobile and being available to your customers in the context, device and location, they need is necessary to move up to Stage 2 Radiate of the Customer Experience Maturity Model.
Mary Meeker the internet doyen from Kleiner Perkins, says that even though the growth of internet users is slowing the growth of mobile internet users is accelerating – the growth of mobile data traffic is exploding. It’s up 81 percent with most of the growth in video.
The topmost consideration is meeting your customers in the context they need and prefer. If they are in a store and need information, meet them there. If they are on the factory floor and have a tablet, meet them there. Meet your customer where they need you with content that is usable in the format for the device they use.
This isn’t just teenagers shopping retail, although our research shows that E-commerce is leading the shift to mobile with 62 percent having optimized for mobile devices. As an example of how wide ranging mobile access has become, one of the authors was talking to the owner of local landscape maintenance company when the owner’s smartphone range. The owner listened, and then told his crew foreman on the other side of the county, “Send me a picture of the piece.” He then received a picture of a lawn irrigation valve that had failed. The owner called a local supply house, located the difficult-to-find replacement part and had it waiting at the supply house for his foreman to pick up within the hour. It took the owner about five minutes on his phone, kept a maintenance crew working and earning rather than delaying a job, and made the homeowner happy with a job that was completed quickly. When the author commented to the landscape maintenance owner about the time saving, the owner replied that even though they were a small company they were growing rapidly and they did all their estimating, bidding, and proposals over mobile or tablet devices. His company continues to outgrow his competitors by a rapid rate and they have a great rating on Yelp.
The opportunities to reach out to your customers in the channel they prefer is not just limited to B2C, ecommerce or small business. One example is the mobile app being developed that enables field engineers to research and select the best industrial lubricant for a job while they are in the field hundreds or thousands of miles from their desk.
Moving up to Stage 2 Radiate has an internal meaning to marketers. It is more than just meeting your customers in a new channel. It means changing your mindset to meet the customer in their context and serve them with what they individually need. Developing a mobile outreach is the beginning of a personalization mindset for marketers. It’s the first step in marketing moving past “one size fits all” and recognizing that each customer has unique needs.