“Let me tell ya, you gotta pay attention to signs. When life reaches out with a moment like this, it’s a sin if you don’t reach back.” – Matthew Quick, Silver Linings Playbook
As Gartner proclaimed way back in 2014, customer experience is indeed the new battlefield for marketers. Now for most B2C enterprises, mobile is recognized as a key component of customer experience and core to business growth. Unfortunately, mobile’s vast potential has gone largely untapped, as most businesses aren’t willing “to go the extra mile” with mobile content, mobile paid search advertising, and push notifications, according to Forrester research. Even when “mobile-first” strategies have been executed, the results have not been promising.
To deliver more with mobile, marketers must put the customer first in every aspect of their strategy. To accomplish this in our always-on, always-connected mobile age, we must accept and embrace the fact that mobile isn't a discrete part of a larger marketing strategy that can be managed in a traditional, channel-centric fashion.
As is obvious from the smartphone we all carry in our purses or pockets and look at hundreds of time each day, mobile is everywhere all of the time. Metaphorically speaking, mobile is the glue that binds our daily "lived experience" together - the medium through which we consume, perceive and interact with the world around us.
Due to the level of intimacy and immediacy enabled by mobile, the opportunity has never been greater for B2C brands to engage with their stakeholders on a personal level. But, of course, with every great opportunity there is great risk. Delivering a irrelevant promotion or fragmented customer experience on mobile is exponentially more damaging to a brand's equity than it is on any other medium because of its intimacy.
Today's tech savvy mobile consumer certainly appreciates when brands add tangible value to their everyday lives through relevant interactions, promotions, knowledge, etc. In fact, most consumers expect concrete value via mobile. Much like in any personal relationship, brands must truly understand their customers on an individual level and be able to anticipate future wants/needs to meet the exceedingly high expectations held by mobile consumers.