The Risks of Poor Mobile Strategies

In today’s world, most people—or at least, most people who are deemed attractive by brands and sales teams (meaning: have purchasing power, with values that represent or embody a certain brand)—are mobile. With rapid advancements in mobile consumer behavior, the populace enjoys 24/7 connectivity—a fact that brands and marketing professionals should take advantage of.

The age of the 24/7 mobile consumer is relatively new, and many marketing professionals are trying to orient themselves in a world where everything they know is being challenged. In this era of the digital age—when information can be easily accessed by anyone with a mobile device, anywhere and anytime—traditional marketing and advertising strategies designed to increase audience engagement are proving to be passé and ineffective. Let's face it, traditional advertising and brand engagement is the modern junk mail. The shift in technology has enabled users to evolve with it; thus, the mobile audience is a completely different animal now that it has shifted to the use of new media. Wrapped up in a real-time, contextual two way dialogue with consumers.

While many brands have successfully navigated the new media and came up with mobile strategies that increased, widened, and deepened their engagement levels with the audience, some brands are left behind, stumbling blindly in this new age of mobile information. But it took decades for brands to develop compelling engagement strategies for the tri-media (TV, print, and radio), right? Surveys and studies show that brands risk losing their customers because of poor mobile engagement. For brands that haven't opened up to a contextual conversation with their market, they now face very real catastrophic declines in their business.

Research shows that a majority of mobile users will stop buying from or completely ignore a brand after they have had a poor or unpleasant or unfulfilling mobile experience—and in this day and age when every brand is taking its business to the new media, this can be extremely alarming. Imagine losing not only the interest of half of your target audience, but also half of your brand’s sales over something as seemingly trivial as a poor digital experience. Mobile engagement plays a HUGE role in the business scene of a digital age. Consider these facts:

81% of mobile users believe that a brand’s mobile presences must make a good first impression

This means that the app or service that your brand is offering should immediately capture their interest with real contextual value and hold their attention through a deepen value.

56% of mobile users say that a long or tedious registration process has discouraged them from ongoing engagement with a brand on mobile.

Many brands are developing apps and mobile services that can be “hooked up” to an existing Facebook, Twitter, or Google+ account to facilitate easy registration for their users. If you need a complex set of data from a user for registration, make it progressive not overwhelming.

49% of mobile users have stopped using an app or service that required too much time while logging in.

73% of mobile consumers feel an app or service does not deserve customer loyalty if it fails to meet their needs within a short period of time.

Brands that have cultivated brand affinity with their customers and audience can be easily ignored or ditched just because of a poorly conceptualized and developed mobile experiences that failed to connect with mobile users, and add ongoing value to their lives.

The risks are real. Brand, product and business leaders need to invest the time to develop empath for the mobile consumer, both potential and current, or risk the ride down a slippery slope of mobile irrelevance.

It's time to change that. Its time to get you and your team in touch with the mobile centric consumer. I'm always available to help you on this journey, or you can grab the book Mobile Ready as starting point. The choice is yours.