Digital Companies OK, but Mobile is better!

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  • April 01, 2016
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Why should Digital Companies should consider Mobile as the strategy to succeed in the market? Let’s discover why Mobile possibilities are endless!

This post originally appeared in Italian on MD – Marketing Digitale Blog.

Mobile and Digital Companies

To demonstrate why digital Companies should invest in Mobile, we don’t need to look at statistics or at the most recent studies on Mobile Apps usage. Indeed, we have it proved everyday: just think about how Mobile devices have changed your lifestyle!

During our most intimate moments (those spent lazing under fluffy covers, relaxing on the sofa during a pizza and TV night, or soaked into a hot bath), we believe we are alone. But are we? Actually, not really.

It is always with us, and it is always connected for sure. It’s our mobile phone.

Forrester Research Inc. has studied this phenomenon (Source: “Own Mobile to Own your Customers”, Forrester Research Report, 2015) and has found out that there are more than 100 times in a day when we take it, switch it on, use it to give a relief to our sense of alienation. During these hundred times a day, our attention is absorbed by a 5 inches’ screen (at least) for even a very short time.

Moments that Forrester has called “mobile moments“.

To win the digital challenge, Companies will have to try their best to trap, fill, engage and retain engaged users during their mobile moments.

This is a tough challenge though. Mobile has also changed consumer expectations: everything has to be available at the moment they want it and in the place where they are. If not, it simply doesn’t exist.

The purchase funnel of a product continues to grow, increasing number of steps, and then the possibility that a user never comes to conversion. An attitude that could be considered hysterical, not linear, causing a fragmented and confused decision process.

However, if it’s well governed by the Company, each step becomes a major possibility of attraction and engagement. Indeed, Mobile is the most suitable instrument to guide them through the steps of their decision process.

Company’s success is increasingly linked to its ability to provide great Mobile experiences, for both users and organization members.

This will be possible if it:

  • Provides access to information and services anywhere and anytime
  • Encourages customers and employees to actively interact with Mobile
  • Makes the user experience special: ensuring a pleasant journey will improve its brand image, bringing faster to brand loyalty and awareness.

Mobile has got them all, being able to deliver unprecedented advantages thanks to its immediacy, simplicity and relevance to users. No need to go Mobile from the very first step, it can affect just one part of customer’s journey towards conversion (for example, by sending a notification, or by giving the possibility to use the device as a ticket or as a method of payment itself).

Mobile possibilities are endless, and it can destroy the business as we have known it ‘till today, radically changing business models, making new features possible and reducing certain costs incidence.

The most important thing is to become completely aware of it, to be able to govern the change and not to be left behind from competitors.

To sum up, the World is becoming more and more digital and Companies need to keep pace.

Mobile is the fundamental element a digital business has to govern to become successful. It can do it by driving two main drivers: the user digital experience and the digital operative excellence.

As a matter of fact, it can:

  • Improve and speed up user experience, making known and easily reachable the product/service, creating a real value added funnel, while helping to better define customer value;
  • Allow optimization: while connecting employees and users it also improves the efficient use of resources, ensuring at the same time that the structure is simplified and the processes are more effectively executed.

Of course, easy to be said but much harder to be done. In spite of more than 60% of Marketing Managers involved in the study are favorable to the Mobile revolution, there’re many difficulties such as the need of both a radical cultural change within the organization and dedicated funds. Also, it’s highly needed a close cooperation with IT department, often more inclined to simply run things rather than trying to find new ways to support innovation.

And, more importantly, making an App is a real project, rather than a simple product, therefore it should be consistently followed, with frequent updates and continuous alignment between feedbacks and changes to be done. All these actions of course involve a strong effort and the Company’s will to make a significant investment.

Companies should look at Mobile not as a channel, but as a real business, through which they can successfully face new digital market challenges. Managers should start to think about Mobile as an advertising medium that can improve customer satisfaction and increase engagement, and not just as a User Acquisition tool (this last approach is clearly the most pursued given main objectives of current Mobile strategies, like increasing brand awareness (29%), acquiring new customers (23%) and appearing more innovative (24%)).

In the next article we will see what a Company has to do to begin implementing those changes that will lead towards full digitization and exploitation of the mobile opportunities, and why a Mobile First Strategy could be the correct way to obtain it.

What about you? Are you operating in a still poorly digitalized market or in a not very technological context? What do you think of digital world? We would be happy if you’ll share your opinion in the comments.

Thank you!