Why Relationships Matter On Mobile

Tom Farrell, Senior Marketing Director at Swrve

Tom Farrell, Senior Marketing Director at Swrve

It takes only a moment’s reflection to realise just how interwoven our lives have become with the mobile phone. It is always on, always close at hand, and our first port of call whenever we have a question to ask – or perhaps more importantly when we are researching, or making, a purchase.

That’s why it comes as no surprise to know that mobile commerce is set to pass through the $100 billion mark some time in 2017. Which isn’t as far in the future as it sounds. And of course, in many verticals mobile already accounts for the majority of digital revenues, and for that matter all revenues.

So it remains a curious fact that so many mobile experiences are so poor. Recent reaction to Google’s decision to downgrade search rankings for non-mobile optimized sites was interesting more for the fact that a) they are still out there and b) some of their owners seemed more exercised about the fact that Google was punishing them, than by the abysmal experience they were offering their mobile users.

And now we’re on the subject, let’s stay with that thought. Because even responsive mobile internet isn’t really what users want. There appears little doubt that the smoother and more immersive experience afforded by the native app is the real deal when it comes to really delighting the man or woman in the street.

A failure to grasp the need to deliver that kind of experience is probably at the heart of why so many well-meaning organizations fail on mobile, and see too many users leave early never to come back, or fail to truly engage.

Fortunately, it’s possible to change! We recently hosted a really interesting webinar in which mobile expert Julie Ask of Forrester talked about how success on mobile is delivered.

Thinking in terms of ‘mobile moments’ Julie explained how we’re now moving into an interactive world in which the app resembles more an ‘always on service’. In this world, the app prompts us when it believes it can help, rather than waiting for the user to take action. The benefit for the organization should be obvious – but to ensure this is a win-win relationship means working off sophisticated user and third-party data to deliver these prompts only when it is absolutely the right time.

By taking this approach, marketing becomes more personal and relevant than ever before, and smart organizations take advantage of the power of mobile (its omnipresence) whilst avoiding the dangers (being an omnipresent irritation!) The result is greater retention, engagement and revenue from mobile.

A really interesting session, that I hope you will enjoy.

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