The Multi-Platform Mandate

The potent combination of shifting mobile behaviors, social media adoption and device proliferation means our content must be available anywhere, at any time.

In the retail world, for example, content must be readily available (and well-optimized for search engines) during in-store experiences. According to Google’s Mobile In-Store Research study:

  • 84% of smartphone shoppers use their phones while in a physical store.
  • 90% of smartphone shoppers use their phone for pre-shopping activities.
  • 1 in 3 shoppers use their smartphones to find information instead of asking store employees.
  • 82% of shoppers use search engines when browsing product information in-store.

These expectations extend beyond the retail experience. In fact, consumers demand nearly any content, at any time. According to Mobile Marketer:

“the challenge companies must address but few are doing is that consumers increasingly expect to be able to engage with brands to get any information or service they desire immediately and in context.”

How well have organizations adapted to these behaviors and expectations? Much work is ahead. Consider a recent mobile behavior report from ExactTarget (2014):

  • 54% of survey respondents say mobile-optimized websites don’t give enough information.
  • More than nine out of ten consumers say that access to content however they want it is somewhat or very important; 59% say it’s very important.
  • Similarly, 83% say a seamless experience across all devices is somewhat or very important.

So do these stats really mean anything for a customer’s journey? Absolutely, as a McKinsey report notes:

How companies engage customers in these digital channels matters profoundly—not just because of the immediate opportunities to convert interest to sales but because two-thirds of the decisions customers make are informed by the quality of their experiences all along their journey, according to research by our colleagues.

It’s easy to think you’ve “solved” mobile by creating a scaled-back mobile site with scaled-back content. For many organizations, this has been an acceptable workaround but it isn’t a sustainable long-term solution. The ultimate goal should be clear: All of your content should be available on any device.


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