Not surprisingly, 2014 could be the breakout year for mobile-first design. In 2013, mobile phones and their users were responsible for nearly a fifth of all global Web usage with the percentage of page views from a mobile device clocking in at 17 percent. This number shows a 6 percent increase over 2012, when only 11 percent of Web usage was generated by a mobile device. The importance of a flawless mobile and/or responsive design is no longer even a question. It's a must. But, should mobile design now precede a traditional Web design? If CMOs know what opportunities are available through a mobile-centric or mobile-first approach, they can put themselves in a position to empower customers, be mobile leaders and build stronger relationships with customers. The following three lessons can help any CMO understand how to use the steadily increasing traction of mobile to make 2014 a banner year.
Lesson #1: Mobile should empower customers
The most successful apps are designed to help customers achieve a specific outcome. Whether that outcome is finding a restaurant for dinner, buying a product or arranging a service, a useful app should empower customers to accomplish their desired outcome through using a mobile device. With the rising use of mobile, customers now have more power than ever at their fingertips. They can make smarter purchases and decisions, which means that mobile marketers have to constantly step up their marketing game and develop new initiatives to meet a growing demand. With wiser, better-informed customers who will readily share their experiences in their online networks, mobile marketers and CMOs have to maintain a vigilant focus on the customer's needs and wants. Customers expect to have access to just about any service, product or information, at any moment and on any device — and CMOs have to continue to deliver. After all, an empowered customer is a delighted customer.
Lesson #2: CMOs can be mobile leaders in 2014
With the amount of traffic generated by mobile devices, it's surprising that retailers aren't in more of a hurry to integrate social and mobile marketing channels into their existing marketing strategy. Of those surveyed, only 25 percent use a mobile payment system and only 18 percent are working to incorporate mobile marketing channels into their marketing efforts. And as mobile use increases, customers are becoming less patient with companies and brands that are too slow to adapt and keep up with the changing tide. Approximately 9 out of 10 Americans harbor negative opinions toward a brand if the mobile website performs poorly. They also feel annoyed, frustrated, angry, disrespected and distrustful. CMOs have the opportunity to take over the mobile space in 2014, turn the situation around and become leaders. CMOs have the opportunity to use mobile to reach new heights, delight customers and build stronger relationships. There is plenty of room for improvement and growth — and CMOs can be the ones to fill that space.
Lesson #3: Mobile can strengthen the relationship between customers and brands
Just as customers will feel negatively toward a brand with a poor mobile experience, they'll feel positively toward a brand with a beautiful, perfectly functioning mobile design. A positive mobile experience can help strengthen the bond between customers and the brands they love — or even repair a broken customer/brand relationship. Mobile marketing becomes more vital to a company or brand's success each year. Ninety-seven percent of consumers do research online to learn about products or services in their area — and 49 percent of these searchers don't have a particular business or service provider in mind yet. Connecting with these customers through the use a mobile design and mobile-based approach can help CMOs capture more customers, more conversions and work toward building brand advocates. And the best part: 70 percent of those searchers will act within just one hour of running the initial search.
Creating a positive customer experience is crucial for building stronger and better relationships. The experience should be seamless and allow customers the ability to personalize the app to best meet their needs or express themselves. The experience should also be highly personalized for each customer — collecting feedback from and data about your customers is best for creating a personal touch for each customer. Use that data to fuel your design and interface. Pay attention to what customers are saying and rework your design or strategies to meet their needs.
Empowering customers, positioning yourself to be a mobile leader and working to build stronger customer relationships can make all the difference in the success of your marketing strategies for 2014. Though mobile apps and mobile marketing have advanced tremendously in just a few short years — this is just the beginning. There are still plenty of improvements to be made and new ideas to be developed. The sooner you get started, the more prepared you'll be to become a marketplace leader.
