In the future, mobile will become the standard for hosting the customer journey, but most companies today struggle with achieving that vision.
That's the key finding in Altimeter’s latest research report, “The Inevitability of a Mobile-Only Customer Experience.” Over the last five months, my colleague Brian Solis and I have spoken with a host of savvy digital leaders about their mobile strategies. We found that despite the necessity of creating mobile-only journeys for their connected customers, mobile is still grossly underfunded in most organizations. This leaves companies unprepared to meet a “mobile as ‘first screen’” reality and perpetuates mobile’s relegation to just another channel, a technology platform, or a portable version of the web. In turn, customers have no choice but to leave, in search of a better experience.
In order for their companies to survive and maintain relevancy, strategists and executives alike must rethink the role of mobile, particularly where and how it can become the primary channel of engagement for a connected consumer.
However, achieving that vision comes with its own set of problems. Here are some of the key hurdles we identified:
In our research, we found identified four concrete steps that marketing, customer experience, mobile, digital, and IT strategists can take to create mobile-first experiences that align with their customers’ inherently mobile lifestyles.
In order to create mobile experiences that meet mounting consumer expectations, strategists must begin by examining the existing customer journey. From there, they move on to architecting the desired mobile experience, continually measuring and optimizing it for success along the way. Finally, internal alignment is achieved once strategists have validated their mobile-first strategies by proving results.
Four Steps to Creating Mobile-First Customer Experiences
I look forward to continuing research around the evolving mobile customer experience landscape throughout 2015 and beyond. Because, if today’s organizations are clamoring to be “mobile-first,” and tomorrow’s goal is “mobile-only,” one can only question what new experience-driven strategies the future holds. The potential for companies to create truly innovative mobile experiences has never been greater nor more exciting.
Consumers will soon demand mobile-only experiences from the brands that engage them. Our report identifies the steps companies can take to start thriving in this new reality.
Employees are disengaged at work, and organizations have been exploring how social and digital technologies can address this problem.
When Facebook announced last week that it will soon become more difficult for brands’ page posts to appear in the news feeds of their friends, fans, and followers, the outcry was predictable.
What goes into the marketing process today, and what technology is required? Will a “Marketing Cloud” help coordinate efforts and drive efficiency? What are the alternatives?
According to Wikipedia, “marketing is the process of communicating the value of a product to customers, for the purpose of selling that product (goods or services.)” But that is what marketing used to be
As we didn’t have time to answer all viewer questions after the 2014 State of Digital Transformation webinar, we’ve included our responses to the top inquiries here.
Marketers are struggling with a customer journey that has become more complex than ever. The journey is difficult to track across channels and devices. The infographic below illustrates the modern marketing cycle…
This week, Facebook re-launched Atlas, the ad platform it bought from Microsoft last year.
Altimeter’s recent research for its report, The 2014 State of Digital Transformation, uncovered that investing in new digital technologies (social, mobile, big data, cloud, etc.) doesn’t always equate to uniting those efforts around a common vision supported by an updated, integrated infrastructure.
Yesterday, Oracle’s new CTO Larry Ellison kicked off OpenWorld. He focused significantly on the cloud. How are the two themes related?
As part of our open research process, I would like to extend an invite for your input, feedback, case examples, or any other insights you’d like to contribute to our upcoming research around the Internet of Things.
In this one-hour webinar, Brian Solis shares research on how businesses explore digital transformation, including results from a 2014 survey of leading digital strategists.
Today, I’m proud to announce the release of Altimeter Group’s second report on Digital Transformation. This new report is aimed at executives and digital strategists to help them (you) further understand the state of digital transformation as you plan your next steps and investments.
How teens use social media and why it matters to you. Generation Z = (Today’s Teens, Preteens and Children)
Today, I’m happy to announce the publication of my research report, Leveraging Social Identity: Know and Engage Customers Better to Build More Valuable Relationships.
Salesforce just announced the release of its Social Studio, an enterprise social relationship platform.
Thank you to everyone who joined us for Tuesday’s webinar on Digital Transformation. We had an excellent turnout from around the globe and received a lot of great questions throughout Brian’s presentation.
Today Sprinklr is announcing the availability of a paid media offering as well as a $40M in series D funding led by Iconiq Capital (which notably manages money for many of Facebook’s early employees, among others).
Marketing has changed substantially in the past few decades. With the proliferation of CRM, ecommerce, cookies, loyalty programs, etc. marketers have more customer data than ever.
IBM officially joined the Marketing Cloud battle today, with the news that it is acquiring marketing automation vendor SilverPop.
“Digital transformation” isn’t a trendy moniker to signify an increase in technology investment. It’s a renewed focus on the customer and the human side of business.
To learn more about the state of social media command centers, Altimeter Group spoke with three organizations — MasterCard, eBay, and Wells Fargo Bank.
Rebecca Lieb shares findings from her recent research report on real-time marketing, including the top 6 use cases, the benefits and risks, and 12 best practices.
Two things: To stay competitive with (or arguably ahead of) the giants in the social world—Salesforce, Adobe, and Oracle—Sprinklr needed to build out its analytics capabilities. Sprinklr’s customers increasingly need custom consulting services, especially for implementation and training.
Facebook may be losing teens (/the cool kids), but contrary to some beliefs, 2014 will not be a dire year for the company.
As we launch into 2014, the analysts at Altimeter each pulled together a compilation of trends and issues they are watching closely this year.
As digital channels operate increasingly in the ‘now,’ all marketing organizations must consider to what degree they will function in real-time, and even define what real-time is relative to their operations and marketing organization.
Adobe Marketing Summit and Oracle OpenWorld both took place recently. It’s another month until Dreamforce, but I expect similar announcements to be made there.
What is native advertising and, by extension, what is it not?
In this report, industry analyst Susan Etlinger demonstrates how leading organizations are deriving actionable intelligence from a holistic view of social and enterprise data.
This report defines the Collaborative Economy, looks at companies that are already moving into this space, and provides a framework, the Collaborative Economy Value Chain, which companies can use to help rethink their business models.
By now you’ve more than heard about Yahoo’s massive $1.1 billion acquisition of Tumblr. The deal is done, another Internet entrepreneur and early employees become multimillionaires, Marissa Mayer’s Yahoo earns a new shot at digital relevance, and hundreds of millions of Tumblr users go about their Tumbling life as if it were just another day.
Over 30 Technologies Have Emerged, at a Faster Pace than Companies Can Digest. If you think social was disruptive, it was really just the beginning.
Last week, Jeremiah and I published Altimeter Group’s first “short doc,” focused on in-depth case studies that illustrate how large brands are managing complex, distributed social media programs.
In the late 20th century, when the commercial internet was in its infancy, there was no end to the griping about “silos.” Back then silos referred to That Which Is Digital and That Which Is Not Digital. The gripe (from the digital side of the equation) was that the not-digital team got all the budget, […]
The potential for social influence is enormous on both sides of the equation. Services that rank and identify “influence” open the door to new opportunities for businesses to cultivate mutually beneficial relationships with digital tastemakers and authorities.
Have you read my report, “Make An App For That, Mobile Strategies For Retailers” yet? If so, and you didn’t have a chance to tune into today’s webinar, I want to share the content with you to use, share and discuss.
2011 was the year of the mobile shopper, so why aren’t retailers doing more to serve them? Today Altimeter Research has published its latest report, Make An App For That: Mobile Strategies For Retail.
Get account control now –or risk a career of continual social media sanitation. To match the growing consumer adoption of social media, many companies have launched social media efforts with little planning.
Engage! examines the social media landscape and how to effectively use social media to succeed in business—one network and one tool at a time. It leads you through the detailed and specific steps required for conceptualizing, implementing, managing, and measuring a social media program.
In 2009, a subset of the marketing-focused chapters were published as “Marketing In The Groundswell.”
Putting the Public Back in Public Relations is a crucial guidebook for helping brands navigate the social economy, while enhancing your career and future in the process.
Now Is Gone seeks to help businesses embrace Social Media intelligently. Readers can learn if their organization is ready, how to begin, the predominant participation is marketing approach that other businesses are using, social media marketing strategies, and general social media insights.