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.
This document is just a first step toward setting context for the many disruptions of ubiquitous and complex data, but it includes preliminary frameworks to help us examine these issues in more detail.
Employees are disengaged at work, and organizations have been exploring how social and digital technologies can address this problem.
In our latest research report, “A Culture of Content,” my colleague and co-author Rebecca Lieb and I present a framework for how organizations of any size can establish, evangelize, and foster a culture of content.
Charlene Li and I are pleased to offer you Altimeter’s latest research report focused on Social Business Governance.
We recognize that existing RFP templates cannot be retrofitted to the task of soliciting content marketing solutions due to a number of specific challenges.
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.
During the past several years, the television industry has changed dramatically, spurred by device proliferation, changing distribution methods, and the increasing popularity of social media.
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.
Our new research report, The Content Marketing Software Landscape: Marketer Needs & Vendor Solutions, published today to help marketers navigate the tangled and complex content marketing software landscape.
“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.
Late last year, I started wondering about social media command centers. Salesforce had launched one, as had Brandwatch, but I wondered: were they really still relevant? Were companies investing in command center deployments, or had interest subsided since their heyday in 2010?
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.
Last year, we asked companies about their top social strategy priorities. The second top response was “Developing Internal Education and Training.” Yet, when we surveyed companies earlier this year, we saw that only 38% had any education program in place, beyond ad hoc efforts.
Last month, we published our report, The State of Social Business 2013, based on data and analysis from four years of Altimeter’s annual digital strategists’ survey. Today, we’re happy to release the data charts from that report, in a downloadable, easy to share PowerPoint presentation that you can take and inject in your own presentations.
Each year, Altimeter surveys social strategists and executives, and shares our findings and analysis in Open Research reports. In our most recent report, we looked at our survey findings from the last four years, 2010 to 2013, to share our analysis of the state of social business.
Not since the legislative debate over spam back in the early part of the millennium has a digital marketing term been so riddled by obfuscation and misunderstanding as native advertising.
I spend a lot of time reading and thinking about social data: what it is, what it isn’t, how to measure it, where it’s going.
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.
More than a handful of brands publish more content now than a major media property such as Time Magazine did 25 years ago.
In its latest research, Altimeter Group’s Charlene Li and Brian Solis uncovered a distinct gap between organizations that execute social media strategies and those that are truly a “social business.”
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.
One of the major themes in our research this year is Adaptive Organization. As we think about what makes organizations adaptive, it’s not just the tools and services that they embrace but also their ability to adapt to change to stay in touch internally and to reach customers and prospects proactively.
What we found was that social media is the modern Pandora’s box – It has great value but almost two-thirds of companies we surveyed say that social media is a significant or critical risk to their brand reputation.
Everyone talks about the challenges of measuring the revenue impact of social media, but how are top brands actually doing it? And are they successfully measuring ROI?
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, […]
Today marks the publication of Altimeter Group’s newest enterprise mobility research report, authored by analyst Chris Silva.
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.
In 2011, the US hit a milestone — more than half of all adults visit social networking sites at least once a month. But when it comes to using social-networking technologies inside organizations, many business leaders are at a loss to understand what value can be created from Facebook-like status updates within the enterprise.
There’s been a rash of news stories recently with headlines so misleading it’s hard to believe they passed editorial muster. Yet a quick search of Google News reveals no less than five articles with ledes very much like this one: P&G to cut 1600 staff after CEO discovers digital media is free.
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.
What’s a crises? We did analysis on the list of social media crises aka “punkings” to find out what went wrong, why, and what should have been done.
Wherever I go, the question I hear most often is this: “What is the ROI of social media?” Even though most companies we’ve surveyed have a brand monitoring solution in place, few have yet to crack the measurement code. It remains one of the most stubborn challenges for the social business.
One question I frequently get is “How much should I be spending on social media?” The answer, of course, is it depends. This report looks at how 140 Social Strategists spent on social media in 2010 — and their plans for 2011 (read report).
This Social Media Decision Maker Must Choose One of Two Career Paths. This emerging role is critical to the success of social media programs yet, most Social Strategists and their programs lack maturity, with only 23% of Social Strategists having a formalized program with long-term direction.
Download our paper and presentation below, and register for a webinar with me and partner Jeremiah Owyang on Wednesday, December 1 at 11 am PST for a webinar on the Rise of Social Commerce. Registration at: http://bit.ly/rscwebinar. Meet the new shopper. Underneath the keys of the keyboard, they are shopping in a new way. Unleashing […]
Altimeter Group conducted research, and gleaned input from 34 vendors, agencies, and experts, to determine success criteria and develop a roadmap for Facebook page best practices.
Social and CRM: How Companies Will Manage Their Social Relationships Over the last six months, I’ve been working closely with Ray Wang who is well known in the CRM space as an expert. Coupled with my focus on social technologies we did a deep dive on how our worlds are intersecting at Social CRM.