Since as much as 50% of smartphone users use their phones instore today, mobile on the high street is clearly going to be a key element of retailers’ success or failure over the next five years.
However, as well as offering significant opportunities for brands to bridge the gap between online and the high street, mobile makes it easier for customers to be more promiscuous.
In association with Tealeaf, Econsultancy has this week launched the second annual survey on Reducing Customer Struggle.
This survey aims to explore the extent to which companies understand the overall customer experience and the technology they use to identify issues and remedy them.
Online and offline are merging. We engage with prospects and customers in different ways during the lifecycle of their relationship with a brand: in the search and prospect phase, at the point of purchase (or initial conversion) or during the after-sales and support cycle.
One way to easily get to grips with the different ways you can interact with audience is to break down the user journey.
For the initial stages, the get in touch and get engaged phases, you need to have a strategy in place to get visitors back to your site to re-engage with them, especially if the initial contact was in an offline situation.
There are many ways of doing this but a good strategy is to become pragmatic and ensure you can run a campaign that takes hours to implement, instead of days.
While mobile internet has been around for some time, it’s only now that it is really starting to gain momentum as a valuable business tool.
By all accounts, the next two years will be a crucial time for mobile internet. Already mobile web access is trailing only slightly behind desktop access, and data from Online Marketing Trends reveals that by 2014 mobile internet use will have overtaken desktop access.
In technology terms that’s a long time. But in terms of mobilising corporate processes to accommodate such change, it’s no time at all.
Marketers and content makers have been conditioned over time to believe that online video needs to be short and punchy.
This is based on the presumption that people have limited attention spans, and therefore longer-form content would be wasted - particularly on the multi-tasking Gen Y consumer.
But is duration really a key factor of successful adoption? And how about social sharing? Is the length of a branded video likely to affect people's willingness to share it?
In the space of 1,000 or more words, I can't promise to deal with all the answers, but hopefully you'll agree these questions merit further consideration before setting your content or advertising strategy.
Despite volatile economic conditions and frugal marketing budgets, web content management (WCM) has experienced significant growth in the last few months. Vendors profiled in the recent Content Management Systems Buyer’s Guide are optimistic about the global WCM market which is estimated to be worth more than $1 billion.
Nokia's Craig Hepburn is a Glaswegian force of nature. Upon meeting him you can understand why he's leading the charge to integrate social media into everything Nokia does.
Recently, Hepburn launched Agora, Nokia's version of Dell's social media dashboard.
But how did he get there in the first place? What steps did he have to take to get social media at the core of Nokia's working practise?
Domino's Pizza UK & Ireland has revealed that 13% of its digital sales come through a tablet or smartphone.
These stats were released today as the company also launched a Windows 7 version of its mobile app – the seventh channel that's now available for mobile sales.
57% of businesses and 67% of agencies that took part in Econsultancy’s Marketing Budgets report for 2012 said that investing in mobile applications was their top priority for the next year.
QR codes were the second highest answer for both groups, with mobile commerce and mobile advertising falling shortly behind.
With the introduction of payment via mobile and a new and updated app, is this a new mobile era for Starbucks?
What opportunities are there for other retailers to follow suit?