While mobile has become an increasing focus for digital organisations in the past few years, when it comes to executing a streamlined strategy, it appears many are still lagging behind.

As the latest Econsultancy/Adobe Digital Intelligence Briefing highlights, 48% of organisations don’t have a proper plan in place.

And out of the rest that do, many admit to a lack of cohesion.

With this in mind, here are a few key takeaways from the research, which investigates the extent to which marketers have embraced mobile marketing and how organisations are approaching and implementing mobile strategies.

The report is based on a survey of more than 4,000 marketers and digital professionals.

1. To avoid playing catch up

While the majority of consumers might still prefer to buy on desktop, the amount of mobile-only shoppers is on the rise. 

Of course, wiith limited screen space and contextual differences, a completely different set of rules apply.

By paying attention now, marketers might just have the time and opportunity to create a memorable mobile experience.

If not, they run the risk of lagging behind when consumers are even more demanding and mobile-savvy.

With 63% of people agreeing that the mobile experience is more important due to the lack of room for error, it’s vital that marketers get to grips with the platform sooner rather than later.

2. To understand the customer journey

Marketers with a well-defined mobile strategy are able to understand far more about their customers than those without.

From discovering where the path to purchase tails off to when users tend to use mobiles the most, it can provide a comprehensive picture of the journey at all stages.

3. To improve the customer journey

As well as understanding customer behaviour, a good strategy allows marketers to increasingly target the specific needs of the customer.

Instead of creating a strategy based on what an experience merely looks like on mobile, marketers can concentrate on how that experience engages and delights.

Our research discovered that even the 20% of companies with a well-defined strategy aren’t making the most of customer analysis – which just goes to show the untapped potential of data.

4. To measure success and justify investment

As well as tracking users and measuring traffic, a good mobile strategy also helps to define large-scale objectives and practical goals. 

For example, with mobile payments increasingly contributing to the channel’s dominance, brands that have an ecommerce app (allowing users to buy in just one or two steps) could be the factor that determines whether mobile traffic overtakes desktop.

By utilising data to measure ROI on apps, organisations are much more likely to further invest.

Essentially, a well-defined mobile strategy provides just as much benefit for the marketer as it does the consumer.

For more on this topic, download the Taking Advantage of Mobile Opportunity Report, and check out all our reports and posts in celebration of Data Month here.

Nikki Gilliland

Published 13 July, 2016 by Nikki Gilliland @ Econsultancy

Nikki is a Writer at Econsultancy. You can follow her on Twitter or connect via LinkedIn.

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