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This article is the second in a series of extracts taken from Econsultancy's new Internet Marketing Strategy Briefing. The free-to-download report covers the most important online trends in digital marketing that we are witnessing.
Topics covered within the document include customer centricity, channel diversification, data, social media and content strategy.
This extract, written by Econsultancy's Research Manager, Aliya Zaidi, focuses on the more technical aspects in the continuing battle between mobile apps and mobile sites.
Expansion of our Internet Statistics Compendium within the last few months has now made it possible for us to separate out what was once the Asia-Pacific part of the compendium into two new parts.
This will not only make the job of curating statistics from this increasingly diverse region easier for our researchers, but it will also make finding country-specific information within each document more straightforward.
Nine out of 10 companies understand the importance of creating a joined up customer experience, which delights patrons and helps staff to maintain high standards.
That statistic comes from some research we did in association with Foviance last November. So how many of our 500+ survey respondents said they had achieved such a high level of integration? A mere 20 of them: just 4%. As such it is patently clear that there is a huge gap between where companies want to be, versus where they’re at.
Below, I have listed a few common hurdles in joining up business activities across channels. We’d especially love to hear about your own challenges. In fact we want to hear about them so much that we’ve created a £5,000+ prize package, which one lucky tweeter will win. See the bottom of this post for details on how to enter our competition.
So what are some of the biggest challenges in joining things up…?
Though the vast majority of companies see the importance of mobile trends, measurement is an issue, with just 24% measuring the value of mobile traffic.
This finding comes from our Quarterly Digital Intelligence Briefing, sponsored by Adobe, which looks at key trends affecting digital marketers.
900 businesses were surveyed for the report, and one key trend that emerged was measuring the value of the mobile channel.
Alterian has waded into the mobile web vs app debate with a nice, tube map-style infographic which takes the view that a mobile website is the way forward.
We've talked about the apps vs web debate on this blog for some time, and we tend to lean towards a mobile website, certainly as a first step into mobile commerce, but we also think there is plenty of room for both.
As Stefan Tornquist wrote in a recent post on the issue, there is a middle ground here, and apps still have a role in companies' retention strategies, if there is a compelling reason to download and use them.
Following on from a successful iPhone app, Auto Trader released a version for the iPad last week.
The launch is in response to growing levels of traffic on autotrader.co.uk from Apple's tablets. In the last six months, traffic from these devices has grown by 133%.
I've been checking the new iPad app out...
Multichannel commerce is moving at a fast rate, but to ensure companies get their strategies right, it may be a good idea to ensure the basics are all in place.
Last month Econsultancy surveyed 2,000 consumers in the UK and 2,000 consumers in the US, to unearth attitudes to multichannel shopping and service. The survey was compiled using the TolunaQuick tool.
We found that there are a lot of similarities, but also some distinct differences in consumer behaviour in the UK and US...
Conversations about three screen strategies became conversations about four screen strategies this year. It looked like tablets would be used concurrently with PCs and mobiles, at least for a while, so fashionable jargon received an update.
Where are we now? Five screen strategies? Five and half screen strategies? The number of screens may explode in the not too distant future.
The use of mobile phones for offline shopping has increased dramatically over the past few years, and even if consumers aren’t actually making a purchase with their mobiles, they are often using them to research products and prices while shopping.
According to a recent Toluna / Econsultancy survey of UK consumers, 13% of respondents had made a purchase on their mobiles, and 19% had used them to compare prices and look at product reviews while out shopping.
So what can retailers do to adapt to this challenge?