Mobility continues to prove that it’s worth its weight in gold for eager content marketers, evidenced by the third annual “Reducing Customer Struggle” report conducted by IBM Tealeaf and eConsultancy. A notable consensus was discovered among the over 500 business professionals involved in ecommerce and e-business who were surveyed between March and April of this year – mobile marketing is poised for explosive adoption.
Some of the most important survey findings include:
- 72 percent of companies plan to amplify their mobile marketing strategies in the near future.
- Companies are increasingly investing and focusing on mobile channels, despite persisting optimization challenges.
- The number of companies who said that mobile accounts for more than 20 percent of traffic nearly doubled over the past 12 months.
- 40 percent of participants agree that delivering a positive customer experience is more difficult via mobile than Web.
- The 43 percent of customers in 2012 who purchased products directly via a mobile device has increased to 48 percent in 2013.
- A little under 30 percent of responding organizations said that they have an “excellent” or “good” understanding of the mobile user experience.
- Over 55 percent of surveyed companies noted that they have already begun developing a mobile optimized site.
- 44 percent of surveyed companies have already developed an iPhone app.
- 33 Percent of surveyed companies have already developed an Android app.
- On a global scale, U.S. organizations are more likely to have a dedicated mobile team than European companies.
This survey provides critical insight for content marketers to better understand the digital customer experience; problems or issues with the online experiences; use of customer channels; integrating online with offline channels; and the mobile customer experience in general.
To learn more about the “Reducing Customer Struggle” report, click here.
Edited by
Brooke Neuman
