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Brands are unprepared when it comes to implementing a mobile strategy and are not allocating sufficient resources to maintain, adapt, and improve the mobile experience in a fashion that aligns with dynamic consumer expectations, a recent report found.
The study released by Sitecore in conjunction with Vanson Bourne, surveyed 450 brand marketers in 11 countries about their attitudes and strategy for the consumer mobile experience and found while 97 per cent of brands believe good mobile experience impacts customer loyalty, four out of ten remain without a mobile strategy.
Meanwhile, 70 percent of these brands believe that their organisation will not deliver on a mobile experience strategy for at least another six months. And when it comes to describing how their organisation currently interacts with consumers on mobile, only 51 percent of brands report that their company personalises content for mobile web customers while just 61 percent have a mobile optimised website in place.
Of the brands who are planning or have begun to implement a mobile experience strategy, 98 percent reported that the organisation has been affected by the focus on mobile customer experience in some way.
“As mobile devices have overtaken PCs for Internet access, brands must include the mobile environment when defining the customer experiences they deliver,” Sitecore's CMO, Scott Anderson, said. “Consumers now expect a contextual experience inclusive of mobile and will reward brands with loyalty for doing so while punishing those that don’t with decreased business. All consumers today should be considered the mobile consumer.”