​Report reveals brands admit they are not mobile ready to meet consumer expectations

Recent Sitecore study shows majority of brands are unprepared when it comes to implementing a mobile strategy

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.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

To DMP or not to DMP?

There are plenty of brands that can benefit from plugging into a data management platform. But should you engage an agency to run one or bring it in-house?

Ben Willee and Richard Taylor

Spinach Advertising

Innovations in retail will bring creative and technology closer than ever

While approaching a customer in a shop and asking what you can help them with is Retail 101, how many of us actually enjoy being approached? Generally, you have to give the forced, fake smile and say, “Just browsing, thanks,” while screaming on the inside, “just leave me alone!” Maybe it’s just me?

Jason Dooris

CEO and founder, Atomic 212

There’s a brand in my digital soup

Not a day passes by in the life of business executives where digital innovation or the prospect of disruption is not front of mind. This in turn, drives an unrelenting flow of questioning, discussion and strategy papers.

Jean-Luc Ambrosi

Author, marketer

I need to be reborn before i can grow up & become a contestent.

Kaye Peterkin

Channel Nine's content now streamed digitally on 9Now

Read more

I hope The Block, will continue for many many more seasons.When i die, & grow up, I want yo come back as a contestent.

Kaye Peterkin

Channel Nine's content now streamed digitally on 9Now

Read more

Sounds a bit confusing, but also like there're quite a few benefits. So, it's a good idea to link it with crm and marketing automation? D...

Kirsten

To DMP or not to DMP? - Marketing automation - CMO Australia

Read more

cc

Marjorie Campbell

Talk to me, Facebook! Social net buys speech recognition company

Read more

This would have the be the worst company to ever use. They never get back to you, they over promise and under deliver and when you questi...

Samantha Colbert

Aussie entrepreneur Nick Bell sells WME Group to Melbourne IT

Read more

Latest Podcast

More podcasts

Sign in