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03 Dec 2009
Companies are ignoring the mobile channel as a means of improving customer relationships, despite increased use of smartphones and the mobile internet, according to the 4th Annual Online Customer Engagement Report from digital consultancies Econsultancy and cScape released today.
The research found that, although the number of firms with a social networking presence has nearly doubled, from 23 per cent to 44 per cent, and Twitter use rose from seven per cent to 35 per cent year on year, only 11 per cent of companies surveyed are planning 'significant investment' in the mobile channel.
Just a quarter are making use of user feedback and ratings for product development and innovation, while fewer than a third said that senior staff members are encouraged to use social media to build customer dialogue.
"Companies should be thinking hard about their strategies for mobile and for channelling online feedback from customers back into the product development process, but the research suggests that this is not the case," said Econsultancy's research director, Linus Gregoriadis.
"Lack of resources, skills and experience are cited as obstacles, but today's customers expect a seamless approach when they deal with companies, irrespective of whether they are calling them up for information, commenting on a blog or trying to buy something online while on the move."
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Organic alone is reason enough
Those 'in the know' have been heralding the arrival of the Mobile Internet revolution for many months, some even years. No doubt, they must have doubted themselves at times because it?s certainly been a long time coming. But 2009 has brought many changes. Devices such as the iPhone have certainly placed mobile Internet access firmly at the forefront of consumers? minds. Social networking has offered compelling reasons to connect from handhelds and there have been a number of smaller reasons why we?re finally there such as reliable mobile billing and accurate mobile search. This has added up to between 5% and 8% of organic web traffic coming from mobile. That?s a figure you simply can?t ignore, especially as it?s rising all the time. Users that hit the average web service on a mobile device will get either a poor experience or they will get nothing at all. Mobile devices just aren?t geared up to accepting full web pages that were designed for desktop browsers. Those that can handle the pages, all the smartphones, get an experience that isn?t tailored to them ? their device and their requirements as a mobile user. The Mobile Internet is there to serve users on their handsets but it needs to address the fundamental differences from desk- based delivery. Mobile users want to be served, not to have to search. They need services that are relevant to their existence ?on the go? Of course, business logic and data is relevant to both platforms. It makes sense to replicate not duplicate. This means tight integration between the two platforms at an infrastructure level but a distinct experience on the outside. At Wapple.net we provide technology solutions that allow just this. There are others such as Yahoo Blueprint. The possibilities offered here should not be ignored by businesses at any level. After all, with the organic traffic that comes from mobile now there is an opportunity not only to capture these visitors but to please and convert them. Then there is the opportunity to gain new customers by providing them a rich experience that suits their requirements on mobile. At the end of 2009 there are plenty of people suddenly vindicated. The Mobile Internet has finally arrived. In 2010 it will be an essential part of every serious digital strategy. The technology to solve the difficulties of Mobile Web delivery is here, it is mature, reliable and available.
Posted by: Rich Holdsworth 04 Dec 2009