Whether your customers connect with your company via storefront or home office, the injection of ever-present mobile devices adds a new set of expectations and opportunities.
The combination of consumer passion and brilliant technology is making an impact on marketing no less significant than the dawn of the world wide web. Perhaps because many of us lived through the dot-com bubble burst, we are cautious this time around. Too cautious. Way too cautious.
While early Internet users weren't sure about what the brave new world held, the smartphone universe has a clear set of expectations: I want what I want when I want it. As Peter Sheldon at Forrester describes in "The Digitization of the In-Store Experience," customers want an "endless aisle" that allows them to "buy anywhere, fulfill anywhere."
Whether your customers connect with your company via storefront or home office, the injection of ever-present mobile devices adds a new set of expectations and opportunities. Creating this seamless experience requires cross-channel collaboration and coordination across every department of the organization.
Virtually all organizations acknowledge the silos but feel powerless to break them down. This is where the C-suite comes in. In addition to the CIOs and the CMOs, companies need a CCCUXO - a chief cross-channel user experience officer. Well, the acronym needs a little work, but the concept is important.
Organizations need someone who has the authority to ensure a seamless experience from store to full site to mobile site. To champion mobile technology for sales and customer service personnel as well as outbound marketing. To sort out the myriad ways to manage payment and loyalty via phone. To coordinate messaging across social, email, push, SMS, sites, and stores.
It is not a job for the faint of heart. It is a job for trailblazers. For those who can secure budget for projects without benchmarks, without "best practices," with unproven ROI. It is a job for those who can effect collaboration in a siloed world.
As the Adweek Google 2012 Digital Holidays survey found, 85 percent of holiday shoppers will start on one device and finish on another. We're living in a cross-channel world. We just need those responsible for the channels to catch up with us.
Silos image on home page via Shutterstock.
Melinda Krueger is a senior marketing consultant with ExactTarget and a digital marketing veteran – starting with direct, moving to interactive, specializing in e-mail, and now charting a course for mobile marketing. Working with the best agencies in the business, she has helped Harley-Davidson, Miller Brewing, Sears/Kmart, CDW, and many others build their interactive marketing programs. Melinda holds an MBA from Marquette University and is a highly-rated speaker for professional organizations and business schools. As the Email Diva, Melinda answered questions on all aspects of the practice. Your questions about mobile are welcome!
US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.
E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.
September 9, 2015
12pm ET/9am PT
September 16, 2015
12pm ET/9am PT
September 23, 2015
12pm ET/ 9am PT