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How digital marketers can drive CX in the mobile-first era

Maria Marinina, digital marketing manager, Iflexion, explains why moving on to mobile-centric CX is a priority and the next logical step.

Photo by istock.com

November 21, 2019

By Maria Marinina, digital marketing manager, Iflexion

We live in a mobile-first world. As of 2019, there are 3.3 billion active smartphones globally. In the U.S. alone, the number of users who access internet via their phones exclusively is soon to reach 50 million; this shift is expected to only accelerate with the spread of 5G in North America. In terms of global usage and growth, the next billion users are predicted to be mobile-only.

With digital transformation and customer experience at the center of contemporary consumer marketing, the opportunities and challenges presented by the age of reigning mobile use are growing. Online presence is already mandatory for any business; moving on to mobile-centric CX as a priority is the next logical step.

Many business executives, however, consider this step over and done with if their website design is responsive, some mobile ads run alongside desktop SERP ads, and, perhaps, their brands' Instagram or Twitter accounts are updated a few times a month.

This approach might be better than nothing yet less than adequate. To make an effective shift from simply a mobile presence to a full-blown mobile-first strategy, digital marketers need to consider the following key points.

Think like a mobile user

Conversions might be the ultimate goal, but understanding the customer is the key to getting there. Mobile users behave differently and expect things to be fast, seamless, intuitive, convenient, entertaining and to the point — all at the same time. They also have more concerns over their data security, while simultaneously expecting a high degree of personalization.

It's a lot of balls to keep in the air, but the reward is significant. When brands—and their marketers—bet on a holistic CX-centric approach, both revenues and customer loyalty surge.

That's why continuous audience research and personalization dictated by holistic approach should be prioritized. Top it up with transparent policies and ask for only justified permissions when reaching through apps.

Create mobile-friendly content

Smaller vertical screens invite shorter headlines, easily accessible information, and clear action buttons. So, make phone numbers clickable (tap to call), as well as Skype and messenger links. Add visible but not overbearing social media buttons, and optimized media content (vertical video, adapted audio play).

Long forms don't appeal to mobile users, so autofill and authentication via social media should be an option whenever possible. More people check their emails on mobile than desktop, so adapt the mailing experience accordingly.

Mobile-friendly also means faster loading. Lightweight, fast-loading content rules mobile-first search and interactions, and it doesn't just mean compressing images. Investing in development of clean code and structure of your platforms goes a long way to make your content easy and blazing fast to reach.

Personalize experiences — and test them

People might have reservations about sharing their personal data with brands, but they gladly provide it in exchange for personalized experience. This provides the opportunity to build customer loyalty through recommendations and tailored messages.

However, it can prove challenging, since the expectations are fairly high. In today's business world, personalization means investing in AI, machine learning and Big Data gathering and processing. Recommender engines, intent prediction, and behavioral analysis are a must here.

Mobile personalization should be seamless and continuous for channel hoppers specifically. Yet operating different hardware and OS versions require additional streams of quality checks and compatibility testing—both for brands' software developers and marketers. While the developers work with technical issues, marketers have to tackle other platform-specific aspects—not just technological limitations, but also differences in various customer segments' behavior and expectations.

Don't overwhelm

Stats show that 81% of Americans own and use smartphones, 52% have tablets... yet it doesn't mean that an endless stream of posts and reminders is what a brand needs to build awareness and loyalty.

Not every business needs a twice-a-day Instagram posting schedule, discount emails galore, or a standalone mobile app constantly pushing notifications. Aim for a balanced, flexible approach to keeping users informed of your news and special offers while choosing the most appropriate channels: in-app, social media, texts or messengers.

Ride the mobile ad wave

Mobile ads are a must, be it in search results, apps or digital media. Digital video marketing all but exploded in 2018, and in 2019 this trend isn't losing any steam. Mobile ad campaigns not only convert but also engage audience and build brand awareness.
Automation and adoption of Artificial Intelligence and Big Data set the trend in this regard: a Salesforce report (Is Advertising's North Star) predicts a surge in demographic data usage and mobile-derived location information (up 14%) in particular for targeting and digital promotions.

Stay creative and ready to experiment

When embracing mobile, try to find your own formula. Integrate AR/VR and sensors, employ gamification, look for unconventional channels and ways to reach out. Entertain while building trust and brand loyalty. While mobile customers long for speed and convenience, creativity and uniqueness are still among the only sure ways of getting and retaining their attention.

Final thoughts

Mobile usage is prevalent like never before. It changes the way people use internet, search and interact with content and brands.
In 2019, just being mobile-conscious isn't enough. Mobile marketing is what should become a priority, not an afterthought, to drive CX. Embrace the unique form factor and customer mentality that comes with it; prioritize customer experience, innovation, connectivity, personalization, data privacy and security. Build on the strengths and limitations of the format and technology, and utilize it with care and understanding.