Financial service companies that ignore mobile in 2015 risk falling behind competitors who have integrated mobile marketing into their overall marketing strategy, passing up sales opportunities both in B2B and B2C markets.
According to Salesforce, 69% of Australian businesses have incorporated mobile into their overall marketing strategy for 2015, with 54% having a dedicated mobile marketing team - a 33% increase from 2014. 70% of marketers surveyed see mobile marketing as a critical enabler of products and services.
The reason Australian businesses are investing more resources and money marketing to mobile devices is simple - people are spending more and more time accessing the internet on smartphones and tablets. Your next sales opportunity is just as likely to engage with your brand on a mobile device as it is with a desktop computer - be it on campaign landing pages, your corporate website, social media profiles or via email marketing campaigns.
Google are adapting its search algorithm to accommodate growing use of mobile devices, stating its use of “mobile-friendliness” as an organic search ranking factor will be “expanding” from April 2015. They state the change will “have a significant impact” on organic search results – aiming to connect users to relevant, high quality search results that are optimized for their devices.
In 2015 your company needs to be part of the mobile majority and offer optimised experiences for users across devices and covering all customer touch points.
Be ambitious when creating mobile experiences. As Ohad Flinker writes, look beyond designs that simply adapt the same desktop content for a smaller screen and tailor a path to desired goals that makes it easier for mobile customers to engage with content online and complete key interactions.
Recognise differences between mobile and desktop beyond screen size and navigation, and take advantage of location based marketing opportunities.
Extend the customer journey, linking interactions as users switch between devices inside apps and across devices, creating personal brand experiences for every interaction with every customer.