Mobile Transformation

Posted by Ben Cheston

As mobile and connected technology specialists, it’s imperative that we have a clear understanding of how companies currently use mobile solutions to grow their businesses. This summer Hi Mum! Said Dad ran a survey that was completed by over 50 companies across Fashion, Telecoms, Charity, Travel, FMCG, Alcohol and Media sectors. Some of the responses delivered some fascinating insights…

Mobile & Social Destinations

As you’d expect, 75% of brands stated that mobile apps, tablet apps and responsive sites were a focus for their businesses. The same percentage of respondents also declared that ‘mobile social campaigns’ were equally as important. This dovetails with an insight from the latest Comscore report stating, “the vast majority of social media consumption occurs on mobile”.

The opportunity for brands to engage with their audience and consumers on social channels through a mobile device is massive. Brands looking to capitalise on this opportunity need to tailor the consumer experience for mobile, in the context of each social channel.

Location, Location, Location

For 59% of the respondents, proximity based technology like beacons and geo-location are important for their businesses. It will soon become second nature for consumers to use handsets and proximity technology to explore, research, engage and purchase products and services.

An abundance of research proves that consumers are simply looking for deals in store; Trade Doubler’s research states, “19% are searching for vouchers in store”. However, Think with Google’s research suggests, “1/3 of online consumers ages 18–34 say information discovered through search caused them to buy a more expensive product in a store if that product is more effective.” Brands should consider a more engaging experience at the point-of-sale than just a simple search query.

Mobile CRM

Over 50% of respondents claimed that mobile CRM was most relevant for their business. The definition of mobile CRM is relatively broad, but the activity typically falls into one of two camps:

a) Using mobile to reach CRM objectives

b) Developing a mobile specific CRM program.

Mobile Customer Relationship Management (Marketing) can drive high levels of interactivity and deep engagement. To achieve this, mobile CRM activity should be convenient and personal (just like the device itself). Having an affective mobile CRM solution in place can ensure any budget you spend to achieve reach delivers a stronger ROI. It will inform strategy and creative approaches, providing insight and grounding to wider marketing activity. To see a live of example of this, click here to check out some of our latest work for Carling.

Final Thought

While it’s clear that mobile solutions are a focus for businesses, the qualitative feedback highlighted that buy-in was still a major barrier. Creating and executing a mobile strategy needs to be simple to understand and meet multiple business challenges to be truly affective. While this may not be easy, once cracked, it will gain backing from the wider commerce and the results your business needs.

If you’d like to explore how ‘mobile’ could help your business, please drop us an email at, we’d love to hear from you!

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