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BizReport : Mobile Marketing : December 08, 2014

Study reveals gap in how consumers, brands use mobile devices

New data out from MillwardBrown and conducted by MBlox reveals a wide gap between what consumers want in mobile and what businesses are currently offering in mobile. The report also reveals ways brands can do a better job of engaging via mobile.

by Kristina Knight

Some interesting findings from the study include:

• 36% of mobile consumers say businesses provide care
• 73% of businesses believe they provide good care
• 20 point gap exists between businesses and customers in SMS, email, calls, apps, push notifications, games and social media categories
• 58% of brands use mobiles to engage with consumers
• 86% of consumers say they're option to branded contact via mobile device

To perform better in mobile, MBlox's research indicates brands should combine mobile strategies so that consumers have contact points across mobile - through push notifications, calling and other categories.

Next, the experts suggest brands incorporate customer care into mobile strategy.

"Just pushing deals, promotions and content to consumers won't work in the years ahead," was written in the report. "A business' mobile strategy must include customer Care. What's often overlooked is how a brand can use the mobile device for Care; it doesn't involve a fancy new app, it's as simple as SMS. For example, banks or credit unions can issue a mobile customer survey to solicit feedback to improve future customer experiences, or they can create personalized loyalty programs through text messages that consumers choose to participate in."

Finally, they say to focus on improving both email and SMS for greater customer satisfaction.

Image via Shutterstock

Tags: branded mobile content, MBlox, mobile customer service, mobile engagement, mobile marketing

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