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BizReport : Mobile Marketing : May 10, 2016

Survey: Brands aren't ready for mobile

While many brands have pushed quickly into the mobile space, one new survey suggests those brands aren't ready for the expectations of their mobile customers. According to SiteCore's survey 4 in 10 mobile brands don't have an actual mobile strategy.

by Kristina Knight

Although brands (97%) and consumers (76%) agree that a seamless mobile experience is very important, brands continue to fall short of the expectation meter. That's the takeaway from new SiteCore research which found that less than one-quarter (23%) of brands can measure the mobile customer experience based on KPIs.

"As mobile devices have overtaken PCs for Internet access, brands must include the mobile environment when defining the customer experiences they deliver," said Scott Anderson, CMO, Sitecore. "Consumers now expect a contextual experience inclusive of mobile and will reward brands with loyalty for doing so while punishing those that don't with decreased business. All consumers today should be considered the mobile consumer."

Other interesting findings include:

• 96% of brands believe mobile expectations will change over the next three years, 66% of consumers agree
• 48% of brands believe they are now delivering a 'seamless mobile experience'
• 98% of brands say their business has been affected by mobile customer experience
• 46% have seen budgets reduced to account for mobile investments

About half of brands (51%) say they've personalized content for mobile customers; 61% say they have an optimized mobile website.

Tags: M:Commerce, mobile commerce, mobile experience, mobile marketing, SiteCore

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