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Digital marketing trends and mobile strategy: Q&A with Teresa Sperti - digitalmarketinglab

Date Posted: Friday, 07 February 2014 10:30
Posted By: Elcom Helpdesk

Thanks Teresa for taking the time to chat to Elcom Technology about digital trends for 2014 and the importance of mobile strategy.

Elcom Technology: What Digital trends are you expecting to see this year?

Teresa Sperti, digitalmarketinglab: 

I recently prepared an article on the top digital predictions for 2014.  In this article I covered off 6 key trends which included;

  • Pay to play becoming crucial in the social space; As Facebook and Twitter continue to monetise their social platforms and brand noise continues to rise – it is going to be harder to succeed in the social space unless you leverage paid media to support your earned media efforts.  
  • Content attracts media spend; As brands have been heavily investing in content production in recent years, brands are recognising that this great content is often not gaining the reach / visibility to gain maximum impact and thus amplification through paid media will be leveraged more than ever before.
Other key trends include acceleration of the internet of things (IoT), innovation within the location based mobile commerce space, the need to come to grips with disappearing data and an expansion of social TV opportunities.  

Elcom Technology: In our recent webinar, “Kick start your website”, one of the polls asked marketers whether their websites were mobile friendly. We were really surprised at the results with over 60% of people responding NO. What is your advice to marketers that haven’t made mobile friendliness a priority yet? 

Kick start your website mobile friendly poll graph

Teresa Sperti, digitalmarketinglab: 

Australia has one of the highest levels of smartphone penetration in the world (at 60%), and this is one of the key factors driving mobile internet uptake. Virgin Mobile released research in May 2013 which showed iPhone users clocked up an average of 10 hours per week of mobile internet usage, whilst Android users spent 7 hours a week consuming the internet via mobile. These figures reinforce the need for brands to adopt mobile friendly websites to remain relevant to their audience.  The need for a mobile site is further heightened in categories like retail and entertainment where decisions are made on the move.  In fact mobile is anticipated to be so influential in the retail sector that Deloitte anticipates mobile will influence 17 – 21% of all retail transactions by 2016 – thus the time to invest is now.  A mobile friendly site is no longer an option - it’s a necessity. 

Elcom Technology: As marketers, we often focus on mobile visits being short and sweet and information based e.g. visitors looking for contact details or business location. Do you think there has been a shift in the way consumers are engaging with mobile sites and what they expect?

Teresa Sperti, digitalmarketinglab: 

Consumers’ needs from a mobile site extend well beyond sourcing contact information.  From a retail perspective, mobile is being utilised by consumers at various stages of the path to purchase – as a result their information needs extend well beyond contact info. For example in retail (particularly in categories like electronics and whitegoods) consumers utilise mobile to compare prices before completing a purchase to ensure they are getting the best deal.  As a result consumers expect to be able to view a retailers’ complete product range via their mobile site.  

In the banking sector consumers are increasingly using mobile to manage their finances thus being able to quickly and easily log into their bank account, pay a bill and even transfer money is key.

For any brand embarking on the development of a new mobile site - gathering insights from a variety of sources (analytics / customer research / user testing etc) is key to ensure the mobile site delivers content and functionality based on core customer needs.  

Elcom Technology: Many marketers out there are looking at mobile sites vs mobile apps. Do you think they should prioritise one over the other? And is it a trade-off for functional/informative vs engagement and loyalty?

Teresa Sperti, digitalmarketinglab: 

Having a mobile site, I would deem a hygiene factor from a digital strategy perspective as consumers expect a mobile friendly site – particularly from well known brands.  The proportion of site traffic derived from mobile will differ by sector but in sectors like retail mobile traffic can be as high as 30 – 40% of total site traffic. Without a mobile site a brand is effectively saying – we are open for business but not if you want to interact with us on mobile.  Apps are all the rage, they are the “sexy-side” of mobile – but relevance and function of an app should be considered.  Apps should have a specific purpose, solve a customer need – not simply replicate a brands website.  

Mobile CMS Whitepaper

Check out Elcom's Mobile optimization whitepaper if your working on your mobile strategy, it features great tips on what to consider and explains some of the fundamentals of mobile approaches (Adaptive, responsive, web app).

Elcom Technology: Any parting thoughts on mobile for marketers?

Teresa Sperti, digitalmarketinglab: 

Leading global brands are “thinking mobile first” when it comes to creating / delivering digital experiences – if you are not already doing so, it is time to start. 

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