A recent blog post by Forrester’s Thomas Husson argues that marketers are failing to keep up with rising consumer expectations and are failing to deliver on the mobile opportunity. Husson notes that “customers have experienced a mind shift: They expect any desired information or service to be available, on any appropriate device, in context, at their moment of need.” But he goes on to conclude that “there is a disconnect between technologies rolled out and regular usage among customers.” Rather than providing the immediate, contextually appropriate information that consumers are looking for, marketers tend to be focused on leveraging “cool” functionality including graphically intensive applications, QR codes, NFC tags, rather than providing the appropriate customer experience for a given use case.
Husson warns that failing to address this gap will not only damage a companies’ brand, but will also means lost opportunity from an increasingly mobile audience, anchoring you in outdated technologies and platforms, and drive up service delivery costs.
In making the case for developing an enterprise mobile strategy to address these consumer expectations, Husson also explains the challenges or executing on a mobile strategy within a large organization. Marketers “have to deal with dozens of mobile initiatives that stretch across the organization . . . though most companies haven’t yet embraced a structure that facilitates smart prioritization and best-practice sharing. Marketing leaders must . . . work with their business and IT counterparts to decide how best to allocate strategic mobile resources and implement enterprise-wide mobile governance”.
Pervasive understands these challenges and has designed our Enterprise Readiness & Governance offerings to make sure the organization is prepared to effectively and efficiently execute on the mobile strategy you’ve developed.
