March 2017

Digital marketing and mobile transformation

Mobile strategy

The smartphone has become an inseparable companion for many people, in many cases replacing the PC as the only tool for internet. But there are still many companies that have not implemented a structured and coherent business strategy for mobile yet.

The Mass Market Retailers sector is underlining a big delay in mobile transformation. This is what has emerged during the conference “Mobile: think out of the box”, organized last February by the Observatory B2C Mobile Strategy of Polytechnic University of Milan, to present the results of the new research on Mobile Consumer.

This research confirms that smartphone is now central in consumer buying process: 80% of mobile users use this device to make purchasing decisions or to engage with favorite brands, while 34% use it to make purchases too. And 69% said that they are interested in receiving personalized offers in proximity of a store. […]

Getting annoyed in communication?

Considering that, in addition to the potential opportunities of a centric mobile strategy, there are possible consequences coming from a too aggressive approach.

«Mobile allows to engage the customer more than any other, it allows you to know a lot about the users, and guide him during all the customer journey. But the customer must have some advantages in exchange of the given information» observed Luca Locatelli, CEO of NearIT, a company specialized in proximity marketing solutions. Even if the chance to activate localized communication actions on the territory or promotional activities in the store can generate immediate returns, you must be careful: «The risk – warned Locatelli – is to tire the user instead of involving him, ruining a strategy that otherwise can be very effective for marketers and favorable to consumers».

On this basis, the data collected by the Osservatory with Doxa show how the “mobile transformation” can really change the relationship with customer: more than two-thirds of smartphone users keeps Wi-fi always on and more than a third keeps geolocation activated; 72% downloaded at least one app of a telephone company, 61% of a bank, 39% of a MMR sign, 29% of a utility manager and 23% of a clothing brand.

But, among 170 companies interviewed, only 8% have not swiped to a responsive web site yet, but just 14% revealed to have a strategic mobile app: the majority of companies admit to have an “insignificant” app in the absence of a strategic vision, or which it simply duplicate the content of the mobile site.

New relationships

«The fast transfer of the internet consumption on smartphone and its impact on all major digital trends (B2C e-commerce, digital payment, big data analytics, Internet of Things, artificial intelligence) are radically transforming the relationship processes between companies and consumers in all purchase phases: from advertising to pre-sales, from sales to after-purchase», said Marta Valsecchi, director of the Observatory Mobile B2C Strategy.

«Mobile should not be seen as a simple declination of digital. The ‘Mobile first’ approach, which was born thinking about the user’s use of smartphones, is the basis for the development of new business models». And moreover «the constant presence of mobile device in consumer’s pockets allows to collect useful data, in order to target users and to understand their behaviors, always in respect of privacy regulations.»

In this scenario, players of MMR involved in the research are placed at the bottom, because of their vision and the state of their backend systems. This is  why the users have a bad opinion of most of the MMR’s App, considered retarded among all the sectors considered. […]


(Source “Il marketing digitale nell’era della mobile transformation” by Stefano Fossati for InStore, pg. 64, N.15 – FEB/MAR 2017)

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