Emerging consumer technologies such as bots, intelligent agents, extended reality, connected objects, and IoT will not replace mobile — instead, mobile will be the key to unlocking these new touchpoints.
Facing limited budgets, marketers feel pressure to prioritize much-hyped new consumer-facing technologies over their foundational mobile work. Jumping directly to the latest shiny objects of VR, IoT, etc., without first implementing a proper mobile foundation is a costly mistake, as marketers will not be able to effectively scale innovative technologies beyond a small testing audience. With over 5 billion smartphones forecasted to be in use worldwide by 2020, mobile will play a key role in activating adjacent connected experiences.
In the past few weeks, I had the opportunity to sit down with many of our clients across different industries. A marketer at one of the largest CPG brands told me they currently had 18 chatbot pilots across the world! The Chief digital and customer experience officer at a global insurance company told me conversational interfaces is his top priority for the next 3 years. The SVP e-commerce and marketing at a global travel brand think extended reality will become a key differentiator. Beyond, these anecdotes, our quantitative survey among marketers, shows that:
6% use intelligent agents regularly and 18% are piloting or planning to use them in the next year
5% use bots regularly and 40% are piloting or planning to use them in the next year
3% use augmented reality regularly and 30% are piloting or planning to use AR in the next year
One of the best parts about being a Research Director here at Forrester, rather than an Analyst, is I get to be involved in a wider range of research topics than before.
I’ve always been interested in mobile, but I’ve never really covered it as a subject. We have an embarrassment of way more qualified analysts like Julie Ask, Mike Facemire, Jenny Wise, and Thomas Husson to name a few. Their knowledge on the subject far outstrips mine. So it’s been a fun journey over the last six months working with Ted Schadler as he’s espoused one simple, powerful, unequivocal viewpoint:
On their constant quest to enable users to quickly find the best answers to their questions, Google announced last week that starting in January 2017, they will burymobile websites where the content is blocked by intrusive interstitials. In other words, mobile websites that have pop-up ads won’t rank as high in Google’s search results.
We’ve all felt the pain of having to hover our finger over the closeout sign of a large ad, before we can get to the content we set out to find. This frustrates us, and takes away from the immediacy we desire in mobile moments.
A regular inquiry request we get from clients is “Which approach should we use to build our mobile apps?” There are a lot of arguments made for either side of the web vs. native approaches and some compelling arguments as well for using cross-platform tools to deliver apps. Because it’s such a common discussion, we crafted a report that addresses this topic quite well in Native, Web, and Cross-platform Mobile Apps All Have Their Place.
Ultimately, from the report, “it’s not a question of either/or; it’s which approach best fits the app in question.” The app’s specific features and capabilities drive one aspect of the approach you’ll select; any flowchart you’ve seen on this topic deals with that directly. However, you’ll also have to consider other organizational and technical aspects as well. So, if you’re looking for an absolute answer to the question posed, it’s: “It depends!”
So, what about cross-platform tools? Cross platform tools muddy this conversation a bit as platforms generally deliver native apps or web apps and many can deliver both. The selection of a cross-platform tool is driven by the same questions you’d ask about a native or web app: what are you trying to accomplish with the app coupled with specific questions about what capabilities and benefits the platform provides in key areas you’ll be exercising.
I quite like this provocative sausage dog picture because it forces marketers to think differently about responsive web design (RWD). More often than not, marketers scale content down to fit a smaller screen; because they then claim that they use RWD and have some mobile apps, they think they have checked the mobile box. In fact, RWD was by far the most common tactic that marketers were using or planning to use in 2015: Only 9% of marketers we surveyed are not planning to use it. When fully implemented, RWD can improve the user experience, but more often than not, it’s implemented as a quick fix to the problem of multiple screen sizes. It often prevents marketers from thinking about the need to contextualize offerings for different devices. Customers do not necessarily want the same content across all their screens. However, a scarily high percentage of marketers we surveyed — 47% — admit their mobile services are primarily a scaled-down version of their PC services. In short:
Marketers misuse mobile marketing tactics. B2C marketers often focus too much on piloting the latest mobile shiny objects and, unfortunately, do not invest enough in adapting to mobile experiences’ core touchpoints -- like email or search -- that most consumers use to engage with brands.
Use mobile to transform brand experiences. Too few marketers think of mobile as an opportunity to transform the brand experience. To really differentiate themselves, they should develop mobile-unique interactions delivering visible value with apps, messaging, and online-to-offline tactics.
What role does mobile play in customer obsession, and how can businesses leapfrog their competition to deliver superior customer experiences? Here are three ways Forrester predicts mobile will change the ways business leaders operate in 2016.
This week Google started promoting mobile optimized websites in their search results:
Frankly I'm amazed it's taken Google this long to implement, however for mobile users it's a welcome addition to the search experience that alleviates the pain of clicking on a link only to find a desktop site at the other end. Now the consumer is in control and armed upfront with a Google endorsement of mobile readiness. This strategy is part of an evolution of preemptive warnings for mobile search users. Earlier this year Google started warning mobile users of destinations using Flash or destinations with broken links that would result in a re-direction to the destination homepage.
Mobile commerce is hot – In fact for Pizza Hut, it’s so hot that approximately 50% of all digital orders come from mobile and tablet devices. Beyond impulse purchases like pizza and cinema tickets, mobile commerce is now firmly established as a significant source of revenue growth for almost all online retailers. Last year Forrester forecasted that 5% of total online revenues would occur through mobile devices in 2013, but by the close of the year, many online retailers such as HSN are reporting that mobile revenues have in-fact broken the 10% threshold and, furthermore, some retail clients have told us that revenues via mobile devices have already reached 20% of total online sales during peak days.
As businesses get serious about the cloud, developers are bringing more business-critical transaction data to cloud-resident web and mobile apps. Indeed, web and mobile apps that drive systems of engagement (how you interact with your customers and partners) are the reason why many companies look to the cloud in the first place. Public clouds offer the speed and agility developers want, plus the development tools they need. Once you’ve built a killer web or mobile app in the cloud and it’s in production, driving real revenue, who’s responsible for making sure it performs?
It’s a team effort. Developers have to think about performance management as they build, and IT operations teams need to design application monitoring and management into their cloud deployment processes up front. Why? Because there’s no time to do it later. You won’t have time to implement a new app monitoring solution for each new cloud app before you need to get it out to users. And once it’s out there, you need to be tracking user experience immediately.
In traditional IT, one of the reasons we could get away with limited insight into application performance was because we usually overprovisioned resources to make sure we didn’t have to worry about it. It’s easier to have excess capacity than to solve tricky performance problems – problems you might only see once in a while.
If you’ve been chatting with your web development team recently, you might recall them talking about responsive design. But, what is responsive design and why should eBusiness professionals be taking it seriously?
First, responsive design is not a technology, it’s a development philosophy - an approach to web development that forces user experience developers to design and optimize from the outset for multiple touchpoints including (but not limited to) the desktop, tablets and mobiles. Until now, many eBusiness teams have either developed their mobile site by coding a separate set of templates, or outsourcing to a 3rd party vendor or agency whom in many cases scrapes or proxies existing content from the desktop site. As many retailers and other eBusiness teams start to develop optimized tablet sites, there is a distinct concern that supporting 3 different sites for desktop, tablets and mobile is becoming increasingly expensive and is causing a drag on innovation momentum.
With a responsive site, developers use a single set of front-end code to build a site that responds within the constraints of the device to deliver an experience that is contextual to the size and orientation of the screen. Responsive design allows eBusiness leaders to consolidate their teams (UX designers and developers) back into a single ‘web’ team aligned around a single technology (CSS3 & HTML5) and writing a single set of code. Some eBusiness leaders are referring to this consolidation as back to “one-web” and are increasingly intrigued by the potential cost and efficiency benefits that moving to a responsive site has to offer.