Mobile Trend #4 - Mobile must create a continuous brand experience
Zachary Jory 270003CQWD email@example.com |
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I'm in the midst of planning a vacation. I always use TripAdvisor to inform my decisions and figure out where I want to go and what I want to do. A big reason I'm sold on TripAdvisor is that whether I'm on my laptop, my tablet or my phone, the experience is the same. As long as I'm logged into my account, I find myself right where I left off using the last device. I tend to be driven away from sites that don't provide a convenient mobile experience or provide something that is so different between my laptop and my mobile devices, that it's hard to switch between the two. I'm spoiled now. If a brand experience is not seamless across devices, I find a competitor that can offer something better.
In a pre-mobile world engagement might have happened by email, phone or in person. What we are seeing today is that mobile does not just extend engagement to mobile, it has fundamentally changed the pattern for engagement, putting the individual at the center of the experience which then needs to seamlessly span across physical and digital elements and device types. This is increasing the requirements for valuable exchanges and increasing the demands on the enterprise to provide value based relationships. Mobile users are demanding more context-rich relationships. In a b2b context this demand might manifest in terms of need for greater and more robust employee self-service, need to collaborate with other employees and partners in a secure and meaningful way, or the need to execute existing processes in a way that enables multiple stakeholders to take action at any time, from any location.