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Marketers (40%) are finding that delivering a positive customer experience is harder in mobile marketing than on the web. That’s likely no surprise, but what may be troubling is that 70% of marketers describe their multichannel experience for customers as “okay” or “poor.
These findings, from a new IBM sponsored survey of more than 500 chief marketing officers and ecommerce leaders, revealed that while these leaders understand the importance of mobile, two-thirds still do not know how to define their mobile user experience.
The top three most serious issues around mobile marketing were defined as bad navigation/poor “findabilty,” screen-sizing issues and form-filling problems.
Mobile traffic continues to grow, with respondents attributing 19% of their total traffic to a mobile device. Even so, many companies continue to optimize their websites for mobile marketing and experiences, as opposed to building a mobile experience from the ground up which would provide an improved experience for the customer.
