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“Mobile Doesn’t Convert”? Put a Fork in It

By Charles Golvin | December 05, 2017 | 0 Comments

MarketingDigital Marketing Strategy and Execution


Get yer fresh data, hot off the survey presses. Over the past couple of weeks, we here at Gartner for Marketing Leaders have unleashed a veritable tsunami of reports arising from our 2017 Survey on Multichannel Marketing Effectiveness. My excavation into the mobile “channel” (marketers who think of mobile as a channel seriously misunderstand) is available to our clients: “Multichannel Survey 2017: Marketers Succeed by Leveraging Mobile Throughout the Buying Journey”.

There are a lot of crunchy nuggets in this report, including how our respondents:

  • Apportion the channel marketing budget (big foam finger for mobile);
  • Choose from the palette of mobile tactics (a more varied rainbow than in 2016);
  • Answer the “Web or app?” question (for many: both);
  • Envision the future (very bright for the Web);
  • Employ metrics across mobile tactics (varied).

The most compelling findings relate to mobile’s role in the customer’s buying journey and how marketers rate its efficacy in comparison to the other channels — both digital and traditional — that they employ. Irrespective of the stage of that journey, and no matter the industry or vertical, multichannel marketers are most likely to identify social or mobile as the most effective channel.

While more respondents say social is most effective for generating awareness, garnering interest, and driving advocacy, they put mobile at the top of the heap for the crucial conversion step. Having heard “mobile doesn’t convert” ad nauseam for so many years, these findings warm the cockles of my heart. And we’re not alone — when it comes to the retail sector, in its analysis of online sales during the 2017 Thanksgiving holiday (through Cyber Monday), Adobe Digital Insights found that:

  • Mobile accounted for 33% of online revenue, up 22% year over year;
  • Cyber Monday revenue driven by smartphones was $1.59B, a 39% annual growth rate;
  • Nearly half of Cyber Monday online traffic originated on mobile devices.

There are many reasons for this change, none of them overnight sensations. Retailers have invested in analytics to pinpoint broken processes in their purchase experience, they’ve designed mobile shopping and buying experiences that take into account not just device and network differences but also recognize the distinct motivations and attitudes that drive customers on mobile devices. Not to mention that mobile payment experiences have improved markedly, device screens have grown in size and resolution so customers find it easier to navigate and commit to a purchase.

So, all together, join the mob and let’s all stick a fork in the “mobile doesn’t convert” meme — it’s done.

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