This week at Gartner Symposium, we revealed Gartner’s Top 10 Strategic Technology Predictions for 2015 and beyond. One of the predictions was, “By 2017, U.S. customers’ mobile engagement behavior will drive U.S. mobile commerce revenue to 50% of U.S. digital commerce revenue.” If you’re responsible for growing digital commerce, this has major implications for your success.
Within the next two years, you will need to figure out:
· What is the role of mobile engagement in your customers’ decision journey?
· How should you reorient your digital commerce to embrace mobile commerce?
· How should you invest in people, process and technology for mobile commerce?
That’s a lot to figure out. And marketers can’t figure it out by themselves. Digital commerce, marketing and IT leaders will need to collaborate to build a strategy, set objectives, determine and deploy technology (both front-end and back-end infrastructure) and design the organization to execute a digital commerce strategy that is built for significant growth in mobile commerce. This might mean hiring leaders for digital commerce and digital marketing that have significant mobile expertise.
Here are 5 ways to prepare for mobile commerce growth:
- Analyze your customers’ mobile behavior. How do they use mobile devices? How does usage differ between smartphones and tablets? What role do mobile applications and mobile-optimized Websites play in their engagement with your company or brand?
- Be aware of triggers for behavior changes. How will changes in mobile technology, such as launch of Apple Pay or increased adoption of NFC-enabled Google Wallet, affect your customers’ mobile behavior? How should you prepare for possible behavioral changes?
- Adapt mobile commerce to customer behavior. Instead of introducing something that requires customers to change what they’re doing, pursue mobile commerce by adapting it to the way customers already use their devices, the way they already shop and engage with your brand.
- Advance mobile commerce by adding value for customers. Look for ways to add value for your customers through mobile through offerings that save them time and money, like mobile applications that support buy-online, pick-up in car or offers they can save to a mobile wallet.
- Innovate through creativity and utility. Innovation in mobile commerce can come from creative applications and features, like sharing photos of products. But the tactics that stick are the ones that also fulfill support utility, like sharing photos to check price or availability at a nearby store.
How are you preparing for the growth in mobile commerce? From infrastructure to innovation, mobile commerce is sure to change the way we engage with customers and drive business growth.