Strategic Thinking for the Mobile Mind Shift

Josh Bernoff
Marketing News
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Key Takeaways
  • The mobile mind shift is the "expectation that I can get what I want in my immediate context in my moment of need."
  • To keep up with the fast pace of mobile experience, start by identifying mobile moments and context. If you can be there in a customer's mobile moment of need, you can gain their loyalty.
  • "Unless you're prepared to analyze the data coming from your application, you won't know whether it's working and, more importantly, you won't know how to improve it."

When it comes to how companies and customers interact, we’re in the midst of the most profound change in decades. It’s the mobile mind shift: the expectation that I can get what I want in my immediate context in my moment of need.

Want proof? There are already more than 1 billion smartphones and more than 150 million tablets worldwide. Of U.S. smartphone owners, 62% expect companies to have mobile-friendly sites and 42% expect companies to offer mobile apps, according to our research. And there are more than 1 million apps in Apple’s App Store alone. 

Somewhere in your organization, people are panicking. Bright marketers are saying, “Let’s build an app!” If you scramble to move forward in this frame of mind, you’re going to fail. You’re going to do what so many of our clients have done: You’ll try to cram some piece of your website into a mobile experience. If you’re lucky, your customers will ignore this. If not, they’ll actually try to use your app, get frustrated and reward you by complaining—or leaving.​

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Author Bio:
Josh Bernoff
Josh Bernoff is senior vice president of idea development at Forrester Research in Cambridge, Mass. He is the co-author of Empowered: Unleash Your Employees, Energize Your Customers, and Transform Your Business and Groundswell: Winning in a World Transformed by Social Technologies, both published by the Harvard Business Review Press. Groundswell was named book of the year by the AMA in 2009.

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