A study issued last month by Comscore (“Marketing to the Multiplatform Majority”), uncovered that among the top 100 digital media properties (see: Groupon, Pandora, etc.), nearly one out of three monthly visitors only access that brand’s content on mobile platforms.

That is a trend that is only set to grow. In fact, a June study (also by Comscore) suggested that more than a third of ecommerce website visits come exclusively from mobile devices.

A quick look at mobile commerce spending, and it’s clear where this is heading. Certainly, seasonality plays a role. Yet, despite the spikes, there is a clear and irrefutable upward trend.

Comscore 2013

What is also clear is that companies need to evaluate their mobile share of marketing. Here are a two considerations for brands as they explore deepened mobile experiences.

1.     The rise of mobile is not an invitation to confine experiences

As quickly as “mobile” rises, is as quickly as it becomes less about device-specific experiences. Not that a stellar app or mobile website isn’t critical. But, mobile is a matter of movement and convenience — the portability of, and quick access to, information and purchase. So while we can look at these bar charts and see a trend, it is important to rationalize that there is no single step toward a purchase. Most people don’t log into a mobile device and make a purchase just like that. Often a computer is involved somewhere along the way, not to mention the multitude of searches performed on a mobile device to get them to the point where they are ready to buy. Successful commerce experiences in general require that mobile be a mindful and well-thought out consideration. That means taking into account that users are likely to switch between devices and may or may not purchase on their mobile device, even though mobile is a likely part of their path. There should be no barriers in this process. And in fact, there should be as many tools in place to promote the seamless transfer of research and purchase intent from device to device.

2.     Analytics are not inherently straightforward

Every organization knows that the power to create better experiences lies in their data. Even so, a relative few are truly arming themselves with the best picture through a complete analytics review that includes their customers’ actual path to purchase. The mobile revolution has only served to make this more complex.

With a push to multiple platforms comes a subset of data that rounds out the picture for a customers path to purchase. But it is not straightforward. The Comscore study perfectly lays out how important it is to be critical about the data that is being captured. As they put it, “[traditional website analytics] don’t necessarily reflect the reality of a customer’s online and offline journey because the computer thinks each interaction is an independent user and independent event.” Still, as they point out, sophisticated analytics streams are helping to turn this chaos into order. And brands who want to create an advantage through mobile will be doing this — it will take direct and implicit effort to turn that data into a strategy for a mobile generation.

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