5 Ways Mobile has Changed the Customer Experience

March 29, 2018

It’s reported that in the next three years, the world will spend over U.S. $ 1 Trillion reinventing the web to make it mobile-first. Have you optimised your marketing strategy for these changes?

A more important question is what does the increase in mobile use mean for your business and how can you make sure you reach the right customers where it matters most?

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Reports state more than 50% of consumers are using mobile devices first for anything they do online.

What’s surprising about this statistic is not that many consumers can be found on mobile, but rather how this increase in mobile use has changed the way consumers interact with businesses and brands.

We’ve found 5 major changes that you should pay attention to if you want to connect to your audience on mobile. Find out what they are below along with some easy tips to achieve your mobile marketing goals.


 1. Rise of Instagram Communities Across Industries

The last few years have seen the highly visual network grow exponentially and become a great destination for marketing and branded content.

It’s reported that 80% of users follow a business on Instagram and 60% have discovered a product or service through the platform.

Most consumers on Instagram use it to find inspiration, new products and connect with like-minded people, in real-time. So, what does this mean for your brand?

You must ensure you’re using visually appealing content if you want to connect with consumers on this platform. Remember, relevant hashtags and geo-location tagging can make a big difference if you’re trying to build a community around your brand.


 2. Google’s Mobile-first Indexing

Mobile-first indexing might leave some marketers in a panic as they try to figure out what this means for their years spent on Search Engine Optimisation.

However, there’s no need to panic, yet. Mobile-first indexing is not as complicated or scary as it sounds.

To put it simply, the mobile version of your website will be the starting point for how your ranking on Google is determined. This changes the way sites will be ranked but this doesn’t exclude the desktop version of your site.

This change is great for marketers looking to expand their reach, since an increase in mobile use is a good way to capture new leads.

Focus on your UX design, test your website and adjust it accordingly. You can use a site like Google’s Mobile-Friendly Test to find out where to focus your efforts.

Remember, there’s a difference between mobile-friendly and mobile-responsive, so make sure your site is optimised in the right way.


 3. Power to the People

An increase in mobile use means consumers are more open to making purchases online and on-the-go. However, buying decisions now rely heavily on peer reviews and testimonials.

Additionally, marketers should be aware that potential customers are using messaging apps and direct messaging to connect with the people performing these reviews to gauge their opinion. Real people using your products and services are now the experts.

Ask yourself, how is my customer service and do my products deliver what they promise?

It’s reported that in one month there were over 2 million make-up tutorial posts on Instagram alone. In addition to people looking for product testimonials, this shows consumers are also eager to review the products and services you’re offering.

Be sure you give them something to rave about.


 4. Mobile Videos Have Wider Reach

Marketers know no strategy is complete without video. It’s a great way to promote your brand online and connect with customers using captivating visuals.

Currently, mobile video has more power to reach wider audiences than ever before. In fact, for consumers, it’s an incredibly valuable way to discover new brands and products because of its accessibility.

That’s not all. For those in the B2B space, video marketing is a great way to reach decision makers as they consume more long-form videos than other people online. Think webinars or tutorials if you want to reach people in these positions.

Recent reports state mobile video has the power to evoke more emotions than TV.  Additionally, consumers increasingly expect to watch video on mobile.

Sounds like good news if you’ve invested in this marketing tactic and a great reason to start if you haven’t.


 5. It Goes Down in the DM’s

Yes, you read right. Messaging apps are now more important than ever. This is where consumers want to connect with your brand.

It’s reported that over 50% of people would rather message a business than call customer service. This means brands should be looking at customer service with new eyes if they want to remain relevant.

Consider how you can integrate messaging apps into your strategy. Does this mean using messaging bots in the customer journey or including a dedicated responder in your community management strategy?

Businesses that are open to using direct messaging and messaging apps are more likely to encourage shoppers because of the ease of experience and immediacy of this tactic.


The increase in mobile use globally means there’s a giant pool of potential customers for marketers willing to change and adapt. Mobile has changed the way we should be connecting with customers at every stage of the buyer journey and for those willing to tweak their strategy to include the important points above, there are great returns ahead.

% Ways Mobile Has Changed Infographic