PRINCETON, N.J., June 25, 2012 /PRNewswire/ -- Marketers gather at this week's Forrester Customer Experience Forum to find ways to build great multichannel experiences. Forum sponsor, Rosetta, reviewed its recent research and experience around the application of mobile and tablet technology to the customer experience and offers these observations.
"Through client conversations and recent studies conducted via our Consulting practice, Search/Media team and in our in-house usability lab, it's clear that we are evolving from a 'property' approach to mobile marketing," said Daniel Blackburn, Vice President of Mobile at Rosetta. "We can no longer think in terms of apps, sites and campaigns in silos. Instead, savvy marketers combine these assets to provide real value to the consumer across the buyer's journey.
"Although mobile can support each phase of the journey, most brands cannot afford to be everywhere at once. Thus, we leverage our proprietary approach to gaining deep consumer insights to uncover the real motivating factors for consumers to guide investments and prioritize the most impactful tactics," he said.
Some key Rosetta findings are:
- The context of use for devices like tablets varies beyond just physical location. For example, while 81 percent of respondents in a recent Rosetta survey indicated that they use their tablets in the living room, many of them were concurrently watching television.
- Users are quickly building high expectations for the quality of mobile experiences. For frequent, recurring tasks, users anticipated a mobile application would be available. Within apps, major sources of user frustration were trying to "go back" and a lack of location-based detection when users expected the app to cater more to their location.
- Tablet and mobile "searchers" appear more motivated than those using the desktop. In search, tablet keywords frequently outperform the desktop (despite lower volume).
Best practices our teams have observed in mobile search include:
- Creating unique experiences for tablet users, such as tablet-specific landing pages and tablet-focused ad copy and calls to action.
- Budgeting should be by day-part to align with tablet target audience usage patterns.
- Tablets, mobile and desktop campaigns perform differently and frequently require different strategies. They are optimized separately and should be reported separately.
"Our studies revealed many areas for brands to improve their approach to mobile, based on changing usage patterns, expectations and motivations of users," Blackburn concluded. "Marketers need to focus their efforts on critical moments in the buyer's journey, where mobile and other connected device tactics can best impact behavior."
For more information about Rosetta's research and insights into connected devices and the customer experience, contact one of our team members at the Forum or Daniel Blackburn directly at [email protected].
Rosetta is a consulting-centered interactive agency engineered to transform marketing for the connected world. Rosetta drives material business impact by translating deep consumer insights into personally relevant brand experiences across touch points and over time. Their differentiated capabilities and structure have enabled them to become one of the market leaders, operating as an independent brand in the Publicis Groupe of global agencies. Rosetta is ranked by Ad Age among the top U.S. digital agencies and was recently named the #1 Agency to Watch in Ad Age's Agency A-List.
Rosetta has deep industry expertise in Healthcare, Consumer Products & Retail, Financial Services, Consumer Technology, B2B and Travel & Hospitality. The combination of a patented approach to market segmentation; technological depth across platforms and devices; world class creative, design and user experience capability; scale and integrated structure; and deep vertical industry expertise have attracted many of the nation's leading brands to Rosetta. The agency's clients include Allergan, Blue Cross Blue Shield, Bristol Myers Squibb, Johnson & Johnson and Novartis in Healthcare; Coach, Express, Jos. A. Bank, OfficeMax and Valvoline in the Retail and Consumer Products sector; Citizens and Nationwide in Financial Services; Marriott in Travel and Leisure; Microsoft, Rogers Communications and T-Mobile in Communications, Media and Technology; and MSC Direct, Wirtz Beverage Group and Lincoln Electric in B2B.
Rosetta is headquartered in Princeton, NJ, with additional offices in New York, Cleveland, Boston, Chicago and Toronto. Rosetta recently acquired LEVEL Studios, a leader in combining content, platforms and devices to create engaging total user experiences. The addition of LEVEL Studios, a Rosetta Company, adds west coast presence to Rosetta's footprint with offices in Los Angeles, San Luis Obispo and San Jose.
For more information, visit www.rosetta.com.