AdAge has a short piece making a good case for considering mobile in all aspects of the customer journey. Mobile has indeed emerged as the device on which most of our digital experiences begin (hence, mobile first). This is true and well-supported by data, but doesn’t tell the whole story. All too often consumers are forced to move to desktop in order to complete their transactions or finish the tasks that started on smartphone.
This isn’t a shortcoming of smartphones, but rather a failure of marketers, customer service and product teams to consider how they can fully enable compelling end-to-end mobile experiences. These experiences should never compromise functionality and, but ideally should be enhanced by the inherent unique capabilities of smartphones such as location awareness and device sensors.
