How to Maintain Brand Consistency Across Mobile Channels
Nearly 50 percent of Americans own a smartphone, and upwards of 79 percent of those smartphone owners are currently using their devices to assist them while shopping. Ignoring the quality of brand interaction in the mobile channel can cause lingering negative associations that can eventually translate to lost customers and lost revenue.
Mobile has increasingly become the default channel for consumers to access and engage with brands. Whether they're doing product research, making purchases, investigating store locations, or trying to find mobile coupons and content, consumers expect the brands they trust to provide the same quality of experience in the mobile channel that they provide in-store or online.
Many companies recognize this fact and have made efforts to extend their brand to mobile. The level of quality consumers encounter in the mobile channel often doesn't live up to expectations, however. It's still very common for companies to provide poor mobile experiences or even ignore the channel completely.
For example, it's quite common for companies to use QR codes on their marketing materials that direct users to landing pages that aren't optimized for mobile devices. Consumers consequently have a negative user experience and a disconnect is created between the experience provided in the mobile channel and the experience provided in traditional channels.
The sensations felt through interactions with a brand, in all channels, build up over time and are the foundation for consumers’ attitudes towards a brand — positive or negative. Consumer attitude influences customer satisfaction and loyalty. A negative experience in one channel may not translate to immediate loss of a customer, but it may lead to a negative association with the brand. This will negatively impact future interactions, decreasing loyalty and increasing the chances that customer turns to your competitors for a better and more consistent cross-channel experience.