The findings of a new survey commissioned by FollowAnalytics and Gigaom Research and performed by Survata Research Partners are worthy of careful review by mobile-minded enterprises across a diverse array of industries.
Based on the report summary shared, an overwhelming number — 64 percent of 450 mobile marketers surveyed across enterprise brands — “said the top priority for their mobile apps is to enhance the customer experience and drive customer loyalty.”
The study was commissioned to better understand the priorities and needs of marketers across some of the world’s leading brands as they transition to a mobile-first and omnichannel world where there is dramatic increase in the usage of mobile devices, but customers also expect to have a consistent experience across all of a company’s marketing channels.
“This is a significant shift from 24 months ago when mobile apps from this class of enterprise brands were primarily for sharing information or driving commerce transactions. The survey validates what we have been seeing – there is a new focus on customer lifetime value for the next generation of mobile apps,” Greg Stuart, CEO of the Mobile Marketing Association, is quoted in the report.
