Yesterday You Said Tomorrow

Looking ahead to mobile in 2015

One of my favorite Nike ads is a simple one. It simply says, “Yesterday, you said tomorrow.” Effective yet brutal, especially for those of us forever guilty of pretending not to notice our sneakers laying sorely underused in the closet.

Similarly, mobile’s dominance has seemingly always been right around the corner. Like the Cubs’ hopes for a winning season, “there’s always next year” seemed to be the rallying cry for mobile’s champions.

But that day has finally arrived.

As Benedict Evans aptly put it, “mobile is eating the world.” It’s true. By 2020, 80% of the adults on earth will have a smartphone.

And with this meteoric growth around the world, the dollars are only starting to catch up. This past year, mobile commerce grew 47%, yet still represents only a small sliver of the digital revenue. Once brands begin to recognize the investment in mobile is not just a smart addition to their digital strategy but must be the foundation of how they build relationships with customers (as some are creatively doing), the mobile revenue rocket is only warming up.

I think part of the struggle brands have had in the past with mobile is in understanding what mobile actually means. Is it a mobile-optimized website? Focusing on responsive design? Publishing social content on Instagram and Facebook? Native apps? Or simply placing product on third-party commerce platforms like Wanelo or Spring?

Yes.

Mobile is too critical to limit it’s scope to any just one of these tactics. Instead, forward-thinking brands take a holistic approach that leverages each channel and tactic.

Is it a lot of work to design, develop, maintain and continually improve the customer experience across all of these mobile channels? You’re absolutely right it is. But since when was it about your convenience? Rather, your mobile strategy needs to be insanely, zealously and fanatically focused on creating delightful expereinces that meet the customer exactly where they are. Some are rethinking mobile content and commerce, but regardless of solution, it’s an incredibly exciting moment for brands with the courage and creativity to define mobile innovation in 2015.

Yesterday, you said tomorrow.

Welcome to today…