We hear “digital transformation” thrown around a lot in this market. However we question much of the “transformation” we see. Can you fully say your organization has digitally transformed if mobile is not involved? Are new web and email strategies truly going to transform the way your members are engaging with you currently?
In our eyes, as well as in the eyes of top for-profit entities, mobile is the only path to total digital transformation. Anything less can not really be considered much of an evolution if still centered around old methods. Increasing email isn’t going to solve your engagement and neither is a mobile-friendly site. And we’ve got the stats to back that up:
- Research shows that SMS open rates are as high as 98%, compared to just 20% of all emails. And, on average, it takes 90 seconds for someone to respond to a text and 90 minutes to respond to an email. - Campaign Monitor
- In 2017, there were 178 billion app downloads. That number is projected to grow to 205 billion this year, and 258 billion in 2022—a 45% increase over five years. - Statista
- Mobile users spent 87% of their time in apps versus just 13% on the web in 2017. - ComScore
- A 20-30% click-through rate is standard for push notifications to consumers while the average email click-through rate is just 3%. - Aimtell
This data makes it hard to defend any transformative strategies that are not focused around a mobile app. Inboxes have become flooded. Websites are not top of mind and regularly checked. Think about your interactions with the apps you use most (i.e. Amazon, Uber, Facebook, Starbucks) and how engaged you are through the convenience of having direct access through your phone. That should serve as proof that this is where we’ve gone as a society and where communication, connectivity and brand loyalty will continue to head.
