As more companies offer mobile applications and step up their customer interaction, consumers have shifted from an expectation to a demand of high-frequency and high-quality service. This transformation, as explained in Forrester's recent study, is called the "Mobile Mind Shift," and 22 percent of consumers have made it.
Not only will this segment continue to grow, say senior VP Josh Bernoff and research director Melissa Parrish, it represents an "elite group of perpetually connected customers" who spend the most time and money online. They'll “judge you on the mobile utility you offer, and dump you for a competitor if you fail to live up," note the authors.
Jeff Weiner, CEO of LinkedIn, is one of those leaders who's embracing the shift. As he told CNBC recently, LinkedIn just rolled out a new product called Sponsored Updates to generate ad revenue on mobile. It'll do so by promoting posts from advertisers in users' feeds, which to Weiner, will offer a higher level of engagement for advertisers while targeting just right the viewers.
LinkedIn had a successful second quarter, with revenue hitting $363.7 million. But Weiner said mobile has the potential to bring in even more, especially now that users are searching for jobs and updating their profiles via their smartphones. “As recruiters and job seekers increasingly turn to their mobile devices to solve their needs, we are going to be there,” he promised.
To help your small business follow in Weiner's footsteps, Forrester laid out four strategies to serve “shifted customers" using various companies as examples. Keep in mind, the strategy you take should depend on the quality and frequency of experiences you offer, so be sure to assess yours accordingly: