In addition to revealing significant variations by country in online shopping patterns, the report identified a notable channel fragmentation trend, as desktop and laptop purchases increasingly give way to shopping via smartphone. According to the report, 19% of consumers have used a mobile device to make a purchase online. That’s one in five people—at a time when many companies don’t even have a mobile website, to say nothing of e-commerce capabilities.
WorldPay’s Philip McGriskin pointed out that the trend "is expanding the audience of potential consumers for merchants to target but, in tandem, presents challenges in offering the best experience for these consumers whenever and wherever they demand it."
Whenever and wherever they demand it. That should send a chill down your spine.
A world of increasing fragmentation calls for increasing integration. And it’s not even enough to have a fully integrated marketing program—integration must extend to all aspects of the enterprise, from awareness building to transaction processing all the way through CRM. This trend has as radically changed the way our firm serves its clients as the way they serve their customers.
Not so long ago, it was enough to have great strategy and big ideas. Today, even the best ideas have a hard time getting off the ground as consumers’ media and purchasing options—not to mention their attention spans—grow increasingly fragmented. While perfect integration is unachievable, companies that do the best job of harmonizing all of their consumer touchpoints have a decided advantage.
Steve McKee is president of McKee Wallwork + Company, and author of When Growth Stalls and Power Branding. A marketing strategist for nearly three decades, Steve has been published or quoted in many top news outlets and industry publications, and writes a monthly marketing column for Businessweek.com.