As mobile devices continue to shape how we connect and shop, creating a seamless customer experience has become a critical focus for brands. Today, we’re thrilled to sit down with Aisha Amaira, a MarTech expert with deep expertise in CRM marketing technology and customer data platforms. With her passion for blending innovation and marketing, Aisha has helped businesses harness technology to uncover vital customer insights and build stronger connections. In this conversation, we dive into the challenges of fragmented mobile strategies, the power of coordinated efforts, and actionable steps brands can take to enhance customer journeys in a mobile-first world.
How do you define a fragmented mobile strategy, and what are the telltale signs that a brand’s efforts are out of sync?
A fragmented mobile strategy happens when a brand’s mobile efforts lack a unified vision or centralized ownership. You’ll often see inconsistent messaging, where, for instance, an email campaign doesn’t match the experience in the app or on the mobile website. Another sign is poor integration—think of a customer clicking a link in a promotional text only to land on a generic homepage instead of the specific offer. These disconnects frustrate users and signal that different teams are working in silos without a shared plan.
What kind of impact does this lack of coordination have on the way customers perceive and interact with a brand?
It can be incredibly damaging. When customers encounter inconsistent experiences—like having to re-enter preferences they’ve already shared or facing mismatched content—they lose trust. It feels disjointed, and that frustration often leads to lower engagement. They might abandon the app, ignore messages, or worse, turn to a competitor who offers a smoother journey. Ultimately, it hurts loyalty and directly impacts revenue since customers are less likely to convert when the experience feels clunky.
Why do you think so many brands struggle with aligning their teams on a single mobile strategy, and what are the biggest hurdles they face?
A lot of it comes down to organizational structure and priorities. Many brands have multiple teams—marketing, IT, product—handling different pieces of the mobile puzzle without a central leader to tie it all together. There’s often a lack of mobile-specific expertise, so teams may not fully grasp how to integrate their efforts. Plus, competing goals can create tension; for example, one team might focus on ad revenue while another prioritizes user retention. Without shared objectives, alignment feels like an uphill battle.
With nearly half of B2C brands having multiple teams managing mobile efforts, how does this setup affect their ability to succeed?
It creates a lot of inefficiency. When no single team owns the strategy, accountability gets murky. Decisions take longer because there’s constant back-and-forth, and you risk duplicated efforts or, worse, conflicting ones. For customers, this translates to a patchy experience—maybe the app pushes one message while social ads say something else. Without a unified approach, brands struggle to measure success accurately or optimize their efforts, which can stall growth.
Why is a fragmented mobile strategy seen as such a major obstacle by over 90% of brands, and how does it lead to missed opportunities?
It’s a huge barrier because mobile is often the primary touchpoint for customers today. A fragmented strategy means you’re not meeting users where they are with a consistent, engaging experience. For example, if a customer sees a limited-time offer via a push notification but can’t easily find it in the app due to poor coordination, they’re likely to drop off. That’s a missed sale. It also muddies the waters when tracking campaign performance, so brands can’t even learn from their missteps to improve.
Can you walk us through what goal alignment across channels looks like in practice for a mobile strategy?
Goal alignment means ensuring every channel—email, app, website—works toward the same outcome and delivers a fluid experience. Practically, it’s about making transitions seamless. If a customer gets an email about a product and clicks through on their phone, they should land directly on that product page in the app or mobile site, not start from scratch. It’s also about consistency in tone and offers, so the customer feels like they’re interacting with one brand, not a bunch of disconnected pieces.
How critical is data sharing in creating that seamless experience across different platforms?
It’s absolutely essential. Data sharing allows a brand to remember customer preferences no matter where they engage. If someone sets a preference on the website, like opting into a newsletter, that should reflect in the app so they’re not asked again. This builds trust and saves time. It also enables personalization—using that data to tailor content or offers—which can significantly boost engagement and conversions. Without shared data, you’re essentially starting over with each interaction.
Why do brands with dedicated customer experience teams seem to perform better when designing mobile strategies around mobile devices?
These teams are laser-focused on the user’s perspective, which makes a huge difference. They prioritize how customers actually interact with mobile devices and design experiences that fit those habits. Compared to brands without dedicated teams, they’re more likely to optimize for mobile-first touchpoints, like streamlining navigation or ensuring fast load times. This user-centric approach often leads to higher satisfaction because it feels intuitive, and that naturally translates to better business outcomes like repeat purchases.
Can you break down what it means to orchestrate the customer journey as part of a mobile strategy?
Orchestrating the customer journey is about mapping out every interaction a customer has with your brand on mobile and ensuring those touchpoints connect smoothly. It involves setting clear, shared goals across teams so everyone’s working toward the same end—like increasing app usage or driving sales. It also means coordinating between platforms; for instance, if a customer browses on the website, the app should pick up where they left off. The idea is to reduce friction and create a unified experience that feels natural and keeps users engaged.
Looking ahead, what is your forecast for the future of mobile strategies in enhancing customer experiences?
I think we’re going to see mobile strategies become even more central to how brands operate, especially as customers continue to rely on their devices for everything from shopping to entertainment. The focus will likely shift toward deeper personalization, powered by better data collection and AI tools that predict user needs. Brands that invest in unifying their mobile efforts now—through dedicated teams and seamless journeys—will be ahead of the curve. Those who don’t risk being left behind as customer expectations for instant, tailored experiences keep rising.