For today’s marketers, the question is no longer if consumers are using digital devices during their shopping experience, but rather how these devices are affecting buying behavior.
The number of global users of mobile devices surpassed the number of desktops internet users in 2013. It comes as no surprise, then, to learn that consumers are spending more time per day on their mobile phone as they are watching television and surfing the web on their laptops.
According to a study conducted by Deloitte, shoppers are up to four times more likely to receive product information, check item availability, and checkout/make payments from digital devices than from an in-store sales associate. In fact, close to $600 billion and nearly 20 percent of all in-store sales were influenced by mobile content in 2013, up from $159 billion and 5 percent in the year previous.
Although this percentage has expanded since 2013, still only 46% of all marketers are using some form of mobile marketing (SMS, push notifications, mobile apps, or location-based functionality). Companies that embrace and implement an effective mobile marketing strategy will have a competitive advantage over its competitors.
Before your company takes its first swing at the half-billion dollar piñata, consider these tips to ensure the viability of its mobile marketing campaign:
1. Establish a Responsive Web Design
It has been reported that 66 percent of smartphone and tablet users are frustrated with page load times. Responsive web development assures that the format of the site, along with its content and images, will automatically adapt across any device in order to optimize their appearance. Since 85% of smartphone users believe that a mobile website should be as good, if not better, than the desktop site, a responsive design will keep customers content and increase their willingness to browse and make purchases.
2. Provide Contact Information
Providing consumers with your company’s contact information is essential for all mobile marketing strategies, especially brick-and-mortar businesses. Along with supplying customers with the store’s phone number, it is just as important to include its address and possibly a map. The ability to access phone numbers and addresses with just one-click has provided businesses with an incredible new conversion method. According to Lucinda Duncalfe, CEO of Monetate, “customers are increasingly expecting one-click ‘Amazon-like’ payment experiences and super-personalized mobile sites.” Compared to desktop visits, bounce rates on mobile are 50 percent higher and add-to-cart rates are 30 percent lower. As mobile continues to grow into a larger piece of the ecommerce pie, marketers must shift their attention to personalizing user experience so that mobile browsers become mobile buyers.
3. Employ a Location-Based Strategy
Mobile consumers are just that: mobile. Whether it be a service station or a nail salon, the mobile consumer’s searches will often times reflect their present wants and needs. According to the Pew Internet & American Life Project, three-fourths of U.S. consumers use location-based services on their smartphone. Targeting markets based on their zip codes, addresses, neighborhoods, and check-in points will help drive consumers to your business.
4. Connect with Customers
Among the many advantages of mobile marketing is the convenience of business to customer communication. An effective mobile campaign will enhance the user experience by promoting in-store advertisements and delivering mobile coupons that customers can redeem with their smartphones. Providing users with an opt-in option to receive custom alerts for new offers and promotions is also a dependable way to spark consumer interest and generate sales revenue.
5. Deliver Easy to Read Emails
It has been found that 48% of all emails are opened on smartphones and tablets. Despite nearly half of all emails being opened across these digital devices, research has also discovered that 89% of these emails do not feature responsive mobile layouts. Although email messages opened on mobile devices have higher conversion rates than those opened on desktops, these rates are insignificant if your messages are not mobile-optimized.
As the shift toward mobile progresses past its initial stages, there has never been a more important time to implement a strong mobile marketing strategy. Companies that readily take action to promote this approach will certainly gain a competitive advantage in their market.