Mobile marketing being one of the most important trends for retail industry back in 2015, for those who have already implemented this strategy can expect to earn maximum visibility in this year, as well as year to come.
Mobile phone internet usage behaviour worldwide
A report from Statista states 52.7% of world’s population use internet from their mobile phones, and is expected to reach 63.4 % by 2019.
Who are among the maximum mobile internet users in the United States?
Millennial (people who are born in the year 1980s-2000s) roughly account for 80 million internet users in the United States, and each year spend approximately $600 billion.
With Millennial proving to be the most potent force in the coming future, their spending are expected to grow $1.4 trillion annually. This can amount to approximately 30% of total retail sales.
Mobile advertising trends for 2016, what retailers need to know?
I- Mobile apps
Mobile apps have changed the ways consumers shop and gather for information. From allowing shoppers an ability to
1- Compare prices on-the-spot
2- Use mobile coupon codes to access discounts on their purchases
3- Check product availability
4- Get reviews and ratings
As of June 2015, more than 100 billion apps had been downloaded from the Apple Store, while mobile retail via shopping apps is one of the fastest growing markets. Also, the number of mobile app buyers in the United States is expected to 85 million by 2019.
Takeaway: Retailers need to ensure they design an app that can offer online shoppers opportunities for a better shopping experience, or else, can spread their app presence into popular platforms like Google and Facebook- where audience already are spending maximum of their time.
II- Mobile website
With more and more people adapting smartphones for performing their daily business activities, it’s high time for retailers to ensure their online site is well optimized and can support all major touch points available in the market.
In fact, a one-second delay in page load time has been shown to cause a 7 percent loss in conversion and 11 percent fewer page views. For an online store earning $50,000 a day, that one-second delay adds up to more than $1 million in lost sales each year.
Takeaway: Your website page load time is the average amount of time it takes for the content to show up on the screen. While considering this, ensure you keep track load time performance right from the time the online shopper click on the page link or types in a keyword, until completion(when all content is finally loaded).
III- Mobile email
Apart from ignoring the small portion of spam emails, online shoppers do pay attention to the emails sent on their mobile devices. Therefore, your mobile email strategy may just be what makes or break you.
– 69% of Smartphone shoppers are influenced to make purchase on mobile influenced by company emails.
– By end of 2018, worldwide mobile email users are expected to reach over 2.2 billion due to proliferation of mobile devices.
However, as per a survey conducted by econsultancy to understand the Email Marketing Industry Census 2016, 39% of marketers still have no strategy for their mobile email campaigns.
Takeaway: Find out what kind of information will encourage your audience and offer high quality content and information in your email marketing campaigns. If your emails encourage your customers to buy from you, always remember their opinions will count on their friends too.
IV- Mobile search
Search option in a smartphone is allowing online shoppers ability to easily look-up for their favorite products and services and make purchase decisions on-the-go.
– 51% of people look up for new companies over mobile phones
– 55% of mobile retail shoppers actually end up buying something when they search (Source: Nielsen)
However, as per CMO Council over 61% of small businesses currently do not have a mobile search strategy and are missing out on consumers trying to find them via a smartphone devices.
Takeaway: Mobile searches can help retailers support and enhance marketing goals. Therefore, considering location data and voice mobile search increase your brand visibility on maps.
V- Mobile commerce
Mobile commerce allows online shoppers an ability to make purchase, as well as, request for returns using their smartphones.
– M-commerce accounted for 18.6% of digital commerce expenditure in the United States,
as of the first quarter 2016.
Takeaway: Apart from allowing shoppers an ability to get products and information on-the-go, allow quick checkout and returns/refunds process.
Context should be the key to your 2016 mobile strategy
Unlike traditional advertising that you conduct across leading social media platform, your mobile marketing strategy should be innovative. However, success will majorly depend on:
a- Audience you connect with
Not all generations are mobile oriented, however, connecting with generation Y(Millennials) can surely help you make the most out of your mobile strategy.
b- Content offered
Once you are sure of your mobile target audience, next, you need to ensure your product content and brand information is exactly the same what they would like to see.
c- Ability to make purchases
After your target audience finds your information up-to-mark, they’ll immediately like to take actions on-the-go. Allowing them an ability to make purchases can improve conversion rates from your mobile marketing strategy.
To tap among 80 billion US mobile internet users per day, ensure you adopt a mobile strategy to respond to your audience as per their preferences, not yours!
GoodLuck 🙂 🙂
Savio Fernandes is a writer who influences. Writing for over three years at Orderhive, he is currently focused in offering eCommerce and retail solutions for start-ups and medium business owners.
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