How to successfully implement your mobile eCommerce marketing plan
Everybody is addicted to their smartphones all day long. Because of this, mobile devices now account for the majority of traffic to e-commerce sites.
All the online purchasing and usage statistics point to mobile as the future of e-commerce, and it has already made its appearance.
We rely on smartphones more than ever, from Zoom conversations to social media, app notifications, and touchless payments. Effective mobile marketing is therefore as fundamental to business as light and energy. Campaigns created specifically for the mobile channel are essential in the era of m-commerce.
You risk slipping behind if your mobile marketing approach isn't killing it. What characteristics identify a successful mobile marketing campaign? You must first comprehend the fundamentals of mobile marketing and why mastering them is important for your company.
What does the term "mobile marketing" mean?
The phrase "mobile marketing" refers to a broad range of instruments, methods, and technology. The audience they target and the medium they use are both mobile shoppers, which unites them all.
Your mobile marketing strategy is a set of strategies you employ to connect with all of those potential mobile clients. Although when we hear the word "mobile," we usually immediately think of smartphones, marketing to mobile users frequently involves employing many channels, including push notifications from shopping applications, SMS, SEO, email, social media, and content marketing.
Mobile marketing is so important since current life is mobile-first. On average, people use their iPhones and Androids for more than three hours every day. Being where your target customer lives, works, commutes, or shops always makes sense in marketing. These days, that entails interacting with them via mobile platforms.
Stats on mobile marketing
The typical individual uses their smartphone for four hours every day.
We now watch less television and more time on our cellphones. The typical individual looks down onto a portable device for 5–6 hours each day. That is equivalent to 4 hours of TV time.
Voice shopping has become available.
Find me a stylish pair of sneakers, Siri. You need to stay up if you haven't previously tried making a purchase with the virtual assistant on your smartphone. Voice purchasing is anticipated to be valued USD 40 billion by the following year, an increase of 1,900% from 2018.
The use of mobile websites is decreasing
The difference between mobile websites and applications is widening. The amount of time smartphone users spend using mobile web browsers is steadily decreasing. Instead, they're switching to smartphone applications.
Apps are where most mobile time is spent.
Approximately 84% of the time we spend on mobile devices—which is growing—is spent on applications. Smartphone app usage by mobile users averages 4 hours per day, up 30% from just two years ago. The figures are greater in certain marketplaces, topping five hours. The amount of time spent on apps increased by 80% from 2019 to the present.
Why design a specific mobile marketing strategy?
You'll lose ground to the competition if you don't aggressively engage customers where they are. Although individuals access the internet mostly through their mobile devices, there are other factors to consider when optimizing your mobile marketing plan.
Low entry barriers
Many mobile marketing methods are simple and affordable to use, in contrast to other internet marketing strategies like AdWords and SEO. You don't need hefty expenditures or technical know-how to undertake push message marketing or an app store optimization campaign. You can get started with some preparation, planning, and support from sales and senior management.
Real-time interaction
Reaching out to a mobile user increases your chances of connecting with them "live" while they're using the device because mobile is a right-now medium. Consider the potential impact on conversion and time to ROI. Every action you take in mobile marketing is similar to a point-of-sale promotion at a shopping center. When a person is just a few steps away from completing a purchase, you can contact them.
Geographically aware technology
Most individuals always have their smartphones with them. This entails that you may present the user with offers and information based on their location, such as if they are close to one of your physical locations. A few years ago, Burger King made headlines for doing this by promoting the Whopper to mobile users near competing eateries.
How to start a mobile marketing campaign
Knowing what consumers like and dislike about your present mobile presence is crucial before investing time, resources, and money into a mobile marketing program. Look at your site analytics to see which pages people are visiting most frequently, where they are coming from, and where they are losing interest.
Consider doing ethnographic research; many brands already do this. Customers from all demographics should be gathered in one location, and you should watch how they utilize your mobile website or app. For instance, keep track of how often people go between product pages and category pages or see how much time is spent perusing the selection.
Another excellent technique to explain how people engage with your business on mobile is via heatmaps. Heatmaps may show where people frequently click and how far they scroll down a page. The "hotter" an element on the page is, the more clicks it has gotten.
Techniques for promoting mobile e-commerce
How therefore do you create a fruitful mobile e-commerce marketing strategy? Let's think about the main strategies and how they may be applied.
Multichannel it up
Marketers no longer concentrate their efforts on a single web channel. Brands are seeing mobile as the connecting medium between channels like push notifications, mobile advertisements, and social media — the ideal unified medium to drive engagement and strengthen conversion. This is because mobile devices are becoming more and more personalized, and using them is becoming a more intimate experience.
Video material
Mobile users are voracious consumers of video material, which makes marketing films quite successful in inciting a buying urge. More than 85% of millennials claim to have purchased something as a result of seeing a marketing film. Try to include quick product demos, video advice, or unboxing films that help customers virtually feel the excitement of a purchase.
Give users a mobile application
You may collect client information using a mobile e-commerce app to tailor content and messages to their preferences. Customers will see offers to encourage cross-promotion, messaging customized to their segment or demographic profile, and product suggestions based on prior purchases. These components can increase conversion and decrease cart abandonment. Companies that have e-commerce apps generally receive a 54% increase in mobile revenue.
Next Steps:
Having a focused and efficient mobile marketing strategy is crucial since e-commerce is migrating quickly to mobile. You must reach them where they are, which is increasingly on their cellphones.
There are several mobile marketing strategies that can produce excellent results. Your possibilities are essentially endless, ranging from designing a high-end mobile shopping app to optimizing your website for smartphones.
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