E-commerce is no longer just a matter of a computer, an internet connection and an eager consumer buying. The boom of tablets and smartphones has made the Internet users to be increasingly using these devices to shop online. In fact, statistics show that mobile commerce is experiencing a boom time. The m-commerce is being the revolution that will change the way we buy again.
Mobile Commerce in the shops
However, despite all this, there are still those who do not give much importance to mobile commerce versus ecommerce in general and also those who are focusing their resources in other areas to prepare for times of great influx of consumers. The next time of peak consumption will be the Christmas campaign, marketers should start preparing now.
Improving Mobile Commerce
Mobile commerce is the area where traders are neglecting, favouring instead efforts in marketing or social media. In fact, 2 out of 3 companies will invest more in social media ahead of the Christmas season this year. We mentioned before the importance of having a multichannel approach to consumers to favour the shopping experience, and a suitable website for mobile is paramount, in order to add to the consumer journey online.
But mcommerce will continue to be demanded by consumers, they can also buy more and better using their mobile devices.
Targeted ads Campaigns
Segmentation is key when a brand tries to get closer to consumers, whatever the season, the industry in which you work or the ultimate goal of it. To sell you must know who is buying, and above all, offer them what they are really interested in buying. Mobile devices also open out to greater segmentation, allowing to include other variables and consumer approaches that much more complicated, such as, geolocation issues or the use of games (at time of continuous use) to sell the product.
A more human approach
Besides being closer to consumers in a highly targeted way, it is also important to take into account the human factor to establish a relationship between brand and consumer. It is also something that happens in social networks where consumers, not only expect a nice treatment, but also for brands to break into a particularly personal moment.
It is vital to target the moments when advertising on mobile devices, in order to offer ads as content quality or reward for reaching a goal. The idea of reward is one that is used, for example, to make consumers see online videos from mobile. In the Christmas season in general, the feeling is much more open to the ideas of rewards and gifts and, above all, to the idea of giving (and receiving) stuff. According to company estimates, a reward system increases 14 times the purchase conversion.
Samples and discounts
Actually this point is not the discovery of what gunpowder stores have been doing for decades and possibly centuries to drive consumers to the products they want to know. There is no reason not to use these techniques in mobile device’s sales to increase conversion and the retention of users that used to shop offline. It is not really giving only coupons, but how to expand the sale, for example, does the fact that after X promise the consumer will buy a gift or reward.
And another thing that works outside the mobile environment may also work in it, as during the Christmas season consumers buy more from their mobile but also use their phones much more. In the United States, for example, Thanksgiving is a day of the year when more games are downloaded. Brands should be positioned to focus on those things and taking this opportunity.
Rich media ads
And finally, mobile commerce is dependent on resolution. All the efforts made in mobile brands and advertisement on these terminals, in order to turn an opportunity into a sale, would not make sense if the final touch is not resolution. Advertising intended for mobile devices work better than simple banner, and get better results for consumers.
These ads get much better ratios of user interaction on mobile devices, making them much more effective.
This article originally appeared on Marquetingquery and has been republished with permission.
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