Driving Mobile Commerce Through Mobile Advertising
eMarketer predicts that mobile commerce sales will reach over $123 billion by the end of 2016, accounting for 2.6% of all total retail sales. The key driver of this explosive growth in mcommerce is the expansion of smartphone access across the globe. Despite this, many retailers ignore or are still unsure of the sales potential of mobile.
There is a myth among retailers that consumers only use their mobile devices in quick bursts, playing a short game or sending a quick message on social media instead of purchasing goods. The common belief is that if a user does visit a retail site or app, they are simply doing quick research and won’t complete the purchase using their phones. However, research shows that while a lot of users use their phones to research a product—60% according to a recent survey—over 40% will end up completing a purchase directly on their phones.
As more and more users become smartphone-enabled, retailers and sellers need to start thinking about a comprehensive mobile strategy to capture these mobile sales. But, a lot of retailers will make the mistake of thinking that they can just copy their marketing strategies for mobile from other mediums like desktop or TV. To be truly successful, it is essential to think “mobile first” in every stage planning a mobile campaign.
Below we have three essential factors that you need to consider when launching your first mcommerce campaign:
Understand Local Mobile Differences
The biggest strength of mobile is its truly global reach. But, unsurprisingly, each market has its own preferences and limitations when it comes to mobile commerce.
For example, mobile users western countries like the US and Europe are more likely to have access to mobile payment systems like Android and Apple Pay, and they are more likely to have ready access to credit and debit cards.
In contrast, users in emerging mobile markets like India or Nigeria are less likely to have credit cards and instead prefer alternative methods of payment. Oftentimes, mcommerce payments can be processed through local payment providers or billed through a user’s monthly phone statement. Some international retailers even support a cash payment system where the user pays when the item is delivered to their home.
It is important to consider these differences when deciding where you want to advertise your goods. If a user in China clicks on your mobile ad, but you only support Android Pay (which isn’t used widely in China), you risk losing a sale.
Know Your Users
It is essential to do a deep-dive into user behavior on mobile before launching your mobile commerce campaign; you need to truly understand who your customers are and how those customers operate on mobile. For example, knowing a customer’s socioeconomic level will help you to target a campaign. In the US and Europe, users with more disposable income tend to use Apple devices, while lower-income users are on Android devices.
On another level, younger generations are often much more active on mobile and are typically more likely to make a mobile purchase. It is usually pretty easy to find where young mobile users spend most of their time—in gaming apps, mobile dating services, and social media—making it easier for you to target your mobile campaign.
If your customer base skews older, you will need to work a bit harder to find out their mobile behaviors and preferences.
Have a Strong User Experience
Even if you create the most flawless mobile ad campaign for your goods, it will mean nothing if your app or mobile site isn’t personalized for your users. Offer users relevant goods based on their demographics or past buying habits. Create coupons and promotions for new users and to keep users returning to your store. If possible, allow users to save their preferences like favorite items, brands, preferred shipping and payment methods, and more. The simpler it is for a user to make a purchase, the better.
As mobile continues to grow and become a dominant force in global culture, more retailers are looking for ways to capture mobile audiences. The biggest mistake they make is assuming that mobile behaviors mimic desktop and TV behaviors when it comes to purchasing. It is essential to create a mobile marketing and advertising strategy that is mobile-first from beginning to end.