It’s no surprise that mobile Commerce has grown exponentially over the past 12-18 months. Mobile hasn’t just improved the efficiency of shopping, it has changed the way in which we browse, research and ultimately pay for items. Mobile has opened up the commerce door to millions of mobile subscribers worldwide, and the number are only going up! In addition to this, mobile is bridging the gap between the on-line and physical with over 76% of store location activity is now performed on a smartphone device.
What this points to is for retailers to embrace both the mobile commerce channels and also mobile marketing channels to drive new users in the real and digital worlds. Mobile has become the root of the purchase, and currently accounts for more 80% of purchases, even though the purchase may not have been carried out on the phone. Cannibalisation is a dirty word, and should never be used.
So what can we do to attract more mobile usage, sales and searches. First of all, the very basics:
1) Make it easy for people to use your mobile site! Simple design, UI/UX can go a long way.
2) Make it easy for people to pay. More than 3 steps in a payment process will reduce conversion by up to 60%. Streamline the process wherever possible.
3) Encourage log-ins where possible. This will allow users to add to basket and continue the purchase on-line. It as give you the power to re-target if they don’t finish the purchase.
Here are few steps to marketing:
1) Know your audience! The key to marketing on mobile is to deep dive into you mobile audiences habits. Using tools like Comscore, Forrester etc. allows you to build out specific audiences based on smartphone usage habits, interests on mobile, locations etc
2) Have a clear set objective and KPI’s in mind. If you have a robust tracking solution in place you should be able to track and optimise to any event you wish including usages, registrations, sales etc. Make sure you find your audience before you jump in to ROI focussed campaigns.
3) Test test test: this goes for both networks and creative. Creative can have a huge impact on campaign performance so setting up test cells with variations of images, colours, copy etc. will give you the best chance of success.
4) Data capture for re-targeting: Finally mobile is starting to catch-up with digital in terms of remarketing. There is a long way to go but it can be done and we are already seeing great results from a number of clients in various industries. When setting up your tracking ensure that the correct identifiers are being passed back in order to re-engage those users. With apps, enable deeplinking.
5) Analyse and optimise: As with any campaign, the key is in the data analysis. Breaking campaigns down to a granular level will allow you to pick out the pockets of goodness even when a campaign doesn’t seem to be performing well. These insights will power the optimisation ensuring you are constantly bringing out the effective creative, demographics, handsets etc.
M&C Saatchi Performance is an award-winning performance marketing agency focused on driving measurable results for organisations in all industries. Feel free to get in touch with us about your new project.
