Consumers nowadays are showing an increasing predilection for researching products and making purchases on mobile devices rather than desktops. A recent Forrester report revealed that mobile commerce surpassed desktops in retail traffic last year, while Prosper Mobile Insights indicates that 81% of smartphone users have done product research from their phones with 50% eventually making a purchase through the same device. The preference for mobile commerce therefore presents demand and opportunity for mobile marketing strategies to attract new customers and foster brand loyalty.
One important strategy involves mobile optimization of emails and websites. According to a Litmus research report, 51% of consumers check their e-mail on a smartphone or tablet, yet 80% reported deleting the email if it was hard to read or did or format properly. What message can be taken away from this? When sending emails to customers, it’s critical that the format be optimized for mobile so the message–or reward–is never lost. Use a clean, uncluttered layout, large font, and small, concisely written blocks of text instead of long paragraphs—this will dramatically improve the appearance of your email and make it easier to read. While images can enhance appearance, large image files may take too long to load. It’s wisest to keep images to a minimum and also ensure that customers can respond or navigate to a new (also mobile-optimized) page with buttons. Remember that space is limited on a mobile interface and customers are always looking to save time—so keep it simple and straightforward.
Website optimization is just as critical. While the appearance of a mobile version website does not have to match the web version exactly, the content should be rich and not lacking in critical resources. Once again, buttons allowing the customer to make a purchase, contact the business, or link to social media should be easy to find and functional. Links are hard to click on, so they should be avoided whenever possible. Research has shown that shoppers are more likely to purchase from a brand that offers an engaging mobile experience, and keep in mind that customers often compare web and mobile versions when it comes to fostering brand loyalty.
Lastly, never underestimate the power of social media. As many consumers enjoy accessing their various social media accounts from their mobile devices, businesses are poised to reach a greater audience by marketing directly to their customers through these sites and making it easy for them to leave reviews. Businesses may offer especially targeted deals to customers based on their purchase history, for example. Consumers also like to look up reviews before making purchases, with First Data reporting that 81% of smartphone users checking social media for reviews before buying. It’s therefore critical to integrate a mobile program with customer reviews and offer social media sharing buttons on mobile to facilitate mobile marketing.
When done right, mobile marketing strategies provide excellent ways for businesses to attract customers and build loyalty. Therefore, companies need to strategize how and when to engage with their customers to ensure optimum success.
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