We are living in an age when people are migrating away from their desktops in favor of the freedom of a more mobile existence.
As a result of this steady yet seismic shift, mobile commerce (mCommerce) is no longer an optional marketing discipline for modern brands and businesses – in today’s world, it’s a necessity.
While mCommerce has by no means replaced or eclipsed eCommerce, it is certainly on the rise, becoming an evermore powerful force in the digital world. To put this in perspective, recent studies show that online shopping using a desktop or laptop has so far diminished by 15% in 2018, compared to smartphone-based transactions, which have doubled.
At present, over 25% of the world's population – that’s around 1.6 billion people – are using their mobile devices to purchase consumer services and products. Moreover, 20% of Millennials in the US alone admit to checking their smartphones at least 10 times in a single hour, an insight that is difficult to ignore.
The rise of mobile is undeniable and by optimizing your touchpoints, marketing communications and digital assets for the mobile experience, you will not only survive, but stand to thrive on tomorrow’s consumer battlefield.
“If you’re not using mobile marketing to attract new customers to your business, don’t worry - your competitors are already using it and are getting those customers instead.” Wendy Clark, DDB, North America
To provide a more panoramic view of the undeniable rise and importance of mCommerce, here are the statistics you need to know:
To add to the above, here are some key trends in mCommerce today:
It’s clear that mobile is becoming an increasingly critical part of our everyday existence, and by enhancing your mCommerce initiatives alongside your eCommerce offerings, you will be able to boost brand awareness and expand your audience significantly.
To help you in your quest for mobile domination, here are some actionable ways you can optimize your website for the mobile experience.
By its very nature, mobile is one of the most streamlined and convenient means of shopping for many consumers. That said, making sure your mobile content is accessible and adaptable is vital.
Developing easy-to-navigate interfaces, a choice of payment models and customized content will help you optimize your website and achieve mCommerce success. Moreover, your mobile content should be optimized in a way that it is digestible for all available formats, not just iOS and Android.
With mobile, the substance of your copy is only as powerful as the user experience it delivers. For instance, a recent study discovered that 67% of mobile users are more likely to purchase a product or service when the site is mobile-friendly. If your load times are slow, your content isn’t adaptable, and your webpages aren’t optimized for mobile screens regarding aesthetics and functionality, this will prove detrimental to your reputation.
Geo-based tagging is an effective means of delivering targeted, personalized messages on time and location-specific deals or promotions via mobile.
In fact, a study from Google has shown that nearly half of women would share information on their location if given a $5 store credit, while 83% would optin for a $25 store credit.
This approach will not only help in encouraging subscriptions and sharing promotions, but will also be invaluable for creating the kind of tailored, adaptable, mobile-centric, location-based content that will spark engagement and result in conversions.
While a website remains the HQ or nerve center of a business, email remains a relevant and powerful digital marketing channel.
Around 53% of email campaigns are accessed on a mobile device, so ensuring your marketing emails are optimized for such devices is essential.
Focusing on short, punchy, actionable subject lines, imagery that sits on screen correctly and keeping your copy clear and concise are all ways of enhancing the success of your marketing emails via mobile.
A Cutting-Edge Approach
Already, the mobile market has become saturated, meaning that to cut through the noise, standing out should be a top priority concerning your mCommerce or mobile optimization strategy.
In addition to following best practices, developing an eye-catching logo, focusing on offering and sharing your unique selling points in a digestible format and taking measures to provide a flawless user experience (UX) design based on forward-thinking innovations will earn mCommerce success.
ould conduct extensive industry research, gather competitor and consumer intelligence through social listening, create customer experience maps and work in a collaborative cross-departmental capacity to create mobile functionality and applications which will engage your target mobile prospects with cutting-edge functionality. This will boost your brand authority in a big way.
“The mobile device has become our communications hub, our diary, our entertainment portal, our primary source of media consumption, our wallet and our gateway to real-time information tailored to our needs. The revolution is now!” Peter Rojas, Gizmodo
The age of mobile is upon us, and while eCommerce is still a potent force, those who leverage the power of mCommerce today will reap the rewards tomorrow. A failure to optimize your efforts for mobile could result in disastrous consequences.