Are you marketing your business without acknowledging that a vast majority of your shoppers are mobile-equipped? That means you could be communicating with them far more than simply when they venture into your store. With roughly 80% of internet users owning smartphones, and 40% of users’ internet time being spent on mobile devices, retailers need to incorporate mobile into their marketing mix.
Researchers are predicting that smartphones will account for 60 percent of e-commerce visits by the end of 2017. Mobile is disrupting how customers engage with brands. That means retailers shying away from mobile marketing will be left behind as customers increasingly report wanting to interact with their favorite stores on mobile platforms.
Ideally, a mobile strategy connects shoppers with retailers through smartphones, tablets, and other mobile devices. Mobile customers can ask customer service agents questions, chat with agents, and get personalized information, including recent account statements and in-stock inventory.
Retailers can build loyalty programs into mobile marketing efforts to encourage customer trial and create shopping habits.
There are several ways of integrating mobile into your strategy:
App-based: Retailers don’t have to create an app themselves; various services are available to help design mobile ads that appear within third-party mobile apps. And Facebook lets advertisers create ads that are integrated into the social network’s mobile app. Promoted Post ads integrate seamlessly with Facebook’s news feed, so users often don’t realize they’re viewing ads.
In-game: These appear within mobile games as banner pop-ups, full-page image ads or sometimes as video ads that are visible between loading screens.
Location-based marketing: Advertisements appear on mobile devices based upon a user’s location. If they are in the mall where your business is located, they’ll receive a coupon as a text message, for example. Retailers choose specific boundaries on how far these ads can travel.
Mobile ordering: Offering ordering via an app is a great differentiator for a retailer. Customers expect a seamless experience, so building a robust app is crucial. The mobile order experience should include the elements of an in-store order within the app: view full menu, customize items, make a mobile payment, and complete the order.
It’s a mobile-first world, with increasing numbers of shoppers using their devices to complete or research purchases. The time is now to start building —or improving — your mobile presence.