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Mobile marketing is no longer a trend, but an exponentially increasing loss in revenue opportunities for ecommerce sites. With ecommerce sales growing another 15% year over year, 1.4 billion people using smartphones worldwide (that’s 1 in 7 people!) and only one third of online retailers using mobile optimized sites, it is time for businesses to jump on the band wagon before the competition becomes crushing (Phillips, 2014). After gaining a better understanding of your competitor landscape within the mobile space, there are dozens of new or mobile optimized channels of marketing to leverage. As a marketer, it is a goal to know as much about your customer profile as possible and put your product in from of them in the right place and at the right time for the lowest Cost per action (CPA). Through mobile marketing you can tailor your messaging, engage with your customer more effectively and generate loyalty through personalized incentives. However, it first starts with understanding what mobile marketing means.
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Leveraging Mobile Marketing
Find. Engage. Retain
Christen Luciano June 30, 2014
Ecommerce sales growing 15% YOY through mobile 1 in 7 people use smartphones worldwide 78% of local-mobile searches result in offline purchases 60% of consumers use mobile to make purchase decisions 32% of all online purchases are made with a mobile device Only 1/3 of ecommerce retailers leverage mobile
The Mobile Landscape
Usability◦ Do you have a mobile optimized site?◦ Do you have a native mobile app?◦ How many steps from search to purchase?
Trust◦ Do you have a user rating?◦ Are people talking about your brand online?
Personalization◦ Are you finding you customer at the right time?◦ Are you reaching your customer in the right place?◦ Are you targeting your customer with the right message?
The Keys to Mobile Marketing
60% of visits come from mobile One-step purchase path Firefly Smartphone for the online consumer
Amazon: Doing Mobile Right
58.36%
8.53%
3.79%
3.43%
25.89%
Mobile Retailer Market Share
AmazonWalmartTargetMacy'sOther
Paid and Organic Search Geo-targeting & display retargeting Social Video
Customer Acquisition
Push notifications In-app messaging Deep-linking Gamification
Customer Engagement & Retention
QUESTIONS
