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It should come as little surprise to anyone that mobile devices are growing in importance for business owners. While the importance of mobile has practically been a mantra for marketing experts for the past few years, research continues to find new ways that mobile devices have taken on new roles in the business process.
With so many products to choose from the internet makes it possible for consumers to research the products they think are considering buying. Mobile devices have become so essential for online retail because they give consumers the power of the internet to research and shop, while being able to do so at any location....
Mobile consumers exercise tremendous where-and-when control over their buying decisions. Marketers must be at the ready to respond to these savvy consumers' mobile interactions. Powering marketers' overtures are fresh mobile-marketing technologies and software, but that doesn't mean mobile marketing is as easy as a swipe and a tap.
Marketers are still grappling with new strategies for the m-commerce landscape. Although the essential components of successful cross-channel marketing strategies haven't changed, today's digital marketers now have to blend these more exacting mobile approaches into the mix.
Direct Marketing News Editor-in-Chief Ginger Conlon and Chuck Moxley, CMO of mobile technology company 4INFO, co-hosted an editorial roundtable on mobile's best and most challenging aspects for marketers. Highlights of the conversation included mobile attribution and targeting; how to connect agencies' and brands' differing perspectives regarding what data to collect and measure; how to integrate mobile into the multichannel mix; and what role mobile should play in marketers' media spend. —Alison Lowander...
Kohl’s is bullish on mobile’s role for the upcoming holiday season, with 30 percent of its mobile traffic being driven by a new wallet feature in its application and plans to bring a new click-and-collect service to mobile.
During a conference call with analysts last week to discuss the retailer’s second quarter results, Kohl’s executives talked up the success of its new app, which has had more than 2 million downloads this year for a total of more than 8 million users. The wallet feature in the app is focused on offers and promotions, enabling users able to scan and save Kohl’s Cash and offers to the wallet and then redeem them at checkout.
Via Douglas G Hall
Mobile devices have changed the way consumers shop and currently they play an important role in the purchase process. We’ve already discussed how important is to develop user friendly experience across all devices. The vast majority of users are likely to leave a website before purchase if the loading time is too long, or site is not optimized well for mobile devices.
It poses a huge challenge for e-commerce companies. They should carefully watch trends of consumer behavior and adjusttheir services to a constantly changing market. We’ve prepared a short lists of m-commerce tips for retailers basing on stats from a cool infographic prepared by SnapParcel....
This week Target became the latest retailer to integrate beacon technology into the shopping experience, announcing that it will test using low-energy Bluetooth beacons to deliver coupons and special offers to the mobile devices of shoppers when they’re near the product in question.
Target is currently testing the beacon technology at 50 stores in major markets across the country, including New York City, Chicago, Denver, San Francisco and Seattle. The retail giant plans to limit the number of mobile push notifications sent to each device to two per visit, in order to avoid driving shoppers insane....
We’re in the age of instant gratification. Almost everything we could possibly need is just a click away. Smartphones are actually changing the way we research products and make purchase decisions.
In the last year alone, there has been a 115% increase in shopping searches coming from smartphones (Google internal data). And these searches are becoming more focused. We want to know which product is the best, who has it for the lowest price, and where it can be purchased nearby.
So how do you give shoppers what they need with a limited screen size, fewer search results, and a difficult transaction process? Google is hoping to make headway in this area with their rollout of new changes that help shoppers find and buy what they’re looking for faster....
The recent news that mobile searches have surpassed desktop searches on Google was considered monumental.
There is no arguing that mobile is not tremendously important. Even for those who did not previously think much about mobile, there was no way to miss Google’s announced “Mobilegeddon” — it was the SEO’s Y2K. Any business in today’s market that ignores its mobile presence does so at their own peril.
This emphasis on mobile might be a story of its own making, however. To be sure, mobile has come a long way since just a few years ago. Yet this new focus on “everything mobile” and “mobile first” might be misplaced if it is to the exclusion of your multi-device users.
What if “mobile first” is not everything it’s hyped to be? What if you are sacrificing real users and real money on the altar of “mobileness”?...
Forrester asserts that consumer use of coupons has shifted overwhelmingly to digital, with 66 million digital coupons redeemed in 2013, up 141 percent from 2012.
However, even as mobile wallets and applications now hand out context-specific coupons at critical moments, most marketers still rely on free-standing inserts.
Forrester recommends that marketers consider the ability of context to improve the relevance of coupons the same as it does for marketing messages. The report recommends marketers personalize their physical and digital coupon offers and distribution...
While most marketers understand what a mobile app is, and also likely have heard or gone through the exercise of creating a responsive website, far fewer have sat down to map out what a mobile-first customer journey looks like.
Of course, it has become table stakes to ensure that one’s company either has a mobile application (I don’t recommend this approach for most brands) or has updated its website to be responsive. This latter technique requires elements like simple navigation, easily clickable links — by either a finger or a mouse — optimized text readability, and images that either scale or are dynamically replaced by larger or smaller images and icons.
But more important in mapping out this journey is to take a step back and think through how, where and with what one’s customers interact with their favorite brands. This journey will differ by user, but behavior will tend to cluster around factors like.....
Brands must embrace a mobile-first approach if they hope to align with current consumer expectations and habits. For retailers in particular, mobile offers substantial opportunity to drive brand loyalty, boost foot traffic and expand basket size. Even as mobile sites become more sophisticated and user-friendly, a good number of brands are still under-investing in mobile capabilities. L2 researchers still encounter some hiccups — broken videos, inaccurate geolocation or broken store locators, and broken links that work on desktop sites — that undermine the mobile experience and a widespread failure to maximize the potential of mobile.
Brands looking to increase their mobile IQ can start with these four fundamentals.
Tonight I wrote a good friend of mine complaining that his email wasn’t mobile responsive and that I couldn’t read it on my phone. If your email isn’t optimized, would anyone complain? Or would they just ignore it or even unsubscribe it?
A few weeks ago on our podcast, I listed out over a dozen different behaviors that we used to do outside our mobile devices before but that had all migrated to the palm of our hand. Phone calls, text messaging, camera, alarms, calendar alerts, commerce, mapping, music, video, banking, gaming, social, health tracking, ticketing, payments, invoicing, researching, emailing, video recording…...
The 2015 holiday shopping season already is shaping up to be a gift for U.S. online retailers, based on IBM’s eighth annual Online Retail Readiness Report just out.
As the final tally of 2014 holiday shopping, online retail sales increased 13% from Thanksgiving through Cyber Monday with the average order value reaching $125.
Mobile accounted for 21% of sales during last year’s holiday shopping season and IBM projects it will account for 26% this year.
Mobile traffic to U.S. retail websites reached 47% in March of this year, a rather huge increase from the 29% just two years ago.
Mobile traffic is projected to top 55% of all traffic to retail websites by the end of this year, according to IBM.
And along with traffic, mobile sales are up.
Mobile sales accounted for 24% of all online retail sales in March of this year, nearly double the 13% from two years ago....
Want to know the key mobile statistics that will help you become a better marketer? Columnist Aaron Strout digs into the numbers that matter.
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As we’ve said before, those customers who take the time to download your mobile app and actually shop with it are your best customers. What do you know about them? What should you know about them? What do they have in common with mobile shoppers and what’s different about them?
A variety of reports have come out recently that attempt to answer these questions. Here’s a roundup of our favorite surprising stats....
You don't need a desktop website, according to Google's John Mueller.
In a Hangout on Friday, Mueller, a webmaster trends analyst for the search giant, said that having a mobile site should suffice. He added that going mobile-first or mobile-only wouldn't hurt a page's rank, even in desktop search results.
While at Google’s offices recently, I had the pleasure to hear a Google Product Manager present the company’s view of how information retrieval has changed with the rise of mobile and smartphone adoption.
They are calling it “micro-moments,” the premise being that as smartphone adoption and use continues to skyrocket, consumers increasingly have small bursts of interaction with their phones across search, social, video and email, as opposed to prolonged periods in front of a desktop.
This viewpoint represents a shift from the linear “sit, search and act” desktop mentality that characterized the early days of the internet, in which research and action were typically performed in one sitting while in front of a connected internet device.
These days, according to Google, more searches are done on mobile than on desktop in many countries, including the United States, Japan and United Kingdom.
Google’s micro-moment perspective posits that discovery and action are decoupled as discovery comes in multi-session bursts, across channels, on a mobile device, while action (conversion/purchase) often takes place later on a larger screen, a laptop or tablet device....
Ahead of this year’s holiday season, mobile commerce appears to have reached critical mass, new research suggests.
In fact, a full 88% of regular mobile users now take advantage of retail mobile apps, according to findings from app marketing firm Apptentive.
That share represents an increase of 174% since Apptentive conducted comparable research, last year.
Even among respondents who reported a preference for shopping in-store, 47% said they plan to do least some of their holiday shopping with retail mobile apps.
Among survey respondents who reported using retail mobile apps, 61% said they use the apps at least once a month....
The current mobile retailing facts demonstrate just how viral this shopping trend has become. With smartphones getting more and more capable each year, it’s easier than ever to make a purchase in just a few clicks using an app or a mobile browser combined with the security and convenience of a digital wallet.
An Entire Population Accesses The Web From A PhoneWith over 1.2 billion people accessing the internet from a smartphone, according to Trinity Digital Marketing, mobile retailing is on its way to becoming the next mainstay in ecommerce.
U.S. consumers represent the most saturated smartphone market, with comScore saying that 58% of people here own a smartphone. Considering that the population of China is roughly 1.3 billion people, there’s an entire digital population using smartphones during the present day....
While some of the commotion was certainly a bit extreme, the update was a big deal, is a big deal, and will mean billions in revenue gained or lost in the coming years. This is especially true now that mobile search queries have already begun to surpass desktop.
Many brands across the globe have been working to improve their mobile website experiences. To help inspire your own mobile web design, the team here at Crayon has compiled 16 companies that are doing a great job with their mobile optimization. Let's take a look at the designs of their mobile websites and go over what makes them so great....
Mobile isn’t the future anymore — it’s the present. According to “Queen of the Internet” Mary Meeker and her 2015 Internet Trends Report, mobile usage has grown to almost 3 hours per day for the average American adult. Compare this to the less than 1/3 of an hour Americans spent on mobile in 2008, and it’s easy to see why marketers everywhere should be paying attention.
As mobile devices become increasingly dependable and effective, it becomes all the more important that companies and marketers understand how mobile can work for them — and how it differs from desktop. These 3 decks lend insight into the ever-evolving world of mobile so you can align with your consumers’ habits and make the most of the latests trends....
Mobile devices now account for 34 per cent of global ecommerce transactions. m-commerce accounted for 27 per cent of all ecommerce in Southeast Asia, putting the region at a similar level to Spain and Italy, and right behind the US, a report released by performance marketing technology company Criteo highlighted.
With smartphones, desktops and tablets being used in a variety of combinations to research and make purchasing decisions, globally, more than 40 per cent of ecommerce transactions now involve multiple devices.
Criteo analysed 1.4 billion individual ecommerce transactions totaling over USD 160 billion of annual sales globally.
Mobile transactions in Southeast Asia now account for 27 per cent of all ecommerce transactions, with Indonesia at 34 per cent, Taiwan at 31 per cent and Singapore at 29 per cent. Globally, mobile transactions are predicted to reach 40 per cent by the end of 2015....
Tips to help you make the most of the psychology of mico-moments and how it impacts mobile marketing.
These days consumers are using their mobile to look for and research businesses, consume content and make purchasing decisions. How are mobile consumers finding you on the Web? Are sure that your website is converting visitors into leads?
This infographic shows 3 places to connect with consumers on mobile. First, the majority of smartphone owners use a search engine at least once a day. Mobile landing page improves both the quality score and the search ad position. It is good to know that Google’s "Mobilegeddon” algorithm update means non-mobile websites are penalized in mobile search results.
What is more, the infographic shows that 72% of the mobile consumers want to visit a mobile-friendly website. Additionally, consumers are spending time in app so you should consider creating an offer and delivering it to consumers through mobile apps....
When discussing emerging trends in mobile device use recently, I was asked what 2025 might look like and what industry is at the greatest immediate risk. That answer was advertising — it’s about to change forever, for three key reasons:
- Reduced visibility of traditional mobile ad placements
- Less reliance on web search, websites and apps for information
- The rise of voice user interfaces paired with improved artificial intelligence.
The third may sound particularly far fetched, but it’s actually already here, and will become a pillar of personal computing within 10 years.
Let’s explore these forward thoughts in a little more detail…
A new report from mobile intelligence firm NinthDecimal provides new insights into the influence that mobile devices have on shoppers.
Based on data from Q2 to Q4 in 2014, the Mobile Audience Insights Report discusses how the use of mobile phones and mobile advertising are changing consumer engagement. Significantly, the research found that store visits increased by 80% upon viewing a mobile advertising.
In addition, 54% of consumers used their mobile devices to shop for products, compared to 46% on laptops. This represents a 59% increase from Q4 2013 to 2014 and shows the growing significance of mobile in our lives.Shoppers are increasingly turning to their mobile devices to shop....
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