Why retailers should look in to mobile marketing
In this day and age, consumers are just as likely to be entering their credit card details into an ecommerce site at 1 o’clock in the morning as they are to be visiting a store in the mall.
To meet this demand, more and more retailers are turning their marketing efforts online to attract the attention of online shoppers.
Shop.org and Forrester Research Inc recently conducted a study that found 85 per cent of US retailers believe search engine marketing is the most effective way to drive online sales.
Paid search is the most popular choice of marketing, with retailers spending more on search engine marketing than any other tactic.
Social media was a popular medium too, with 62 per cent of retailers currently using Facebook to market themselves.
However, with the growing number of online consumers operating from smartphone and tablet devices, it may pay to keep mobile users in mind.
Smartphone users are far more likely to open emails than PC users. The study found that 42 per cent of the emails retailers send out are opened over a smartphone device, an increase of 14 per cent from last year.
According to a study by ShopVisible, smartphone users made up 15 per cent of the total traffic on ecommerce sites for the whole of last year, compared to 70 per cent of PC users.
Despite these advancements, at this stage only a mere 4 per cent of ecommerce orders have taken place through a mobile device.
Although consumers aren’t making many purchases on smartphones yet, there is loads of potential here to convince them to make a purchase in-store or over a PC.
In fact, at this stage mobile marketing operates similarly to social media, driving brand awareness and loyalty instead of sales.
Therefore, retailers should start looking at ways they can market to mobile users, which could pay off as smartphone and tablet penetration continues to climb.
Posted by Dylan Brown