Mobile marketing for eCommerce: make your strategy work(1)

  • If you want to make your mobile marketing strategy for eCommerce work, you cannot miss these tips we have chosen for you.

  • In eCommerce, as in the entire online environment, the appearance of mobile phones changed the game rules in a decisive way. It was a progressive and fast process with no way back. Your users like to use their mobile phones to buy and browse

    This leaves us with only one option: if we want to grow in eCommerce, we have to be where users are; And our strategy has to adapt to the reality of different devices and consumption habits

    We are going to give you some interesting clues. 
  • Is mobile such a big deal?

  • Of course, it is. Keep in mind, just as a relevant fact. Google has prioritized indexing pages through the mobile bot for months. This mobile first index, together with the fact of turning loading speed into a ranking factor, represent a true statement of intent

    But Google is not the only one involved in this: it is something that is given by the user himself and his new behavior patterns. 

     If we analyze Statcounter data for Spain in the last 12 months, we see that 46.5% of traffic comes from mobile devices. Surely, if there had been no lockdown in March, April and May, this percentage would be even higher. 
  • In the end, we found that mobile users are already surpassing desktop users on occasional manner(in some countries more than enough) and the trend is upward (apart from anomalous circumstances). 
  • What is mobile marketing?

  • Mobile marketing is the set of strategies and tactics aimed at conversion on mobile devices. 

    One might think that the digital strategy should be enough to reach any user regardless of their device. However, this is more than just a matter of formats

    To run an efficient mobile marketing campaign, we have to stick to other general rules, such as: 
      • Its own usability and accessibility
      • Native functions other than desktop functions, such as geolocation or camera.
      • Different search intent in which it could be more important, for example, local and direct purchase, almost impulsive. 
  • Pros of mobile marketing

  • Beyond the one that emerges from the introduction, which is the volume of traffic that it already represents, there are some important advantages in aiming our eCommerce strategy to mobile marketing
  • #1 – Full availability

  • Users are permanently connected. The mobile has become an extension of themselves, and they no longer depend on sitting at a computer to surf the internet.
  • #2 – Proximity

  • Mobile is not only ubiquitous: it is also private and personal. Unlike computers, people do not usually share a mobile phone, so the relationship with the brand is much more direct

    This also influences certain mobile marketing strategies, such as retargeting on Facebook or Google, which will have greater efficiency by not losing the user's focus. 
  • #3 – Local priority

  • Mobile marketing campaigns give us the possibility to expand the reach of digital marketing to retail. 

    For example, you can run a Google Ads campaign showing your ads on Google Maps. When someone searches for “shoe stores” on maps, he is much closer to convert in all aspects rather than if the search was made in a search engine from his living room. 
  • #4 – Direct conversion

  • Mobile is, nowadays, an additional method of payment. Conversion is becoming easier and it needs fewer steps to take from the mobile phone.

    In Oleoshop we have recently added the option to pay using Bizum service, which is even faster than credit card and runs entirely within the experience on the device itself natively. 
  • Downsides of mobile marketing

  • Of course, there are some of them. However, if we think about them pros win. They are mainly the following:
  • #1 – You need an adapted website

  • This should not be a problem if your page is modern or has been created using a powerful software. In fact, all our stores and websites are perfectly adapted because we know the importance of mobile. It is the so called mobile first.

    You need a page that meets the criteria of mobile usability (load speed, accessibility, ease of use, compatible technology ...) because, otherwise, user will have serious problems when buying from your online store, which means a high bounce rate. 
  • #2 – User´s costs

  • This is especially noticeable when you do display campaigns with a multitude of banners. In the end, you are going to need to play around with different measures that cover all locations (unless you use adaptive ads where available). 

    Message is also affected. The support and the search intent are totally different, so you will also have to work on copywriting in another way. 
  • Stay tuned for the next post, because we will get into the matter with mobile marketing strategies that work. You interested in all this, right?

  • Images | Unsplash.

Miguel Nicolás

Miguel Nicolás O'Shea is a life-long copywriter (more than 15 years working in agencies) and a specialist in Search Marketing (SEO and PPC). From now on, he will contribute with his online marketing experience to Oleoshop, publishing regularly.

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