In 2013, mobile e-commerce was valued at $43 billion, and mobile traffic comprised nearly half of all website visits during the first quarter of 2014. It’s no wonder mobile marketing campaign managers are investing more and more in mobile marketing tactics that not only boosts their ROI, but also gathers data to help them create even better campaigns in the future.
Harrying all this impressive data into an effective mobile marketing strategy is no mean feat. There are a few things you can do to leverage the power of all the mobile usage data flying around into a positive marketing plan. Sticking to the numbers gathered by recent E-Commerce Pulse research, here are some truly data driven ideas for your next mobile marketing campaign:
Direct traffic is the most significant source of sales for mobile, with close to a third of all sales coming from shoppers converting while on their device. Increasingly, users are bypassing search and heading straight for the source – particularly on mobile devices with a wide range of helpful apps. To optimize this potential, be sure that your landing pages (at least) are all mobile friendly, and that the checkout process is as smooth as possible.
Don’t Forget SEM
Search Engine Marketing (SEM) is thought to be responsible for 24.8% of tablet conversions during 2013. But it drives little more than half that amount on mobile – a reflection of the challenges inherent to small screen devices. On the one hand, you might think it’s not worth bothering with something that offers such a low conversion rate, but how about some blue sky thinking here? Why not up the ante: make your mobile user experience so easy that those conversions start hitting.
Social: Small but Significant
On mobile, social accounts for more orders than on desktop or tablet (68% of Facebook time and 86% of Twitter time is spent on mobile, according to the Wall Street Journal). Nevertheless, the overall sales earned, owned and paid via social media is still a small share of all mobile orders, so your mobile marketing campaign should take this into account. Social channels function more as an brand awareness generator, and a touchpoint for your business, rather than a primary point of sale, so choose your tracking metrics with this in mind.
The mobile e-commerce market is poised to hit $50 billion in sales this year, so it’s increasingly important that retailers continue to invest in mobile marketing budgets. By gathering data from as many individual platforms as possible, you can create a single, ‘joined up’ brand experience across all platforms.