As the new consumers of the era go mobile, brands have no other choice than reviving their digital platforms to keep pace with this digital generation. And mobile marketing and m-commerce together are now gearing up since communicating with consumer closely and in real-time is the biggest opportunity.
Starting with the “mobile friendly” options on the websites in early 2000s, e-commerce was revived with the help of responsive design, and then the “mobile-first” champions came around [source: kissmetrics]. Responsive web design enabled web-sites to provide an optimal viewing experience – easy reading and navigation with a minimum resizing, panning and scrolling, across a wide range of devices. However, browsers of mobile phones did not understand the software language or the media queries, and “mobile-first” aimed basic website designs were enhanced for smartphones and PCs. Then we met “bolt-on” e-commerce which can be basically defined as an online store added onto a web-site.
As the mobile device usage increased however, customers’ shopping behavior could not have been predicted in the same way as it was done in the past, and providing a shopping cart on the website became inadequate very soon. It was the time of combination of proximity and omnichannel marketing with the existing e-commerce platforms, and the consumers tried to shoot via their soft spots: mobile devices.
According to Paypal’s research on the mobile market, which is close to the half of the traffic saturation - it is an impressive growth in the recent years which is nearly 92% over the period from 2012 to 2014. "M-commerce now accounts for 73 percent of all mobile payments, while web commerce sales are just 35 percent of all web payments, which means that mobile consumer is increasing faster than the traditional Internet consumer." Moreover, as ABI Research recently claimed, mobile sales channel is expected to represent 12 percent of all e-commerce sales in the next few years" [source: PayPal]
Considering that 75% of the current world population owns a mobile phone and that they spend twice as much time on them as they spend on eating, marketing executives just can't shy away from these new needs of the dynamic online consumers of today.
National Retail Federation’s recent report claimed that more consumers are now looking for products and services while they are on the go or from wherever they are. With the help of alert telecommunication technologists, the high speed wireless networks makes anywhere an online market. Additionally, as there are more tablets than ever in the consumer hands and the smartphones are still the primary portal of their digital lifestyle, mobile commerce has to be more providing as well as being more attractive.
As PayPal emphasizes, "more merchants than ever are eager to gain an early advantage in mobile and are already learning from their peers’ experiences, investing in their m-commerce initiatives and infrastructure, and ramping up mobile marketing strategies." Another claim from Forrester Research also says that mobile commerce is expected to reach 31 billion dollars by 2016 which was only 3 billion dollars in 2010. In other words, any brand on the competitive ground of this new dynamic market has to spend much more effort to get the biggest pie from this dynamic cake first. Givenchy, Nordstrom, J.Crew, Oscar de la Renta and Gap are a few brands who are doing the most they can do to incorporate such omni touchpoints, such as creating specific mobile-apps, giving a personalized shopping experience in-store via i-pads - giving the users an interactive 'virtual sales-staff' support at their fingertips.
To reach the mobile consumer, brands have to pass through understanding the more they want. While it was simply okay for customer to have info about how the product looks like or some details regarding material of it like two years ago, today’s mobile device master consumer waits for more innovative, more attractive, smarter and easier shopping experience. And at this point, mobile commerce provides brands with millions of payment options as they can define their own payment standards. Thus, picking the right payment option within high reliance seems to be the recent strategical duty of the marketing executives.
Recall the PayPal and Galaxy S5 collaboration which aimed to provide a biometric payment easeness while making a purchase online. It had better to remember that there are failures due to the security reasons as happened in the near past. But this leads us to one and only conclusion that finding a better payment option is the inevitable and endless research subject for today’s executives.
Customer wants not only ease and innovation but also convenience and brand loyalty. As Harris Interactive survey of mobile buyers states, "consumers have high expectations for mobile websites or apps that include a fully functioning checkout system. Mobile consumers who have difficulty navigating a checkout flow or are unable to complete an order say such transaction problems are more frustrating than being stuck in traffic."
Mobile marketing and m-commerce collaboration seems to be the inevitable trend of the area. Now is the time to take more statistical actions while instantly reaching the consumer from anywhere or anytime via his mobile device. Whilst reaching on-the-go customer before any competitor passes through acting in innovation and attraction, however, providing reliance in the fastest way is the major challenge. Thinking about each and every point of this dynamic marketing mix can be so difficult, but all in all, remember that getting the first and the biggest pie from the cake would worth all the effort.
To read more on the best possible omni touchpoints a brand can incorporate in order to accelerate both online and offline sales, read our Marketing Research on Omnichannel Retailing.
To know how we can support you optimize your e-commerce and m-commerce results, get in touch, here.