The Art & Science of Mobile Marketing to Elevate Your eCommerce Game!

The device is not the future of marketing; it’s the present!

Today, the customer journey often begins and ends on a smartphone. So, as a marketer, it’s your job to engage with your customers on their choice of device. Marketers can’t ignore the surge in M-Commerce, as consumers command an experience that rests on mobile optimization. Brands need to prioritize mobile marketing in their eCommerce strategies.

Here are some ways in which mobile marketing can be used in eCommerce:

• Responsive Website: It is crucial to have a mobile-optimized website, as more than 50% of online shoppers use their mobile devices to browse eCommerce websites.
• Mobile Shopping Apps: Through Mobile apps, brands can offer personalized recommendations, exclusive deals, seamless shopping experiences, and loyalty programs.
• SMS Marketing: SMS marketing can be used to send personalized offers, alerts, and notifications about new products or sales.
• Push Notifications: Push notifications can be used to remind customers about abandoned carts or to provide real-time, personalized recommendations.
• Wallet Payments: It is essential to provide customers with a range of mobile payment options, such as Apple Pay, Google Pay, and PayPal. Mobile payment options make it easy for customers to make purchases quickly and securely.

In summary, mobile marketing is a critical part of eCommerce as it allows businesses to reach customers directly on their mobile devices.

Mobile-first strategy is imperative

Effective mobile marketing is about delivering personalized, timely, and geo-sensitive communications to customers wherever they are. Seamless customer journeys are a collection of joined-up micro-moments on mobile:

Customers can get what they want where they want. And while marketers strive tirelessly to make their websites and emails responsive on mobile, few have adopted a mobile-first approach.

The premise is simple: design everything for a mobile device in the first instance.

It’s time to up your mobile marketing spend

Such exponential growth in m-commerce sales highlights that customers are spending more time on their smartphones. The brand response is to ensure the entire customer journey is optimized specifically for mobile.

Must Haves for Mobile Marketing Tactics

Below we’ve split the journey stage into different stages; at each, we’ve outlined the action points you should be taking as a marketer to deliver an exceptional experience on mobile.

1. Grow your mobile reach from day 1

Journey stage: A mobile shopper browses your site on their smartphone and then subscribes to your emails. First impressions count, so take an interest in this new subscriber and wow them with your bestsellers.

Marketing action points

• Design emails for the smallest screens first. Build all of your mobile-first email templates.
• Create mobile-optimized pop-ups. It’s an effective way to grow your mailing list. Don’t forget to make your consent text crystal clear.
• Implement a three-stage welcome program; introduce your USPs, ask for preferences and offer a welcome gift (i.e., discount codes or free gifts on first purchase).
• Gather data to tailor your future multichannel communications. Powerful insight like location, phone number, and communication preference translates into relevant content and generates real long-term engagement.

2. Engage customers at meaningful moments

You need to meet customers in the moments that matter to them. Make the most of your most engaging sends. That’s where you can leave a lasting impression.

Marketing action points

• Create nurture programs that filter contacts in and out depending on their data. This could be the preferences they originally submitted during the welcome journey.
• Send broadcast promotions and event-based notifications via SMS and push.
• Anniversaries are a great conversation starter. Set up a multichannel birthday program that offers a special gift to subscribers.

3. Re-engage to keep customers hooked on mobile

It costs 5x more to acquire a customer than it does to retain one - capitalize on this and

Marketing action points

• Create customer segments (e.g., haven’t purchased in 6 months) to automatically enroll lapsed customers.
• Use behavioral insights to populate the email with specific product recommendations.
• Retarget inactive customers with an Ad using Facebook Audience or Google AdWords.

Summary

A successful mobile marketing strategy can make or break your eCommerce game. A lot of factors play crucial roles in gaining and retaining those mobile consumers because the fierce competition adds up to things, and savvy users have short attention spans.

If you are looking to build a lucrative Mobile Marketing strategy for your eCommerce business, here's something that will help. Get details on customer journey stage-wise strategy, best practices, and personalization tips to win those mobile shoppers.

Read our latest insight on 'Mobile Marketing - The Present and Future of eCommerce'.