During the pandemic, the use of smartphones increased significantly compared to other media, recording an increase of 69%, according to data from the Politecnico di Milano. In 2020, the value of mobile purchases was 15.7 billion euros (+22% compared to the previous year), making mobile marketing one of the main channels for promoting one's products and selling online.
The growth in the use of this digital channel and the increase in awareness of its strategic role by companies, has led to considering mobile marketing as a fundamental component of any digital marketing strategy.
What precautions should be applied to obtain an effective mobile marketing strategy?
Simplify navigation
Encourage mobile browsing for users by adding standard components to your website layout such as main categories, a sidebar, headers and footers. Another way to facilitate navigation is to implement a fixed menu while scrolling and make the search bar visible.
In mobile marketing, it is also important to customize the experience based on audience segments: for example, you can use mobile remarketing to show customized ads containing products that users have already viewed and have not yet purchased.
Enable autofill
While browsing from mobile, it can be complicated for the user to fill in the form fields on the website. Favor smartphone purchases by activating the automatic compilation and adapt the fields of the Postal Code and the Physical Address according to the countries in which your business operates: in this way you will allow users to retrieve their information instantly and without any effort personal and complete checkout easily.
You will thus be able to circumvent one of the main obstacles of mobile marketing strategies due to the user's difficulty in finding addresses and payment details with consequent possible compilation errors or cart abandonment. In this regard, it is good practice to offer users real-time feedback on any errors present.
Mobile marketing and product comparison
Another aspect to consider in mobile marketing is that today's users are in a constant process of evaluating and comparing products belonging to different brands. Using the smartphone, the comparison of products can be rather difficult compared to navigation from a PC in which the user can instead open different tabs.
In mobile marketing it is therefore essential to include the possibility of comparing products as well as highlighting the main advantages and distinctive characteristics of one's articles compared to those of competitors. Shopping ads, in this regard, thanks to their layout are a valid solution that allows users to compare different products quickly.
Describe products in detail in mobile marketing as well
Provide customers with detailed descriptions of the products you offer both within the product sheets of the website and in ads, even from mobile. In this way, potential buyers will be able to get a concrete idea of the product before completing the purchase.
It is also important to use high quality images with good resolution and possibly use short videos to show the product and how to use it in detail.
In mobile marketing, innovative tools such as 3D formats and augmented reality are often used for such purposes.
E-Business Consulting can help you in the definition and implementation of your mobile strategy by offering you the solution that best suits your needs. Contact us and we will be happy to help you!
