Can you hear me now? Good, because we’ve got several articles to keep you connected to the mobile commerce situation. In case you’ve been out of the loop, mcommerce is a big deal, and it’s expected to account for a substantial amount of Thanksgiving and Black Friday’s traffic and sales.
Searching for stats
Stats are always a great way to see what’s going on, right? Take a look at this article by eMarketer for some changing stats on mobile traffic and revenue, as well as which devices are rolling up with larger carts at the checkout. According to research from MarketLive, smartphone traffic has grown by 62% year-over-year, with revenues at a 141% increase. Of all industries, the largest revenue gain was in health and beauty (by 192%) and iPhone users were most likely to have the largest order value at $117.76, which is about $6 higher than its competition.
Follow the money trail
An even better way to see where mcommerce is headed is to follow the advertisement money. And you guessed it, it’s going to mobile. According to an article by ClickZ covering 2014’s spike in Internet ad revenue, overall online ad spending jumped by 15% with mobile specific spending soaring at a 76% increase. With such a jump, mobile is obviously getting more attention, but the line separating mobile and desktop ads has gotten blurrier. The rise in responsive website design due to mcommerce means that an ad purchased from Google can just as easily be a desktop ad than a mobile one. It’ll be interesting to see how ad spending evolves going into 2015.
The year of more mobile
You’ll often find people debating whether or not 2014 was the year of mobile. Regardless of whether it’s the year of mobile or ecommerce in general, it’s definitely not going away anytime soon, so let’s check out some mobile patterns to expect in 2015. The Agency Post has 6 mobile behaviors to expect next year, with some pretty interesting perspectives. Now, more than ever, consumers are using multiple screens to do everything. From watching TV, while texting on the phone, and browsing your store on their iPads, a unified brand experience is an absolute must. Also, don’t forget about those wearable devices. They aren’t big yet, but then again, neither was the iPad when it was first announced.
Has brand loyalty been killed by convenience?
Unsurprisingly, businesses with a great mobile experience are far more likely to build up brand loyalty and advocacy. And, according to Internet Retailing, loyalty to a brand is quickly being replaced by loyalty to mobile experience. They summarize a study done by Netbiscuits on 6,000 mobile users that suggests that 80% are inclined to recommend a brand based solely off good mobile experiences, with 29% claiming they recommend those brands frequently to others. A great experience is obviously a step towards customer loyalty, but mobile experience is becoming a hugely important factor, especially considering all the buying options online. Mobile is all about convenience, and if you can’t deliver, a competitor is readily available.
Mobile is a year round affair
Ready for the holidays? If not, you’re pretty much out of time. In any case, Entrepreneur has some holiday mobile marketing tips that are just as useful year round as they are during the season of giving. For starters, they recommend an omnichannel experience that allows you to analyze behaviors on all marketing channels at any time, especially mobile. Also, optimizing CTAs and copy are just as important on mobile as they are on a desktop. Just being compatible for mobile is still coming up short. As customers test your mobile experience, be sure to be testing them and their behavior.
Mcommerce, Siri and Amazon had a baby…
And it’s called Amazon voice search. The ecommerce titan has been busy exploring ways to make their app’s mobile experience as seamless as possible, and voice search is their newest creation. For a review, Mobile Commerce Daily provides us with the pros and cons of Amazon’s voice search. With Amazon’s iPhone app, users can access Amazon, and simply use the feature to find lists of relevant products. However, while it eases the tedious process of clicking product titles on a small, mobile screen, it falls short in a few ways. Relevancy is a key issue, as voice search often brings up huge lists of products to scroll through. Given too many options, customers are often more inclined to pick none at all.
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