The guide on how to implement a mobile commerce strategy

Why develop a marketing strategy for mobile?

The smartphone is now the most used screen in the world, supplanting television after several years of frantic competition. It is the object that accompanies the consumer the most, when prospecting, buying, searching for information, or even for leisure. And for a good reason, this “device” owes its success to the quick and easy access to numerous social and entertainment applications that enrich the offer of native functionalities. Learn how to implement a strategy to attract clients on your website through their mobile phones.

How does mobile marketing work?

Mobile marketing is any marketing strategy that uses mobile devices (smartphones, tablets) as a means of relating to the public and promoting a product, service or idea. Some mobile marketing strategies that can be used are:

Proximity Marketing

Through technologies such as Wi-Fi hotspots and other geolocation devices, companies can send SMS, push notifications, and information directed to users of mobile devices. This communication is usually carried out in stores or in shopping malls to get in touch with potential and current customers. Companies can send discounts, invitations to visit the store, or any more personalized communication to the public.

Search extensions

When you search for a business on Google on your cell phone, have you noticed that those map extensions, routes, and phone calls appear? This result is different from what appears in a search for the desktop or notebook precisely because the mobile experience is quite different.

Direct message sending

Companies can send SMS or messages in apps like WhatsApp or Facebook Messenger to communicate directly with their contact base. In the case of SMS, this is a strategy widely used by telecommunications companies to send invoices or by delivery applications to share discount coupons.

Tips to improve the customer experience

1.  Responsive Website on Mobile First The layout of the purchase pages is also part of the customer’s shopping experience. Just imagine how disappointing it is for a customer to enter the site to buy and, simply, the page does not load or the process is very slow with several navigation errors because the page is not optimized for smartphones. It will not be long before the person gives up on the purchase. To improve the development of your website in the M-commerce format, it is essential that you hire a platform that offers the function of a responsive website or where you can create a fully customized layout for M-commerce. 

2. Sell directly from social networks Thinking about customer experience in M-Commerce and not thinking about social networks is impossible. Technically, these are platforms outside of your site, so you don’t have as much control over usability. However, you have control over how you use these channels to achieve sales. Today, social networks are the major biggest purchase influencers, several of them already have specific features for companies. Facebook and Instagram, for example, allow you to create your own online catalog, directing to your online store or direct checkout. Using this tool, you can bring people who are interested in your product and ensure that they complete the purchase more quickly. Mobile-optimized sites are more likely to get higher rankings on search engines. The ads published on these social platforms are directly linked to the company’s websites, which further increases the optimization of web pages. Such sites attract the attention of customers and attract people directly to the online store.

3. Offer a simplified registration Like everything in the virtual environment, purchases made by mobile devices must also be made simply, without bureaucracy. Generally, customers do not have the patience to make long registrations and, in M-commerce, even less. Simplify the customer’s registration part as much as possible to finalize the purchase. Ask for essential questions like name, surname, email and phone. You can add a few more specific things about your business, but don’t overdo it.

4. Emphasize the security of your website Despite being a very safe way of shopping, people still have a certain fear of making purchases over the internet and being frauded, especially if it is through a mobile phone. To break this idea, it is important that you highlight all the security seals in your online store. Show customers that when they shop at your store, they are dealing with professional work. Another interesting idea is to show positive reviews from customers who have already lived the shopping experience in your eCommerce. This conveys confidence and shows that other people have already bought on the site and were very satisfied.

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