eCommerce Mobile Marketing Tips and Strategies

Customers are commanding a different experience. It hinges on mobile.

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 the mobile marketing in their eCommerce strategies.

Today, it has become crucial to maximize conversions on mobile – the consumer’s preferred platform for communication, shopping, and everything in between. The device has deepened the brand-customer relationship and empowered customers to quickly access information and purchase at their convenience.

Mobile marketing plays a pivotal role in eCommerce as more and more people are shopping online using their mobile devices. Here are some ways in which mobile marketing can be used in eCommerce:

Mobile-Optimized 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. A mobile-optimized website should be easy to navigate, load quickly, and have clear calls-to-action.
Mobile Apps: Developing a mobile app can be an effective way to engage with customers and provide them with a seamless shopping experience. Mobile apps can offer personalized recommendations, exclusive deals, and loyalty programs.
SMS Marketing: SMS marketing is a great way to reach out to customers directly on their mobile devices. SMS marketing can be used to send personalized offers, alerts, and notifications about new products or sales.
Push Notifications: Push notifications are a powerful tool for engaging customers and keeping them informed about new products, discounts, and promotions. Push notifications can be used to remind customers about abandoned carts or to provide personalized recommendations.
Social Media: Social media is an important channel for mobile marketing in eCommerce. Platforms like Instagram and Facebook offer a range of advertising options that can be targeted to specific audiences.
Mobile Payment Options: 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 and provide them with a seamless shopping experience.

Achieve an uninterrupted reach on mobile

Mobile devices allow brands to reach customers directly and in real time. Channels native to mobile, such as SMS and app push, are like digital real estate for businesses. They’re valuable. Combine these platforms with email and you can make a pretty powerful and compelling proposition.

A mobile-first strategy is imperative

Effective mobile marketing is about delivering personalized, timely and location-sensitive communications to customers wherever they are. These are the messages that matter. 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. This strategy is the best way to deliver a consistent and seamless customer journey to your mobile audience.

Today’s audience

Whilst consumers are ‘always-on’ and glued to their phones, mobile marketing will remain a core pillar of every business strategy – both in B2C and B2B.

Every marketer is increasingly having to think like a retailer. Because let’s face it – every customer is a sophisticated consumer at heart. They shop around, and they do it while they’re on the go.

Mobile erodes the traditional barriers of a transaction. As consumers, we can quickly research multiple product options, skim through reviews and customer testimonials, and purchase confidently at our own convenience.

The handheld device enhances the shopping experience and empowers the customer.

It’s time to up your mobile marketing spend

There’s no denying in the rise of mcommerce.

Such exponential growth in mcommerce 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.

As a mobile marketer, you should be tapping into every important mobile moment. And the devil is in the data; it needs to cascade from one channel to the next. To achieve a synergy between email, SMS and push on mobile, your systems need to be integrated.

Most important mcommerce statistics

Source: eMarketer Insider Intelligence

Source: Criteo

Bottom line based on the above stats is that eCommerce store owners need to provide a great customer experience on mobile devices.

4 Must Haves for Mobile Marketing Tactics

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

1. Welcome: 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. Remember, email is your virtual touchpoint and shopfront, so you want to be looking your best.

Marketing action points

Design emails for the smallest screen first. Build all of your mobile-first email templates. Once you’ve set up your dynamic content variations, you’re good to go.
Create a mobile-optimized pop-up. It’s an effective way to grow your mailing list. Ask for first name, email address and mobile number. 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. 10% off).
Gather data of subscribers that’ll help you tailor your future multichannel communications. Powerful insight (like location, phone number and communication preference) translates into relevant content and generates real long- term engagement.
Segment your contacts into different groups based on the data you’ve captured. Then, enrol subscribers onto various automation campaigns based on their buyer behaviour that combine email, SMS and, for app users, push.

2. Purchase: deliver a 5-Star aftersales experience on mobile

Journey stage: Your new subscriber redeems their welcome voucher and makes a first purchase. Customers expect timely transactional notifications, informative delivery updates in real time, and relevant post- purchase content. The aftersales stage of the journey is a honeymoon period between your brand and your customer.

Marketing action points

Design your mobile-first transactional emails and trigger them after every purchase. Customers expect order confirmations and e-receipts to be speedy.
Incorporate SMS into your post-purchase program. Mostly SMS messages are read within first few minutes of purchase; so for need-to-know information (like dispatch notes and delivery/collection timeslots) it’s the perfect channel.
If you’ve got real-time delivery tracking available in-app, use push notifications to update customers
Ensure your customers repeat their custom. Include value-add content in your post purchase emails, such as how-to tips, product advice and relevant recommendations.

3. Nurture: engage customers at meaningful moments

Journey stage: You’ve acquired your new customer, so now it’s time to nurture them so they become loyal. 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

Trigger a product review email or SMS, offering an incentive (free next- purchase delivery) to bump up responses.
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 or their browse behavior and order history.
Send broadcast promotions and event-based notifications via SMS and push. These could include new arrivals, flash sales, the hottest content drops – timely nudges that don’t annoy. These two channels are also great for your appointment, renewal and replenishment reminders.
Anniversaries are a great conversation starter. Set up a multichannel birthday program that offers a special gift to subscribers. Recipients are likely to read this email on mobile, and then redeem their gift later either online or in store.

4. Re-engage: keep customers hooked on mobile

Journey stage: It costs 5x more to acquire a customer than it does to retain one. So, retaining this customer should be a top priority.

Marketing action points

Create a win back campaign. Create customer segments (e.g. haven’t purchased in 6 months) to automatically enrol lapsed customers. Create email templates that are optimized for mobile devices.
Use behavior insights to populate the email with specific product recommendations. This ensures they’re perfectly tailored for the individual customer.
If email fails to engage, try SMS or push notifications.
Retarget inactive customers with an Ad using Facebook Audience or Google AdWords.

How to deliver true customer engagement on mobile devices?

Brands won’t get closer to their customers than on mobile. That’s a fact. On average, people spend 3 hours and 15 minutes on their phones per day.

Individuals check their phones an average of 58 times each day. The ‘it works on mobile’ attitude isn’t enough: adopt a mobile-first approach.

The biggest attribute of the handheld device to the marketer is shareability. Consumers are informed, connected and worldly. They’ll shout about their experiences – the good and the bad. The engagement opportunities are 24/7. When opportunity knocks, you answer.

Nailing those micro-moments on mobile will help you:

increase sales and ROI
reduce costly returns and missed appointments
improve performance of other channels
maximize customer reach

Audience segmentation is the glue sticking everything together. Brands can’t send generic messages and generate engagement while bypassing the interruptions on mobile. What works for one customer won’t whet the appetite of another. Since the device is personal to the user, the consumer’s expectation is that all mobile interactions will be personalized.

Communicate with your customers on the platforms where they are. Deliver the right message to the right person, at the right time and on the right channel. This is the winning criteria for maximizing your mcommerce.

How to create a successful mobile marketing strategy for eCommerce?

Creating a successful mobile marketing strategy in eCommerce involves understanding your target audience and utilizing mobile-specific tactics. Here are some key steps to developing a mobile marketing strategy in eCommerce:

Identify Your Target Audience: Understanding your target audience is essential to creating a successful mobile marketing strategy. Consider factors such as age, gender, location, and shopping behavior to tailor your mobile marketing messages to their needs.
Optimize Your Website and App: Make sure your eCommerce website and app are mobile-optimized to provide a seamless shopping experience. Ensure that your website is fast-loading, easy to navigate, and has clear calls-to-action.
Use SMS and Push Notifications: SMS and push notifications are powerful tools for reaching customers directly on their mobile devices. Use them to send personalized offers, discounts, and notifications about new products or sales.
Leverage Social Media: Social media is a vital channel for mobile marketing in eCommerce. Use social media platforms to engage with customers, promote products, and offer exclusive deals.
Utilize Mobile Advertising: Mobile advertising is an effective way to reach new customers and drive traffic to your eCommerce website or app. Consider using mobile-specific ad formats such as app install ads, video ads, and carousel ads.
Offer Mobile Payment Options: 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.
Monitor and Analyze Results: Regularly monitor and analyze the results of your mobile marketing campaigns to make informed decisions and optimize your strategy. Use metrics such as click-through rates, conversion rates, and revenue to measure success and identify areas for improvement.

In summary, a successful mobile marketing strategy in eCommerce involves understanding your target audience, optimizing your website and app, using SMS and push notifications, leveraging social media, utilizing mobile advertising, offering mobile payment options, and monitoring and analyzing results.

Mobile CommerceMobile Marketing

As Director - Marketing, Zenul leads the marketing and branding at Krish. He brings with him an in-depth understanding of the evolving digital ecosystem and has a proven expertise and experience in strategic planning, market and competition analysis, creating and implementing client-centered, lead-gen and brand marketing campaigns. He has a heart for technology innovation and has been a keynote speaker on various platforms.

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