Are You Utilising The Best Mobile Marketing Practices For Your Retail Business?
Mobile usage among Australian consumers is soaring with 65% of respondents to the Deloitte Mobile Consumer Survey (2015) having browsed shopping websites on their smartphone – 40% of those browsing weekly – and 42% of users have made an online purchase.
With Australians being so quick to reach for their smartphone, retailers need to keep up in order to attract and retain consumers by continuously adapting their response to the changing behaviours and expectations of Australian mobile consumers.
Is your retail business optimised for this new mobile marketing age? If you want to safeguard your business against a potentially significant loss in sales, then it’s imperative that your business employs a sound mobile marketing strategy. Here we cover three fundamental areas to help get you started.
1. Ensure Your Website Is Mobile Ready
Utilise Responsive Design – Create a consistent user experience by ensuring your website utilises responsive design (content/layout which automatically adapts to screen size).
Delivery the same content across various devices – Users expect to be able to use your site on their mobile device the same way they would on their laptop or desktop computer, so make it easy for them by keeping the site consistent across all devices including the content, look and feel and site navigation.
Customise your messaging for mobile – Mobile users are often out and about and looking to make a purchase decision quicker than those browsing or researching products and services on their home computer; so it’s up to you to make their decision to purchase an easy one. Customise your mobile messaging with a stronger call to action (create a sense of urgency so that users don’t leave your site, thinking they’ll just do it on their computer later), a phone number (that is clickable so they can call you straight away), and even include a locator map (so they can find you easily and you can make that sale).
Note: It’s important that your Landing Pages follow these same ‘mobile ready’ practices as those noted above.
2. Employ Best Email Marketing Practices
If you’re sending email newsletters to your customers then it’s likely that a growing percentage of them are going to be reading your messages on their mobile phone or tablet, so it’s important that your content is not only compelling (think shorter attention spans/ time poor consumers), but that it’s easy to read and navigate on small-screen devices.
Online email marketing providers like Campaign Monitor and MailChimp allow even the novice designer/ email marketer to build emails that are automatically responsive so they look great on any device. So if email marketing hasn’t been a part of your mobile marketing strategy then now is probably a good time to start.
3. Make Social Media Part of Your Mobile Strategy
Social media is a wonderful tool which can help retailers to boost their mobile marketing efforts. And with smartphones being the favoured device for social networking in Australia – with seven in ten social media users viewing their accounts on a smartphone (Yellow Social Media Report – May 2015) – it’s time to ramp up social media marketing for business.
One way to incorporate social media in your mobile marketing strategy is by offering check-in promotions that reward customers for checking into your store.
For example, you might offer 10% off products or services to customers who check in to their Facebook account while in your store. By doing this, you offer mobile users the incentive for visiting your store, plus you reap the rewards of a little word of mouth marketing by them telling their friends that they are enjoying your store/products! That’s a win/win right there!
If that hasn’t got you convinced, here are some simple stats you might like to consider…
- 24% of social media users use social networking sites to follow or find out about particular brands or businesses in general
- 20% use social media to follow particular brands to access offers or promotions
- 19% use social media to research products and services you might want to buy
- 11% use it to provide reviews/write blogs about products you have bought
By implementing these vital practices, you’ll be well on your way to running a successful mobile marketing strategy for your retail business.