The growth of the smart device industry has had a huge impact on businesses across the globe. Rowles (2014) discovered that actually 23% of consumers access websites via mobile, so if mobile marketing is ignored that would mean ignoring nearly a quarter of your customers.
What does mobile marketing actually mean? It’s the use of smart devices to access information such as websites and online advertisements. There are various ways of ensuring your company is successful at mobile marketing. This for retailers is something that is becoming more prevalent as the numbers who shop online are increasing.
Hopkins and Turner (2012) backed the mobile marketing notion and outlined the following benefits and drawbacks to consider.
Benefits
- Mobiles or smart devices such as tablets are personal items and are rarely shared with others, allowing content to be customised easier
- The devices – mobiles in particular – are nearly always switched on and carried by the consumer making the delivery of information fairly easy
- Mobiles work anywhere, and are usually location tracked, again making it easy to contact specific consumers no matter where they are
Drawbacks
- Mobiles can be difficult to navigate on. Using mobiles for extensive internet research can become difficult if the websites are not mobile optimised
- There are two main operating systems for applications on mobiles, iOS and Andriod. They both display information different and work in a slightly different manner, meaning two versions of the same site or app may have to be developed to work with each
- Privacy: mobiles and personal devices are a private item. It could be seen to be intrusive if a company is customising marketing and sending messages when it suits them
So having discovered some benefits and drawbacks of mobile marketing it is important for companies to analyse their mobile marketing strategy and work out how it can be best implemented in the world of mobile.
First things first, as defined by Rowles (2014), there are differences between a mobile site, and a mobile optimised site. This is something that a lot of businesses are getting wrong. As they can access their website via a mobile phone or smart device they seem to think that it’s an effective mobile site. Effective or not, a mobile site is all that it is. A mobile optimised website is one that has been created with a smart device in mind, allowing content to be displayed differently from the desktop version. This makes it easier for the user to navigate and find the information they’re looking for without having to zoom in and out across the page. Optimising a website could in fact be the success factor to the previously mentioned 23% of consumers. Offering an easily accessible and smooth user experience could be the reason for a purchase.
Paley, A. (2015) A Development Dilemma: Mobile App or Mobile Website. [Online] <http://www.bluefountainmedia.com/blog/a-development-dilemma-mobile-app-or-mobile-website/> [Accessed 28th January]
From mobile optimisation to apps, companies need to evaluate whether they need an app as well as an optimised site. So far, it’s been deemed essential to have an optimised site, so the app is simply an add-on to the mobile marketing approach. According to Mobile Marketing Magazine (2015) “more than 80% prefer mobile apps to traditional sites”. For retailers in particular, apps can provide a whole host of benefits. Purchasing items online have become more popular in the last few years, and retailers have created apps that mean their customers can buy directly from there. After the initial download, it is easy to tailor information to the consumers and give a personalised feel, whereas it would be a lot harder to achieve that through a mobile optimised site.
Summerfield (2015) gave an interesting insight into the mobile site vs. application debate that has been at the forefront of business’s minds. There are several benefits to a mobile site over an app, cost being one of the main contributors. However it was also noted that it could depend on the industry in question as to whether it’s worth building an app as well or not. For retailers in particular, the app success rate is higher compared to various other apps which contain information that could easily be accessed from the website. Retailers are able to provide a customised approach and it is worth their while if customers use the app frequently. For example, it is quicker to click on the Amazon app and use their one click purchase option than it is to log into the mobile site and then go through the whole checkout process.
Bustos (2015) conducted some research around the use of applications, and it was clear to see that actually only 5% of mobile app usage in total is used for shopping. Thus meaning retailers need to be able to justify the expenditure on creating an app. For sites such as Amazon, Boots, and clothing websites, the apps have been successful, and it is predicted that over 40% of mobile sales will come from applications for the top 500 retailers this year.
It cannot be said that those who prefer mobile sites to applications are dissatisfied with the latter and visa versa. Showing that both can be successful for businesses as long as they keep them updated. In terms of providing recommendations, it can be said that mobile optimised sites should come first, followed by an application if the need is there and can be justified.
References
Bustos, L. (2015) Do shoppers prefer native apps or mobile websites? [Online], <http://www.getelastic.com/do-shoppers-prefer-native-apps-or-mobile-websites/> [Accessed 28th January]
Hopkins, J. & Turner, J. (2012) Go mobile: location-based marketing, apps, mobile optimized ad campaigns, 2D codes and other mobile strategies to grow your business. Wiley, Hoboken, N.J.
Mobile Marketing Magazine. (2015) What is mobile engagement and why does it matter? [Online], <http://mobilemarketingmagazine.com/whitepapers/what-is-mobile-engagement-and-why-does-it-matter/> [Accessed 28th January]
Paley, A. (2015) A Development Dilemma: Mobile App or Mobile Website. [Online] <http://www.bluefountainmedia.com/blog/a-development-dilemma-mobile-app-or-mobile-website/> [Accessed 28th January]
Rowles, D. (2014) Mobile marketing: how mobile technology is revolutionizing marketing, communications and advertising, Kogan Page, London.
Summerfield, J. (2015) Mobile website vs. Mobile app: Which is best for your organisation? [Online], <http://www.hswsolutions.com/services/mobile-web-development/mobile-website-vs-apps/> [Accessed 28th January]