Over the past decade we have seen marketing and advertising approaches revolutionise and adapt to the rise of the internet. Those businesses and companies who did not keep up found themselves struggling to be relevant and were eventually drowned out. This is now the same for the mobile market.
Increase email engagement and ROI
Anybody in the marketing space knows, if done correctly, email is the channel that provides the highest ROI for a company. Through email, you are reaching an audience who is familiar with your brand, and has provided you with a level of trust through providing their personal details. Data collated by Litmus shows that 52% of emails are read on mobile vs. desktop, with desktop email opens on an annual steady decline of 13% since 2015, with opens growing at 180%. The biggest eye opener is seeing that 75% of Gmail users access their accounts on a mobile device. The data also shows that non-responsive emails have a lower click rate than responsive emails. To stay relevant and ensure you are seeing the best results with your email marketing campaigns, design your emails to be mobile first.
Shopping on the go
A study by Jen-Hui Wang et. al in the Journal of Retailing found that the rise of mobile shopping comes through the convenience of being able to shop on the go; customers are beginning to incorporate online shopping into their everyday lives. This habitual change is leading to customer cart sizes and dollar amounts increasing, as well as more frequent purchases. The biggest let down for consumers shopping on a mobile device however, is a bad user experience. With this in mind, ensuring that your website is mobile friendly will help increase customer retention and sales through repeat purchases.
The Rise of the App
Having a mobile responsive and friendly website is one way to increase customer sales and retention, however, to take full advantage of the mobile market, apps are the way to go. Business Insider reports that mobile apps have higher conversion rates than mobile browsers. Customers who downloaded a branded app and continued using it, over the course of three months, increased spending from 19 to 48 percent, states Google.
The desktop experience of your website is extremely important in keeping your company alive, but to stay relevant and continue on with the growth of your company, it is essential that you take a mobile first approach in all areas of your product and marketing. Without this, your company and brand will become outdated and phase out, being outshined by others who provide a seamless mobile customer experience.
Digital by Adcreators.