How to Allocate Your Newly Approved Mobile Budget



February 20, 2014 (Updated: May 4, 2023)

The rise of mobiles devices has led to revenue boosts and marketing opportunities for businesses. On Black Friday, the dreaded day of super sales, approximates 40% of the shopping done online was done on a mobile device. If your company has just now decided to step into the world of mCommerce, you might feel intimidated by the competition or not know what your options are. If that’s the case, here are your starting points.

You Have a Website, Now You Need an App

The majority of the American population owns smartphones. These days, almost all phones, tablets, and even computers use apps in their main interface. Why wouldn’t you take advantage of these gadgets?

While you do need to have a mobile-optimized website, your sales and marketing departments will benefit from developing a company app. Apps are a whole lot easier to maneuver than mobile websites and gives users a plain screen where they can click around and explore.

Apps mainly benefit two consumer demographics: your loyal customers and your first time buyers. Your loyal customers will regularly use the app to learn about and buy new products (like Starbucks), while first time buyers will have a positive experience with your brand (like Best Buy). As long as a company is able to bring in new clients while retaining the old ones, they’ll be in business.

Texting is the New Email

The laws of sending promotional text messages are very similar to email laws. Users must opt-in and you can’t buy phone numbers. Furthermore, users must have the option to opt-out of the texts you send – just like an email unsubscribe button.

If you already have an engaged consumer-base on your site, start promoting your SMS program. Sending out promotions to let your audience know about sales or creating exclusive offers that allow the consumer to purchase something with a code is genius.

Your customers will can take the code and make purchases on your mobile site or app. Make the funnel easier for them with a “Redeem” or “Promotional Code” section displayed prominently in the design. Also, make sure you have a keyword to track conversions that’s specific to the promotion and platform, though. This way you’ll be able to track exactly how much revenue your mobile marketing tactics are generating.

QR Codes – With Caution

QR Codes are one of the most hotly debated tools in the industry. QR codes mostly get a bad name because there are so many ways that marketers use them incorrectly. They’re so abused that Scott Stratten filled an entire book with examples of QR code fails.

When done right, QR codes can convert your target audience into customers and the scans can lead to app downloads, shares, and purchases. They can be an effective mCommerce tool as long as the redirect actually takes the audience somewhere. Too often, a QR code goes to a dead link or irrelevant webpage.

Social Media Commerce is Rising

It’s been slow to catch on, but the ability to make purchases on Twitter and other social media sites is on the rise. Furthermore, in 2013, the average American spent at least three hours a day on social media.

Your audience is already on social media and mobile devices, it’s up to you to cater to their needs and seal the deal with social contests and promotions.

You’ll have a leg up on your competition if you can give your audience what their dormant shopping addiction is craving: ease of access when spending their money.

No one wants to battle your website in order to make a purchase. If they can’t figure it out, they’ll either not buy the product or go to your competition.

Your Tools Are Only As Strong As Your Copy

People hate being duped. They just do. If you’re going to give folks the easy way to buy things, also give them the easy way to see if it’s really worth it. Tell them what your shipping costs are or create “Spend X to receive free shipping,” promotions. Even if you have all of the best tools, apps, and codes, you’ll still lose audiences with confusing copy. The bottom line when it comes to mCommerce is to keep it simple. Your customers don’t want to be confused or tricked.

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