Mobile devices have become deeply integrated into today’s shopping experience. With more shopping options than ever before, consumers want to control how and where they shop and expect the process to be efficient and seamless as they cross channels and use multiple devices. This year, marketers must plan to maximize the potential of traditional technical infrastructures while also exploring the emerging territory of more connected, location-based tools in order to keep up.
The marketing strategists from Bronto’s Professional Services team are on the front lines of digital marketing as they help clients drive sales by optimising and evolving email, mobile and social programmes. The team has analysed the market and discussed what they see as some of the most important trends and tools for building successful, revenue-driving campaigns and programmes in 2015.
Consumers have helped to shape the mobile shopping experience and now have high expectations for easy-to-shop sites, mobile-friendly emails and streamlined ordering regardless of the devices they use. Senior marketing strategist, Emily Keye suggests consumers will continue to demand a better cross-device and cross-channel experience this year.
“With less time and money to spend, mobile shoppers will use multiple devices to shop, compare prices and wait for the right offer before purchasing. As marketers, we’ll need to make this mobile shopping experience as streamlined and customer-friendly as possible,” she said.
Keye believes that many marketers are still just batching and blasting the same content to everyone at the same time. They are of the mind-set that they will send an email and get a conversion right away.
“Consumers are not always ready to shop right at the moment they receive the email,” said Keye.
“Mobile shoppers who are on-the-go tend to shop when they have time, which may be during their lunch hour or after the kids are asleep."
To meet these consumers needs assess your sending time. Explore send-time optimisation tools or location-based targeting to find those shoppers when they are ready to shop and look at previous activity or behaviours to identify the device of choice.