The way people engage with email differs depending on the device being used. Steve Denner, Founder at Adestra, discusses the reign of mobile and what it means for marketers.
The proliferation of mobile technology has changed the relationship between consumers and marketers forever. Whether consumers are browsing, purchasing or researching on the internet, they’re mostly doing it from a handheld device.
It’s thought that in 2015 more people will own a mobile than a desktop computer. This change will undoubtedly mark the end of mobile as a marketing afterthought and place it firmly in the forefront of marketers’ minds.
A study from comScore proves that mobile is fast becoming the leading platform for shopping, with 55 per cent of all online retail occurring on either a phone or a tablet. That being said, there is still a portion of consumers who are reluctant to actually make a purchase from their mobile device.
A recent report found that 23 per cent of people would happily open emails, browse offers and look around ecommerce sites on their mobile devices, but would rather revert to their desktop computer to fill in their payment details. Furthermore, when smartphone shoppers do buy, they spend 18 per cent less than tablet users, and 88 per cent less than the average shopper. This tells marketers that desktop users and traditional in-store shoppers should not be overlooked in favour of mobile users.
One reason that certain people avoid mobile when it comes to purchasing is that brands need to overcome a number of challenges in order to provide an optimised experience that consumers feel they can fully rely on and trust. Unfortunately, there is little that marketers can do about issues such as slow 3G, but brands can try to allay customers’ fears over security by featuring logos that are instantly recognisable—for example, ‘Verified by Visa’.
Interestingly, despite a group of security-conscious consumers that favour desktop, PC sales have dramatically declined in recent years and are predicted to continue doing so. Forecasts of total global sales by market intelligence firm, IDC, reveal that PC shipments decreased by 34.2 million between 2012 and 2013, 19.2 million the following year, and are predicted to fall by 2.4 million in 2015.
This drop in sales means marketers need to ensure they are reaching consumers who still favour desktops, as well as those who have already made the transition across to mobile; although these users don’t spend as much as those who favour desktop, they are definitely there to be influenced.
Digitally astute marketers are tapping into these consumers and interacting with them on different levels that will encourage them to not only spend through their mobile devices but to spend more on mobile than they do on desktop.
One way to do this is through targeted coupons, specifically directed at customers who are on the move more frequently. Sophisticated GPS technology enables brands to reach customers through location-based targeting; for example, deals can be sent to people searching on their phones when in the proximity of a store.
This is particularly effective if customers are likely to be out and about when reading emails. It is important to target them with content accordingly.
Keeping email content short and to the point will also help, as people are far less likely to scroll through a long email full of text. Using catchy content, such as images and games, which encourages consumers to click through is key to engaging consumers who are on the move.
In conclusion, it’s vital for brands to recognise that, while mobile is fast becoming the preferred platform for shopping, there is still a long way to go to earn consumers’ trust. Bridging the gap between the in-store and online experience is key for marketers who want to convert as many of their mobile shoppers as possible and increase their sales margins.
Keeping an eye on the consumers that actually open emails and click on deals, and where they make their final purchases, is crucial to knowing the best way to target them with future deals.
In this multichannel, multi-device age in which we live, it’s more important than ever that you know your audience and, more importantly, their spending preferences.