Making The Most Of Mobile Marketing Movement

Marketers with successful mobile strategies have a nuanced understanding of how their customers use the medium and connect with them accordingly.

The unprecedented rise in all-mobile consumerism is challenging the way marketers engage with their audiences, particularly the younger demographic. The rapid increase in mobile purchasing also has caught many marketers by surprise, causing them to be reactive as opposed to strategising ways to optimise their opportunities.

As a result, many are scratching their heads at repeated lost conversions on mobile.

So how can marketers best ensure ROI?

All The Rage

Research aplenty shows Millennials driving the all-mobile consumer movement throughout the Asia-Pacific region.

“Modern mobile consumers are younger, between the ages of 18 to 34. They like to shop on the go, and that’s reflected by the number of apps that make online shopping easier,” saif Patrick Barrett, CEO of Melbourne-based ECAL.com.

A 2015 mobile consumer survey by Deloitte found that 65% of Australian respondents browse shopping websites regularly and two-thirds of those under 35 make online purchases using their smartphones.

Mobile consumerism in APAC also has been greatly aided by a combination of technological advances, such as 4G deployment in developing countries including Indonesia, in conjunction with the proliferation of affordable mobile devices. In fact, consumers with a “4G connection are 1.4 times more likely to browse shopping websites regularly and 1.8 times more likely to buy online using their smartphone than those on a 3G connection,” according to Deloitte’s mobile survey.

Asia’s massive mobile consumer market keeps getting bigger, too. India recently overtook the U.S. as the second-largest online population in the world after China, according to the recent Internet Trends 2016 - Code Conference, and the opportunity for regional marketers to cut through with mobile-centric experiences is huge. However, it appears this trend is not being matched by progressive mobile marketing strategies.

“Most marketers recognise the growing importance of mobile and have channeled sizeable investments in their move from ‘why mobile’ to ‘how mobile,’ but they still lack a well-defined, long-term strategy, said Rohit Dadwal, managing director of the Mobile Marketing Association (MMA) Asia Pacific.

Having A Plan Pays Off

This lackadaisical approach to mobile strategy is undoubtedly resulting in lost opportunities and sales conversions.

“One of the major problems is shopping-cart abandonment, though companies are expected to spend more money managing this problem going forward,” said Dipti Parmar, executive brand specialist at India-based digital marketing agency Preceptist.

But as the online landscape becomes ever-noisy and competitive, it will take more than a hefty budget to drive mobile-shopping sales.

“With an increasingly cluttered digital environment, investments alone are not enough. Execution needs to be supported by a robust mobile strategy that is not only in line with the business goals but complements marketing efforts across other platforms,” Dadwal said.

Marketers with successful mobile strategies have a nuanced understanding of how their customers use the medium and connect with them accordingly.

“Leading marketers understand that mobile apps offer personalised experiences and content and focus on getting users to download their apps in the first place,” Parmar said.

But, ECAL.com’s Barrett warned, “There are so many apps competing for consumers’ attention. … Rather than try to stand out in the crowded app and email marketplace, retail marketers should look for better ways to connect to consumers.”

According to Dadwal, having a strategy in place for relevant, useful mobile content is a key driver of success, but it’s easier said than done. “Brands and retailers that provide consumers with personalised instructional videos, automated recommendations, infographics, and community groups will achieve greater consumer engagement and retention,” he said. “This is definitely an area that marketers should focus on strategically.”

Think Outside The Box

The rapid rise of mobile consumerism over the past few years has brought many players to market, but Dadwal said he believes creative quality has suffered in the race to be part of the latest trends.

“Creativity, as we know, is what encourages stickiness, and while many marketers have mastered it across most online and offline platforms, they need to push the boundaries more in mobile m

While there is no silver bullet to build custoarketing,” he said.mer loyalty overnight, “brand building on mobile through strategic creativity,” patience, and deliberate channel execution can go a long way to realise ROI.