Mobile marketing for eCommerce: make your strategy work(1)

In eCommerce, as in the entire online environment, the appearance of mobile phones changed the game rules in a decisive way. It was a progressive and fast process with no way back. Your users like to use their mobile phones to buy and browse. 

This leaves us with only one option: if we want to grow in eCommerce, we have to be where users are; And our strategy has to adapt to the reality of different devices and consumption habits. 

We are going to give you some interesting clues. 

Of course, it is. Keep in mind, just as a relevant fact. Google has prioritized indexing pages through the mobile bot for months. This mobile first index, together with the fact of turning loading speed into a ranking factor, represent a true statement of intent. 

But Google is not the only one involved in this: it is something that is given by the user himself and his new behavior patterns. 

Mobile marketing is the set of strategies and tactics aimed at conversion on mobile devices. 

One might think that the digital strategy should be enough to reach any user regardless of their device. However, this is more than just a matter of formats. 

To run an efficient mobile marketing campaign, we have to stick to other general rules, such as: 

Mobile is not only ubiquitous: it is also private and personal. Unlike computers, people do not usually share a mobile phone, so the relationship with the brand is much more direct. 

This also influences certain mobile marketing strategies, such as retargeting on Facebook or Google, which will have greater efficiency by not losing the user's focus. 

Mobile marketing campaigns give us the possibility to expand the reach of digital marketing to retail. 

For example, you can run a Google Ads campaign showing your ads on Google Maps. When someone searches for “shoe stores” on maps, he is much closer to convert in all aspects rather than if the search was made in a search engine from his living room. 

Mobile is, nowadays, an additional method of payment. Conversion is becoming easier and it needs fewer steps to take from the mobile phone.

In Oleoshop we have recently added the option to pay using Bizum service, which is even faster than credit card and runs entirely within the experience on the device itself natively. 

This should not be a problem if your page is modern or has been created using a powerful software. In fact, all our stores and websites are perfectly adapted because we know the importance of mobile. It is the so called mobile first.

You need a page that meets the criteria of mobile usability (load speed, accessibility, ease of use, compatible technology ...) because, otherwise, user will have serious problems when buying from your online store, which means a high bounce rate. 

This is especially noticeable when you do display campaigns with a multitude of banners. In the end, you are going to need to play around with different measures that cover all locations (unless you use adaptive ads where available). 

Message is also affected. The support and the search intent are totally different, so you will also have to work on copywriting in another way.