...their online marketing strategies as well as their websites to accommodate and capitalize on this rapidly expanding category of consumers. Here are three mobile ecommerce marketing upgrades that that will see increasing implementation in 2014.
- Responsive web design – The continuing trend toward responsive web design is driven by the benefits delivered by an architecture that automatically optimizes web page information to accommodate the viewport used for access. Sites that integrate responsive design can then provide mobile device users with form and functionality that encourages continued browsing and subsequent purchases. This architecture will also facilitate a second trend; the closing of secondary mobile sites as primary sites integrate responsive design.
- Content that answers questions – Mobile searches, especially via voice command, are commonly framed as questions rather than the “syntax-challenged” searches performed through keyboards or keypads. Google’s new capabilities in terms of understanding the context of searches in the form of questions means that the search engine will be ranking content that provides specific answers to these queries. Additionally, with Google sending out repeated signals of its prioritization of customer-centric content, the distribution of high value information by ecommerce sites will continue to deliver results both in customer acquisition and search engine rankings.
- Mobile location targeting – This advertising tactic has been around for a while, but has been used primarily by large retailers. As implementation becomes more affordable, smaller stores will start marketing to mobile device users once they enter a defined area close to their location. For more aggressive marketers a subset of mobile location targeting, known as “geo-conquesting”, will allow stores to advertise to mobile users once they have entered areas that are close to competing stores.
Mobile device users are a relatively new and growing consumer class that estimates have spending close to $500 billion in 2017. By implementing these mobile ecommerce marketing practices, your site will be able to attract and retain these customers with high search engine visibility, high value content, and targeted advertising sent to mobile devices in strategically defined areas.