Tag: social media marketing

Mobile commerce apps taking priority among 45 percent of marketers

Applications are now being used to help enhance the rate of customer engagement while shopping.

Marketers are continuing with their rapid adoption of techniques to reach consumers via smartphone and the popularity of mobile commerce apps is a new reflection of that attitude. A new report suggests that these marketers are using mobile applications as a new way of reaching their target audience.

The report was titled “Quantifying the Rise of Mobile Apps & The Value of Deep Linking.”

That report was published by The Relevancy Group in conjunction with Branch. The research data indicated that almost 45 percent of marketers are now developing and launching mobile commerce apps to enhance customer engagement. Furthermore, over 40 percent of marketers are looking to mobile apps to boost brand loyalty. About that same percentage of marketers are also using applications for the purpose of driving sales.

Marketers recognize the increasing value of mobile commerce apps to drive revenue.

Mobile Commerce Apps - iPhone appsWhen asked their opinion about the effectiveness of m-commerce apps in driving revenue, marketers ranked them as fourth on the list of most effective channels. Above applications in terms of their effectiveness were: display advertising, social media marketing and email marketing.

According to Branch’s Todd Patton, “Email marketing remains an important part of your marketing efforts.” Furthermore, “Email is the best channel to directly reach potential customers and loyal supporters, “ he said.

At the same time, marketers acknowledge that email marketing can be very effective while at the same time being easy to use. It remains a central marketing tactic for brands due to the simplicity of the tools required in order to reach customers. It is quick, cost effective and it reaches people on virtually any connected device.

A previous Adestra and Ascend2 report called “State of Digital Marketing – Benchmarks for Success,” showed that 61 percent of marketers feel email is the most effective marketing technique. Only 23 percent felt that it was the most challenging tactic to effectively execute.

That said, 38 percent of marketers felt mobile marketing was the most challenging to execute. Still, its effectiveness appears to have made the challenge worthwhile considering the rising number of mobile commerce apps being produced.

Mobile commerce trends show increasing reliance on social media

Still, shoppers in the millennial generation have yet to be sold on the concept and aren’t yet buying into it.

Social media has been playing an ever growing role in mobile commerce trends when it comes to its impact on consumers as a whole, but when looking at specific demographics, it becomes rapidly clear that millennials aren’t yet all that impressed with what smartphone based shopping has to offer through social platforms.

When it comes to the drivers behind the growth of m-commerce, social media has been highly important.

Brands have been sending a considerable portion of their marketing budgets toward branded content, native advertising and overhauling their mobile apps to improve the experience of shoppers who are continually on the go. That said, there is a considerable difference in the impact of these mobile commerce trends on millennials than there is on shoppers from other age groups. This appears to suggest that the way that millennials want to interact with a brand and the way brands expect them to want to interact with them has not entirely aligned.

Millennial mobile commerce trends show that brands and individuals appear to have different expectations.

Faceook Continues to Push into Mobile Commerce trendsThe disconnect appears to lie in the place that millennials actually engage with m-commerce. According to recent data from BI Intelligence, consumers in that age group will use those platforms for researching products and services. This appears to be a strong preference over making a purchase through a mobile app.

The BI Intelligence GlobalWebIndex study has indicated that shoppers in the millennial generation will use Twitter, Facebook and other social media outlets for looking into products before making a purchase. However, they do not actually make those purchases over mobile commerce channels.

The mobile commerce trends revealed by the study include the estimate that 40 percent of global consumers between the ages of 16 and 24 years old are looking into products via social media. That said, 30 percent of the general population are doing so. Social media is not behaving as a direct product purchasing referral but is instead providing a means through which consumers can educate themselves. Brands that want to encourage purchasing may not find that millennial shoppers are buying through the same platforms they use for their product research, but they will still need to maintain a solid presence over those channels if they want to appeal to those consumers, with Facebook providing the most important influence over shopper decision making.