mobile-marketing-briefing-smart-insights

use too and not necessarily develop a company app for reasons we will discuss later.
Strategy recommendation 1 Don’t blindly invest in mobile because of the hype
Yes, mobile marketing has already transformed the way the Internet is used by many
for some activities, but it doesn’t mean every business has to have a mobile app and it’s
important not to degrade the desktop experience when creating mobile optimised sites.
To benchmark use of mobile devices for your site compared to others we recommend
reviewing the quarterly Monetate benchmark which we present data for in our regular
quarterly updates of benchmarks 4 . This is particularly relevant for transactional sites
comparing conversion rates. Their latest data shows that Ecommerce conversion rates on
Smartphone are less than half of those on mobile, showing the need to optimise conversion
on mobile and integrate with other channels.
The UK government site example also reminds us that when we plan improvements to
mobile customer experiences, we have to ensure we use an approach that works for
both smartphone, tablet and the emerging ‘phablet’ devices which are in between. Both
smartphone and tablet use gives a different form factor and context of use, but in both cases
we need to remember that use of these devices isn’t independent; it’s closely related to other
channels including:
þþ
Desktop websites – these are still where the majority of sales transactions occur
þþ
Social media sites – the majority of social media use occurs on mobile devices
þþ
In-store (where relevant) – we will see that many retailers successful integrate mobile
use in store
þþ
Traditional media (where relevant) – mobiles are commonly used when users watch TV
(multiscreening), listen to the radio or read newspapers and magazines.
þþ
Call-centre (where relevant) – it’s natural that consumers or businesses who are
interested in a product or service may want to call the provider for further information.
The opportunities from mobile interactions for brands
When assessing how we use mobile devices and media for marketing, there is a tendency to
limit our thinking to mobile commerce transactions. There are certainly great opportunities for
4
Smart Insights Quarterly Benchmark updates
Mobile marketing briefing for Basic members. Updated: 28th April 2016.
© Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.
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