Access to ecommerce websites has been steadily increasing from mobile devices like tablets and smartphones. This seems a promising trend for mobile marketing, but there is a lot that needs to be improved. Many marketers seem to have a limited approach, as they try to measure revenue generated per visit. However, the role of a website or mobile app depends on the objective of the interaction with customers. The app can be a tool for promoting awareness of a product or for establishing better relationships with current customers. It could also be used for promoting brand awareness on social media, or for directing customers to local points of sale.
Most times, not all these roles may be mutually exclusive and websites need to be dynamically scaled to get the best results. Sessions on mobile devices are usually more frequent but shorter, compared to sessions on desktops. This shows that people having these devices are interested in accessing services and information much faster. Therefore, web design needs to change, and designers will have to focus on removing components that is slowing down user experience. Clunk apps, lengthy entry forms, and slow loading websites will have to go. However, the technical aspect of mobile marketing is far more complex, as there are many things to consider. Not only different operating systems are used in mobile devices, but also numerous screen sizes have to be considered. Mobile technology is filled with many variables, and developing a universal system across various devices can be quite challenging.
It is also very important to understand, for what purpose a person is using the mobile device. Usually, the context will be much different from desktop computer users, and it will also vary between users of tablets and smartphones. Integrating interactions of the mobile user with other channels is considered a very good approach. For instance, TV ads can direct viewers to access mobile sites for more location based information, which in turn can be used as a sales funnel to direct the user to a product related with the provided information.
Most experts feel that a siloed approach to mobile marketing will not work. There are many success stories supporting the view of a multi channel approach, and there is rapid development in technologies that integrate mobile with other channels. A good example of this technology is iBeacon that is introduced by Apple. This technology uses Bluetooth sensors in retail stores that sense the location of mobile users in the store. Based on the location of the person in the store, the mobile user will be prompted to make a purchasing decision. Another service helps retailers to recognize customers, and helps track the duration of their visits.
These mobile marketing campaigns have been quite effective, but the common approach has been to integrate several channels, and not to employ the mobile device in isolation. This particular trend seems to be the major driving force in using mobile devices for digital marketing, and new technologies are being developed to strengthen this approach further.