News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Why SMBs need to improve mobile strategy in 2014
Bigcommerce predicts that mobile demand will more than double for SMBs heading into 2014. With mobile device adoption on the rise and more consumers multi-devicing (watching TV and browsing Pinterest on their iPads, for example), small businesses cannot afford to not optimize their stores for mobile.
According to BigCommerce data their clients saw mobile commerce - sales initiated via tablet or phone - increase by 18% over the Thanksgiving Weekend. Mobile sales for their clients also outpaced 'traditional' online retail sales by about 15%. Because of this sea-change, BigCommerce believes SMBs need to create a strong mobile strategy for 2014.
"Given the trends we are seeing in mobile growth with some Bigcommerce clients - particularly those in the apparel industry that are experiencing upwards of 30% mobile sales - SMBs will need to adapt not just their sites but also their service delivery. If you are buying on a mobile device with a small screen, chat might not be appropriate - but click to call could be great in terms of getting you over that purchasing barrier," said Kirsten Knipp, VP of Product Marketing and Brand at Bigcommerce.
Similarly, with more folks reviewing and maybe not closing online - it's even more crucial that SMBs use abandoned cart technologies to not only incentivize sales, but to provide helpful FAQ information about returns or other confidence builders to help close the sale after the fact.
Knipp also notes that mobile shoppers want choice not only in how they buy but in how they may return items that don't meet their needs.
"The increase in varied buying behavior maps back to consumers' desire for 'buy, get and return anywhere - on my terms' meaning that excelling in mobile is great, but finding ways to improve the "last mile" experience will be game changing. Brick and mortar shops that also have an online presence have a leg up in this regard, but online only sellers can also find ways to make returns simpler (ie., Zappos) so that they don't lose to truly omni-present sellers," said Knipp.
Image via Shutterstock
- Brands: How to ensure rogue apps aren't damaging to you
- Top tips to drive purchases
- Brands: How to protect yourself in the app space
- 25% of smartphone owners have used mobile wallet technology at least once
- Forge relationships with consumers with gamification marketing techniques
- 50% of teens bored of Facebook as the social network loses its 'cool' factor
- Studies ID social trends for the holiday season
- Experts: Use the Hunger Games strategy to avoid spam folders
Featured White Papers
- 4 Simple Strategies to Find Time for Creative Work
As marketers, we know our best work is fueled by time to think, brainstorm and explore different directions. But in...
- 2014 Top Insights for Marketing Executives
Winning consumers over today requires building new capabilities that make brands more agile and provides deeper, more intimate knowledge of...
- 6 Common Marketing Problems and How to Beat Them
Feeling tired, frustrated, and overwhelmed with work chaos? Get the Winning at the Game of Marketing eBook and get control....
- Social & The DMP: Understanding Data-Driven Social Media Marketing
Learn how top marketers improved their Social Media Marketing....