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BizReport : Mobile Marketing : January 16, 2015


Expert: How retailers can do more with mobile

Over the 2014 holidays ecommerce increased by roughly 18% according to comScore; mobile devices were a significant part of that growth. How important is mobile becoming for retailers and brands?

by Kristina Knight

Kristina: What trends are you seeing in the mobile ad space?

Marc Poirier, CEO, Acquisio: Mobile is an opportunity as it enables retailers and brands to provide something significantly user for customers at the best moment. Having mobile to augment enables an enhancement of the relationship between a brand and consumer beyond that of a sales person.

In 2015, I believe we will begin to move beyond the banner ad and to more rich and this content will grow beyond ads in apps will grow. While some are predicting the push advertising will decrease, I believe that it continue to drive high click-thru rates.

Kristina: How can retailers/brands improve their mobile campaigns to better engage shoppers?

Marc: Mobile users want everything to be simple. While a user is willing to spend more time on a PC, they want the mobile experience to simple - think 1 or 2 clicks. Providing a combination of push notifications that are simple, timely and targeted will drive conversions when couple with an easy post click experience.

Kristina: A couple of times experts have noted a year would be the 'Year of the App', but apps haven't really taken over - yet. Will 2015 be the year apps finally begin to pay off for brands? ---

Marc: I'm not a believer in the 'Year of the App'. I see an environment where apps are important but won't be the magic solution. A mobile user will have numerous choices on how to spend time or achieve their goal. History shows that humans tend to find something they like and stick with it. The desire for consistency and the overwhelming number of app choices prevent a brand's app from driving significant, impactful results. Too many apps will lead to a number of apps having miniscule usage.

Kristina: What are your top 3 tips to improve the app experience?

Marc: Simplicity. Speed. Results. Mobile users don't have the same patience as a PC user. Make it easy for them.






Image via Shutterstock

Tags: acquisio, ecommerce trends, mcommerce trends, mobile commerce, mobile marketing








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