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BizReport : Mobile Marketing : December 06, 2011

Brands: What you need to understand about m:commerce leading up to 2012

According to comScore three days in the first full week of holiday shopping hit the $1 billion sales mark; meanwhile data from Tealeaf shows that while mobiles are shopping they're also frustrated with some mobile processes. Here are Tealeaf's top three tips for m:commerce.

by Kristina Knight

New data from Tealeaf finds over 40% of Cyber Monday online conversations were about mobile frustration - as in customers wanted to buy from a mobile site but for some reason weren't able to complete a purchase or landed on a frustrating mobile website.

Kristina: More people are turning to mobile devices to shop. What are you expecting to see from mobile through the holiday season?

Geoff Galat, Vice President, Worldwide Marketing, Tealeaf: I expect Mobile to grow in both use and purchases directly via the channel. Consumers are likely ahead of businesses in adoption - they seem to be much more ready and willing to utilize their devices, whether Smartphones or tablets to buy this season.

Kristina: How can brands, with the holiday season in full-force, ensure their mobile experience is a good one?

Geoff: Understand that consumers are using their devices and are very vocal about success or failure. It might be too late to change your App or site to offer the experience a customer is hoping for, but you CAN listen to them (as this study shows, they are talking, whether on social media or directly to companies) and you can endeavor to service them as best you can - equip your call centers to handle these "new" types of callers with new classes of issues, for example.

Kristina: What are your top three tips for brands entering the m:commerce space?

Geoff: My top 3 tips would be to: 1) Craft a strategy. As [the Tealeaf] shows, only 17% of people feel the ease-of-use is what they'd expect. That provides a huge opportunity to make ease-of-use a priority that can reap benefits, whether for mobile sites or apps. 2) Listen. As noted above, customers have lots of ways of telling you (and everyone else) what works and what doesn't - app store reviews, Twitter, Facebook, et al. They ARE sharing. You can learn and optimize from what they are saying.Evolve. 3) Move from doing things because they are or could be cool to doing things that help customers buy on mobile devices. Complex processes, fancy animations - especially if they use Flash, which doesn't work on Apple devices, forms that shift orientation (from vertical to horizontal) to enable easier data entry, etc.

Tags: m:commerce trends, mobile commerce, mobile marketing, mobile websites, Tealeaf

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