Getting the Most from the m-commerce Market
Some 40% of Google searches are made through mobile devices, 30% from mobile phones and 10% from tablets and iPads. Last year was the first in which sales of mobile phones with Internet exceeded sales of those without. Mobile is the present. We’re moving towards a multi-screen world. This is not only due to the use of smart phones but also to tablets and to everything which falls under the heading of ‘the Internet of things’: glasses, watches, bracelets, contact lenses, connected cars. With these observations, Fuencisla Clemares, Director of Retail Sales, Technology and Classified Advertising at Google Spain opened the session on mobile Internet. “I’m mobile, therefore I am,” she said.
New ways of shopping
Mobile devices are changing everything in our lives, the way we communicate, the way we seek information, the way we conduct our relationships and, of course, how we shop. It’s a great opportunity for companies because they work very well for sales. But to get the most out of them, we have to be clear that purchases made through mobiles (m-commerce) has its own rules:
Tablet or smartphone?
According to Clemares, many companies are still not getting into m-commerce “because they believe that the conversion rate on mobile is lower than it is on computers.” But that’s not what those who have adapted their strategies to online marketing and the new rules imposed by mobility of the potential buyer are saying.
As for the difference between smart phones and tablets, Clemares says that devices such as the iPad have higher conversion rates than mobile phones, as well being an important source of increased purchasing. On the other hand, mobile phones offer other advantages, such as loyalty and retaining clients.
Three keys to m-commerce success
When a company decides to move from e-commerce to m-commerce the first doubts arise over whether to adapt the website for mobile or design a specific application.
According to Luís Ferrándiz, a partner in the digital marketing agency ADN, both options are valid. In order to choose the best one in each case, you have to be clear about who your target market is and where your business is in the cycle. In general, applications attract people who are already clients and they work for businesses that are already consolidated; whereas responsive websites are recommended for companies that need to connect with more potential clients, in addition to the ones they already have.
Whatever the chosen option, Ferrándiz recommends that these three key aspects be borne in mind:
Anyone interested in having a deeper understanding of multichannel digital strategies should not miss the 1st E-commerce Meeting which IESE is organizing in Barcelona, on May 14th.