Marketers still not grasping importance of mobile by Catherine Ferguson
Mobile marketing and advertising is a key element to any business. However, some brands are still struggling to get to grips with the platform. Now is the time to cash in, as more people will use ecommerce as internet connections improve.
The rise of smartphones and tablets means businesses must appeal to mobile users.
Despite the clear rise of the number of smartphones and tablets in the hands of consumers and the evidence that the presence of these gadgets is changing the way they shop and interact with brands, some companies are still failing to grasp the importance of mobile marketing.
That is according to eWayDirect, which found although mobile marketing is named as a key priority by many businesses, almost half are failing to optimise their marketing materials for use of mobile devices.
Neil Rosen, eWayDirect’s chief executive, explained that marketers need to focus on finding profitable new customers across all channels.
He noted that this includes both social media and mobile and that it needs to be done in order to grow and expand a business.
Mobile commerce opportunities
Mobile commerce has been gaining in popularity with the rise of the smartphone and tablet, but it looks like it could be set for a major boost in the coming months and years, making it crucial for retailers to get their act together when it comes to mobile.
One of the driving forces behind this expected rise in purchasing through mobile devices is the further rollout of 4G services in the UK.
A study carried out by IMRG and eDigitalResearch indicated that just over a third (34 per cent) of smartphone owners think the latest broadband services will see their usage of ecommerce platforms through their mobile phone increase.
Capitalising on the opportunity
Around two-thirds of the 2,000 people surveyed said they already use their smartphone to buy goods, even though only 14 per cent currently have 4G capabilities on their phone, indicating that buying through mobiles looks set for a rise.
Derek Eccleston, commercial director at eDigitalResearch, said: “With faster internet speeds and a better all-round browsing experience, more and more shoppers are likely to turn to their 4G enabled device to help them through their multichannel purchase journey.”
In order to capitalise on the growing demand for mobile commerce, businesses should ensure that their marketing materials and website is optimised for mobile use.