BUSINESSMANAGEMENTREVIEW.COMJAN - MAR 202219Consumers love to shop. However, the means and methods in which they find what they want continue to evolve; and in true digital fashion, the e-commerce industry has transformed once again.More than ever before, it feels as if marketers are struggling to keep up with the pace of change.In 2016, we saw digital tipping past the 50 percent mark in terms of influencing in-store sales, according to eMarketer. Additionally, the rise of mobile technology has influenced online sales, with sales from mobile devices will total more than $102 billion in 2017, up 52 percent from the previous year.This year, one of the biggest opportunities for retailers and brands lies in the ability to capture new customers through a variety of mobile vehicles and content that will drive conversions. Here are three things to keep in mind as marketing for online retailers continues to evolve.Mobile is your Friend (That's here to stay)In the world of mobile commerce, there's been plenty of movement over the past year--and the growth is important to make note of. M-commerce now accounts for more than one-third of e-commerce sales (34 percent), with most of the growth coming from smart-phone devices. However, the window of opportunity goes beyond the bottom of the funnel. Retailers can find more opportunity in creating higher mobile consideration effectively with both the right content and the right timing--which often means immediately for today's shoppers. The latest evolution of online retail marketing now allows brands to move beyond mobile websites and forced app downloads to more native content that reaches customers while they are engaged in mobile moments. Mobile also brings many challenges for retailers who aren't prepared. Optimizing content for mobile viewing was just the first hurdle. Additionally, on average, today's consumer has two or fewer shopping apps on their phone. This makes it imperative that brands serve up the right content across a variety of digital outlets: emails push notifications, alerts, text messages and more.One of the reasons that mobile marketing continues to take off is because of a fundamental shift toward immediacy and connectivity among consumers, especially in the case of new audiences such as millennia's. In fact, 87 percent of millennia's who own a smart phone say it never leaves their side.Millennial shopper's are often looking for instant gratification when it comes to product searching and deal seeking. Smartphone devices allow brands to be their front and center, so their names remain on the top of the consumers mind during purchase.By Marissa Tarleton, CEO, RetailMeNotMOBILE MARKETING AND THE EVOLUTION OF E-COMMERCEMarissa TarletonINSIGHTSCXO
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