Three opportunities for better mobile marketing

Virtually overnight, the pandemic has turned upside down the way consumers interact with brands. Digital platforms are the only way to find and buy goods and services in almost every sector. This has led to a massive increase in the use of mobile devices, making them the most important platform for marketing, sales and communication with customers. Revenue from purchases made via smartphone or tablet is expected to account for more than half (54 percent) of all e-commerce sales by early 2021 - more than any other platform. The number of customers interacting with brands via mobile devices for the first time has increased by 62 percent.

However, customers' new digital interaction is not limited to the brands they already know and have already bought from. 75 percent of consumers have changed their shopping behavior in 2020 - and most intend to continue doing so beyond the pandemic. These consumers will not remain loyal to any brand that offers a poor shopping experience. Digital focus, as well as time pressure, is leading to digital "oversaturation." This means companies across all industries need to deliver a customer experience that differentiates them from the competition and builds trust.

Some brands have quickly moved to selling directly to customers via apps. They have optimized their mobile sites to be intuitive and user-friendly. They are also making greater use of QR codes as customers expect an ever-higher quality mobile experience. To be successful in attracting and retaining customers, brands need to move with the times - that means making sure their mobile offering is contemporary. There are three ways brands can do this.

Use of apps and social channels 

When mobile devices are used, the customer journey often begins outside a brand's website or app. Many shoppers are shown ads, see influencers, or interact with a brand on a social media channel like Instagram, and are then taken to a website or app to make a purchase. This process needs to be seamless with just a few clicks to provide the speed and convenience that customers expect today.

Consumers also place great value on reviews and recommendations from other shoppers, friends and influencers - 81 percent trust the advice of their friends and family more than that of a company. User-generated content, often shared on social media platforms, is in many cases more effective than brand-created content because it is perceived as more authentic. In an age when consumers can't physically see and experience a product before buying it, it's natural for them to listen to the advice of friends or influencers - someone they trust. Inviting customers to use a brand hashtag and share their feedback on social media, or giving them an incentive to send a one-click text message or email with a product recommendation to friends, can be effective ways for marketers to attract new customers.

To get the most out of this valuable user-generated content, brands should also consider how to integrate these reviews into their website. This can be done by integrating social media feeds, but also by inviting or incentivizing customers to leave a review directly on the website.

Optimize experiences for mobile use

To succeed in the mobile world, brands need to optimize their websites for mobile use. For example, it is important to ensure that the mobile payment process is simple and user-friendly - and that all the benefits are offered that are also available when checking out on a desktop computer or physically in the store. These include access to loyalty programs as well as member discounts, customer support, different payment methods, and the ability to compare products or services.

Investing in an app with all these features can enable a high-quality customer experience that no search engine can provide. Those who already have a mobile offering can engage and impress customers with features like augmented reality or AI. Sitecore customer L'Oréal, for example, has harnessed AI to meet the diverse needs of consumers. Shoppers can use a mobile device to upload their photo to L'Oréal's websites, and in just a few minutes they'll receive a personalized skin analysis. This helps customers learn more about caring for their skin and gets recommendations for skin care products that are tailored to their exact needs.

Before the pandemic, certain stages of the customer journey were often completed in person on site - such as researching in-store before buying online or talking to a salesperson. Now, the entire customer experience takes place online. That's why mobile apps need to be seen as a platform in their own right, not a stripped-down version of the website with limited capabilities.

Riding the QR code wave

Since the pandemic began, QR codes have become increasingly popular because they allow customers to quickly and securely view menus, order food and beverages, or submit their contact information using their smartphones. In addition, there are many other ways we can use our smartphones to merge the offline and online experience. Instagram, for example, recently introduced a QR code option to allow users to open a profile from a third-party camera app. Mobile users can scan a company's QR code and instantly see its Instagram page or follow the account.

Basically, it is possible to tag every billboard, every letter, every package with a QR code that customers can scan to get more product information or register for a service more easily. This seamlessly transitions the in-person experience into the online world - and further purchases or interactions with a brand can take place via mobile devices. For example, if an energy company sends paper bills to customers, it could print a QR code on the letter so recipients can easily pay online. Physical products can also be tagged with QR codes so customers can register the product and sign up for product information and extras. For example, if one has purchased a new smart grill, a QR code could lead directly to recipes or allow connection to an app that notifies when the meat is ready to be turned or served. With these codes, everything becomes much more connected and easier for customers. For a brand, a QR code could also be embedded on the desktop website that customers can scan with their mobile device to download the corresponding app.

However, it's important to remember that while mobile devices are the preferred technology for most, not everyone has a smartphone. So it shouldn't be the only way customers find a brand online. Over the past year, we've seen a major shift in the way brands interact with customers and an increase in customer expectations as a result of the pandemic. Mobile marketing is more important than ever, but to ensure its success, marketers must overcome some challenges. If brands invest in technology for in-app purchases that provides a seamless experience, optimize their websites for both mobile and desktop use, and take advantage of the QR code boom, they have every chance of delighting and retaining customers who primarily use mobile devices for their purchases.