But marketers must walk a fine line in messaging apps, as these spaces “are highly personal,” Asay continues. “Consumers are accustomed to connecting with their inner circles on these channels, and the introduction of brands will be met with initial hesitancy. A good starting point is to identify the most fundamental need and make that the entry point. For many brands, this can be as simple as customer service. Give consumers a channel to ask questions and resolve issues, and once the trust is there, engage them deeper with other services and content.”
3. Take advantage of location-based marketing
In 2017, look for more brands to use location-based marketing to engage consumers. “Mobile devices travel with the consumer and generate a lot of contextual data, much of which has been untapped,” Asay says. “All of this can be leveraged to augment everyday experiences, changing not only how consumers interact with the world around them but also how brands engage.”
Location-based technologies, such as in-store beacons, “can be the most transformative aspect of a brand’s mobile strategy,” Asay believes. “Once consumers have agreed to that relationship, it opens up big possibilities. Take retail, for instance. Brands with a heavy physical presence are struggling to keep up with ecommerce in part because the physical shopping experience hasn’t changed much over the years. Location technology can enable everything from one-click ordering of out-of-stock items to shoppers engaging with digitized parts of the store through their smartphones. Additionally, location data can boost how brands personalize experiences. For example, knowing that a particular promotion induced customers to visit a physical store is highly valuable information for a marketer.”
4. Pay more attention to mobile site load speeds
“If your customer can’t find what they’re looking for in three seconds, you won't win the mobile moment,” says Mike Frazzini, CTO for travel gear etailer eBags. “For every second over three, conversion rates go down 20 percent. Removing friction in mobile with relentless user testing, split-testing of features and feature enhancements, mobile-friendly payments, and continuous mobile site speed improvements” helped eBags achieve a 70 percent increase in year-over-year mobile sales in 2016, and a 53 percent increase in mobile traffic, Frazzini says.
Focusing on mobile speed will help “make sure your brand delivers a best-in-class consumer experience and rank well in mobile searches,” Frazzini adds. To increase mobile sales and traffic in 2016, eBags reduced mobile checkout pages from seven to one; added support for mobile wallets, such as Apple Pay; increased mobile site load speeds; and incorporated adaptive design to optimize the eBags site for mobile.
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