It comes as no surprise that a robust mobile presence is vital for all e-commerce brands. Studies show that the average e-commerce buyer spends most of their online time on their mobile devices browsing products. Therefore, to make the most of their marketing budget it is crucial for brands to dedicate a major portion of e-commerce marketing efforts to the mobile audience.

It is crucial for them to make the customer experience as seamless as possible pre-purchase, during purchase and post-purchase. For the e-commerce sector mobile marketing offers unique advantages like immediate messaging, precisely timed & targeted communication, highly personalized communication and much more.

Mobile marketing in the e-commerce industry has flourished at an unprecedented rate over the last few years. Experts predict that by the end of this year, mobile commerce sales will account for over half of total e-commerce sales. Also, it is expected to grow at a CAGR of 13.6% to reach USD 2 Trillion by 2024. (Source : Statista)

While the mobile marketing potential is seemingly unparalleled, it’s not all sunshine and roses. There are quite a few challenges like cut-throat competition, cart abandonment, data monetization, lack of ad reach, etc. that ecom brands face in a rapidly changing economy. Ultimately, the ability to capture the interest of potential buyers on mobile and then converting them into valuable repeat customers is vital to building a successful e-commerce brand.

Mobile technologies have disrupted e-commerce marketing. Mobile transformation is seen as the key to e-commerce revenue growth in 2022 and is inevitable across all online retailers. Most e-commerce brand leaders perceive switching to a “mobile first” mentality backed by appropriate mobile technologies to be the panacea for all challenges. Customers’ favorite mobile e-commerce brands including Amazon, Walmart, eBay, and IKEA provide seamless customer experiences, from brand discovery to sales and finally to after-sales services. 

Here are the key mobile marketing and transformation strategies for them to adopt :

1. Leverage the Power of Mobile Videos

Customers are more likely to buy products if e-commerce marketing strategy leverages the content medium they prefer. According to data released by Wyzowl, two-thirds of customers (66%) said they prefer to watch a short video to learn about a product or service, which is over 3 times higher than people who said they prefer to read text-based content (18 percent). More than 70 percent of YouTube watch time comes from mobile devices, according to YouTube’s own research.

Mobile videos build trust among customers. It offers a voice and human face, as if the brand representative is standing in front of customers. It lets e-commerce brands show off their personality and demonstrates confidence in brand and products.

Many e-commerce businesses use YouTube to deliver videos as they can host their videos for free and also tap into YouTube’s large built-in audience. However, All brands don’t prefer to use YouTube. Many better options exist for hosting and presenting e-commerce mobile videos. moLotus is one such mobile video customer interaction platform and technology which more and more e-com players are using.

By creating 40 sec. HQ moLotus mobile videos, businesses can increase sales, website traffic, and brand awareness. They can use moLotus explainer videos to demonstrate a product’s features or to showcase how easy it is to use. Other than videos moLotus offers a variety of rich media formats including greeting, brochure, slideshow and showcase. E-commerce marketers can add product pictures, voice-over and music, creating attractive storyboards using them together with videos.

2. Go for Location-based Targeting

E-commerce brands always require more customers to earn more money. They are striving to reach the maximum number of customers based on location. For brick-and-mortar retail businesses as well as app-based e-com businesses, location-specific targeting helps in reaching customers close by.

For mobile marketing in e-commerce, brands that provide location-based offers, like free delivery within a specific area or products that need to be delivered quickly like food, will benefit from location-based marketing.

A number of mobile marketing tools are being used by e-commerce merchants in customizing campaigns including HubSpot, Facebook, moLotus, AdColony, etc. Big brands find it best to use moLotus campaigns that offer location-based targeting. They can leverage real-time location data using moLotus. The deep customer insights offered by moLotus can be used by brands to further customize their campaigns, targeting and providing highly personalized offers to location and language specific customers.

It is worth mentioning here that e-commerce brands can easily target customers according to interests, languages, demographies, and more by using customer data at micro-levels via moLotus.

3. Go Hyper-Personal

E-commerce merchants are always on the lookout for ways to stand out from competition; keep their customers loyal and satisfied. Most of them know that one of the key ways to efficiently do all of those things is personalization. E-commerce personalization provides a way for brands to maximize sales.

Hyper-personalization is becoming the norm as e-commerce businesses discover that a one-size-fits all approach no longer works to meet the changing customer demands. Forrester research points out that brands that fail to meet customers’ expectations for personalized communications risk losing market share to competitors that do.

Unfortunately, not executing a right personalization strategy using the right mobile marketing tool has caused e-commerce brands to suffer. Social networking mobile apps like Facebook and Google have been used by them.  Facebook and Google used their customer data and account information to personalize campaigns. However, they did not meet the brands’ expectations offering limited levels of personalization.

The new-age moLotus mobile marketing campaigns offer hyper-personalization options such as name, customized greeting, reward, etc. enabling e-commerce marketers to create hyper-personalized offers attracting and converting customers quickly. Personalization can be done based on customer intelligence via moLotus. No app, no data plan involved in the process!

Moreover, moLotus can generate personalized recommendations that would coincide with a product that the customer prefers.

4. Enhance Customer Interaction Management

The number of customers who look forward to satiating their shopping hunger online is growing exponentially and so is the e-commerce businesses. Businesses develop numerous strategies to attract customers. One such strategy is customer interaction improvement which is considered crucial for any successful e-commerce website.

E-commerce customer experience includes pre-purchase, actual purchase and post-purchase experience stages. Brands need to deliver a welcoming and informational pre-purchase experience to your prospects. Again, keeping your nearly-converted customers informed is key to getting them to take the plunge. At this point, the prospective customers need to be given some key pieces of information like product specs, pricing, and availability. Once a customer has made a purchase, focus shifts onto keeping new customers engaged and coming back for more. The three stages of customer experience require deep customer interaction management and suitable mobile technology to cater to the interactions.

The advent of a new mobile video customer interactions platform like moLotus offering multiple customer interaction options; easing out brand-customer conversation at all the three customer experience stages. Therefore, e-commerce brand experts these days recommend interacting with customers via tools like moLotus, providing easy customer response options like Web URL, USSD, SMS, Call back, etc. rather than sending spam emails or using social media. Customers can also come up with their queries using the response options and get the best e-commerce customer experience.

5. Develop Irresistible Customer Loyalty Programs

Research on the behavior of retail customers reflects that they are mostly on-the-go and difficult to retain. Surveys also show that loyal customers tend to instantly buy products from retailers than newly acquired customers. To encourage loyalty and customer retention, e-commerce brands should embrace mobile marketing tools that assist in designing innovative loyalty campaigns for customers.

Mobile loyalty campaigns boost e-commerce revenue generation in a big way. Well-designed and managed reward campaigns run via mobile marketing platforms like moLotus, OptinMonster, HubSpot, AdColony, etc. can be of great assistance for e-commerce marketers. moLotus loyalty campaigns have enhanced customer experience and loyalty with big brands. Building strong rapport, moLotus loyalty & reward campaigns have offered a strong reason for consumers to stay in touch with brands and provide their contact info from time to time.

moLotus delivers hyper-personalized loyalty campaigns to retail customers for special occasions like birthdays, anniversaries, and festivals that are custom-branded with options for name, reward, greeting, call-to-action for individual customers. The e-commerce brands are sending various reward-based coupons directly to customer’s inboxes. These reward campaigns have added significantly to the conversions and sales.

6. Emphasize on Feedback & Reviews

E-commerce customers exhibit impulsive behavior requiring immediate responses. They go through product reviews before taking a buying decision and are mostly prompt at giving  feedback post-purchase. Hence e-commerce businesses can’t afford to ignore customer reviews and feedback.

Online review tools like Survey Monkey, TrustPilot, etc. have been used by e-commerce brands for building up reviews, feedback and trust among online buyers. All positive or negative reviews are shared publicly.

Innovative mobile marketing tools like moLotus have transformed the way e-commerce brands now capture feedback. moLotus offers a unique rating capability for collecting customer feedback about products via mobile devices. The mobile platform not only captures the customer ratings but also converts the collected data into comprehensive and crisp reports.

7. Do Extensive Seasonal Marketing

Seasonal marketing offers fantastic opportunities for e-commerce businesses to boost reach potential customers, engage them and ultimately register high conversion rates and average order value. But it becomes challenging for e-commerce merchants to differentiate their festive product-mix. Here comes the role of mobile marketing technologies like moLotus. The new age video tech platform establishes deeper connections with mobile shoppers via innovative festival offers.

moLotus enables e-commerce merchants to run unique mobile marketing campaigns for seasons like new year and events like festivals, anniversaries, birthdays, etc. Marketers are capable of designing automated festive campaigns offering digital vouchers and coupons. The platform has largely eliminated printed coupons and vouchers by real time hyper-personalized event-based digital mobile coupons and vouchers. It is now easier to launch and manage seasonal giveaway contests successfully via tools like moLotus. 

8. Resort to Big Data Analytics

According to an IDC report, the digital universe of customer data is estimated to grow 61% to 175 zettabytes by 2025. E-commerce businesses possess a huge chunk of this digital customer data — accumulated customers’ mobile activity, geolocation, purchase histories, abandoned online shopping carts, etc.

Analyzing this Big data is what poses a big challenge for e-commerce brands. However, with the advent of breakthrough mobile transformation technologies like moLotus they are at a significant advantage. The moLotus Big data Analytics are assisting e-commerce merchants in managing and monetizing their massive database. E-commerce brands are leveraging moLotus big data analytics for understanding their customers’ buying behavior in the context of current market trends. In turn, these brands are tailoring their marketing directly according to customer preferences and creating new products that meet growing customer needs.

Predictive moLotus analytics are assisting the e-commerce brands in developing new strategies to prevent shopping cart abandonment, shortening time to purchase, and catering to emerging consumer trends. Also, the e-commerce sector uses the deep customer insights derived from the data to accurately predict inventory needs with seasonal and economic changes.

9. Transform Lead Generation

Running an ecommerce store successfully needs a steady flow of customers, making lead generation for ecommerce businesses a must. E-commerce lead generation is competitive, though, and brands require a smart strategy to stand out. With a performance-oriented lead generation strategy, e-commerce brands can attract more traffic to e-commerce sites and move them through the sales funnel until customers’ purchase.

E-commerce businesses used ineffective and outdated practices to acquire leads earlier. Their leads were not qualified and interested. Hence, they wasted their efforts in converting the dead leads.

Lead generation has been transformed with the adoption of moLotus mobile lead generation platform by e-commerce players. Brands are not only getting more leads but also converting them into sales using cost-effective moLotus lead generation campaigns. The automated campaigns extensively use illustrative product videos and offers attracting the potential customers; inducing them to interact, and add them to cart and buy the products instantly.

10. Boost Selling            

Beyond loyalty programs, customers appreciate good deals inducing more sales. E-commerce brands should use customer insights to pinpoint the lowest price for a specific set of customers to bring in increased sales. Brands like Amazon are running special mobile marketing campaigns to give special offers and discounts to customers generating increasing volume of sales. During the first quarter of 2022, Amazon generated total net sales of approx USD 116.44 billion, surpassing the USD 108.52 billion in the same quarter of 2021(Source : Statista).

moLotus mobile video interactions support efficient information exchange between e-commerce buyers and sellers via mobile. The technology can help online shopping customers realize value offered by e-commerce brands quickly via personalized, interactive, scalable, and automated sales campaigns and effectively meeting the sales goals. The mobile campaigns set the foundation for the sales ecosystem and supply chain, accelerating e-commerce customer journey.

The campaigns reach directly the mobile inbox of customers without the requirement of any app or data plan. Customers searching for the right products and services on their mobile devices can save time and money finding the best prices and deals without having to do all the legwork.

Conclusion

Needless to say, mobile marketing is not just a mere trend but a phenomenon that is here to stay. As mobile devices become more central to how customers communicate, gather information and now shop online, mobile marketing will likely become a necessity for all e-commerce brands.

Maintaining an effective e-commerce mobile marketing and transformation strategy requires adoption of powerful technology and tools like moLotus. Remember that mobile marketing is all about meeting customers where they are in real time and providing them a convenient yet memorable experience via mobile resulting in high margin revenues, high ROI and better customer lifetime value.