Home > Commerce Insights Blog > Mobile Strategies for a Three Screen Consumer

Commerce Insights Blog

Mobile Strategies for a Three Screen Consumer
By Lauren Smith
4/6/2011 8:24:00 AM
Last Thursday, Kendrick and I attended the March SEMPO Atlanta event held at the Google offices here in Atlanta. Entitled “Mobile Search Marketing,” SEMPO lined up some of the heavyweights in the mobile search industry to speak including:

     - Paul Gelb, VP of Mobile at Razorfish
     - Paul Cushman, Senior Director of Mobile Sales Strategy at Yahoo
     - Andy Chu, Director of Mobile Product Management at Bing
     - Elliott Nix, Senior Account Executive at Google

Mobile is a hot topic in the ecommerce world these days, with mobile commerce expected to grow a whopping 875% over the next five years, according to Paul Cushman of Yahoo. Even more staggering are the statistics that highlight the success mobile search campaigns see. When Papa Johns Pizza implemented a mobile ordering system, they saw $1 million in sales within the first six months. But what does this mean for online retailers?

The Traffic Pattern Is Changing
Yahoo examined the time of day most searches were made on desktops versus mobile devices and discovered that mobile originated searches start 2.5 hours earlier in the day than those from desktops. Not surprisingly, at around 7AM, while most people are getting up, eating their breakfast and even using the restroom (by the way a shocking 10% of searches occur in the restroom), they’re searching for products. Around 9:30 AM, when consumers are settled in at work, desktop searches searches see a surge in frequency. The number of desktop searches tend to remain consistent all day, but mobile searches spikes again around 12 PM while eating lunch. At 6 PM, another traffic spike occurs and climbs steadily until 11 PM. So in a nutshell, people are still using their phones while eating dinner, watching a little prime-time television, and cuddling in to bed.

Stop With The Traditional Advertising, Will You?
Both Google & Yahoo recently completed studies during The Oscars, The World Cup, and The Super Bowl. What they found is bad news for TV advertisers. You might as well turn off the commercials, because no one is watching. As the tablet market gains a larger share, people are using both their tablets and smartphones as their television watching companions. These two major search engines saw huge traffic lifts during show breaks, creating a graph that resembles the Rockies. The traffic dramatically increases, then dramatically decreases, through the program. In other words, that high dollar ad you paid for? Useless. The only highly searched ads were those with compelling soundtracks that happened to grab the consumer’s attention from their mobile device. Best example? Eminem’s Chrysler spot.

App or Mobile Site?
Before the saturation of smartphones in the market, many companies developed one off applications that were device specific. The problem began when consumers adopted additional smartphone platforms. The iPhone app was no longer relevant if a consumer purchased an Android. Companies began to develop apps specific to the added platforms, but the smartest companies know the secret - stop developing apps, and instead create a mobile instance of your site. The mobile version should be sleek & streamlined, allowing the user to finish a task as quickly as possible. The longer it takes, the quicker they are to abandon your site. And please, whatever you do, don’t use Flash.

Help Them Check Off Their To-Do’s (And Save a Few Bucks, Too)
The majority of searches are task-centric. Bing found that 75% of mobile searches that are task related are completed within one hour. In comparison, task-centric desktop searches take about one week to complete. When a consumer is searching for a birthday gift, the smart retailer will direct them to a quick selection and allow easy mobile purchasing. Secure payment methods and alternative payment methods like Google Checkout, Amazon Checkout, and PayPal are a necessity.

Nearly 50% of consumers want mobile coupons and roughly 5.3% of consumers actually use them. Offering an exclusive mobile discount gives them an incentive to purchase immediately, then and there.

The key takeaways are best summed up by Google’s Elliott Nix. Where do you want to reach your customers? What’s your success metric? Determine your goals and decide how you will reach them, but neglect a mobile strategy at your own peril.

Currently rated 0 by 0 people

Tags: N/A
Categories: Mobile Commerce, Commerce Insights Blog
Bookmark and Share


On Sunday, April 10, 2011 Nano Premium PVR wrote:

Terrific idea of posting this kind of information.I really appreciate it.

Nano Premium PVR

Include comments
 January (1)
Recent Posts
Epicor Completes Acquisition of ShopVisible
  Comments: 0
  Rating: 0 / 0
ShopVisible Reveals 24%Increase in Order Volume on National Free Shipping Day
  Comments: 0
  Rating: 0 / 0
ShopVisible Reveals 24%Increase in Order Volume on National Free Shipping Day
  Comments: 0
  Rating: 0 / 0
Epicor to Acquire ShopVisible™
  Comments: 0
  Rating: 0 / 0
5 Universal Tactics to help Increase Conversions
  Comments: 0
  Rating: 0 / 0
Major Online Retailer Rebrands and Re-launches Responsive Design Site
  Comments: 0
  Rating: 0 / 0
How To Get To Omnichannel…Fast
  Comments: 0
  Rating: 0 / 0
ShopVisible Meets Growing Demands of Mid-Market B2B Sellers
  Comments: 0
  Rating: 0 / 0
Direct Marketing News: [Infographic] B2Bs and B2Cs Are Breaking Bad eCom Habits
  Comments: 0
  Rating: 0 / 0
ShopVisible Expands Omnichannel User Experience
  Comments: 0
  Rating: 0 / 0
Allison Howen (1)
BC (2)
Bharat C (2)
Clint Engel -- Furniture Today (1)
DannieB (32)
e-commerce info (1)
E-Commerce Information (1)
Emma G (1)
Glenn Taylor (1)
Jessica Lee (1)
jvm (19)
Karen Marchione (5)
Kendrick (1)
Kendrick Woolford (2)
Lauren Smith (40)
Marketing (118)
marketing@shopvisible.com (3)
Media Coverage (13)
News (2)
Nithya (1)
PAN Communications (1)
Press Releases (10)
Sean Cook (11)
SEO Information (1)
ShopVisible Marketing (21)
Stacy Shade (7)
The Frog (4)
Webster J Frogg (10)
Will Devlin (11)
Back to top

Contact Us

Tell us a little bit about what you are interested in so we can better serve you

Do you have an RFP you would like us to consider?

Please complete the contact form and indicate that you have an RFP in the message field. When we contact you, we’ll request a copy and respond with a customized solution to meet your needs.

You can get our RFP form here.

Would you like to speak to one of our platform consultants?

Please indicate that you would like to set up a call with one of our team members in the message field of the contact form. We’ll set up a time that’s convenient for you to show you the inner workings of the ShopVisible platform, and answer any technical questions you might have.