You may have already noticed it, but Millennials and Gen Z are pretty well-connected with their phones. Some might even say they’re glued to them. While it may be frustrating to try and peel your teenager away from their screen at the dinner table, as an e-commerce business owner, it’s important to embrace the younger generation’s affinity for mobile devices.
Generation Z and Millennials rely heavily on their mobile devices not only for entertainment and social media but for research, communication, and purchases—the latter of which is relevant to any ecommerce businesses hoping to implement an effective mobile marketing strategy. So how can you be sure your ecommerce marketing is up-to-date with current consumer behaviors? In this article, we’ve compiled a guide including ecommerce marketing tips designed to ensure you create a target audience of loyal customers that will increase sales and drive repeat purchases.
Mobile marketing for the mobile-first generation:
Gen Z and Millennials are among the most dedicated users of mobile devices, turning there as a primary means of researching products and shopping. By acknowledging this trend rather than attempting to divert them to other platforms, owners of an ecommerce site can access a giant consumer base that improves both customer satisfaction and brand loyalty.
Just how important is having a mobile marketing strategy?
In a word: essential. To thrive in today’s highly-competitive markets, it’s a necessity to have some kind of mobile marketing strategy. The most successful businesses create a well-rounded mobile strategy that accommodates various mobile operating systems, social media platforms, and communication channels.
Don’t believe us? Here’s some data:
- According to Pew Research Center, 98% of Americans aged 18-29 own a smartphone.
- eMarketer predicts that m-commerce (or mobile e-commerce) will account for 43.4% of e-commerce sales in 2023.
- Google states that 67% of smartphone users are more likely to purchase from a company with a mobile-friendly website. Conversely, 52% say they’re less likely to buy from a company with a poor mobile site.
Customer loyalty with the connected generation
Gen Z and Millennials crave authentic connections with brands they love, just like other generations. The only difference is they foster that connection through the cell phone. It sounds like a corny sci-fi love story, right? Well, it has ecommerce implications, too!
Retaining an existing customer is five times cheaper than acquiring a new one, according to ecommerce wisdom. Therefore, fostering brand loyalty and providing ways to reward customers (such as with a loyalty program) should be the main focus of any ecommerce business hoping to improve its bottom line.
Luckily for those conducting a new mobile marketing strategy, customer retention is easier on mobile platforms than on conventional websites.
CleverTap reports that mobile app users tend to stick around longer than website users. In fact, mobile apps have a retention rate of 35% compared to websites’ 10%. Furthermore, mobile app users tend to spend more money and time with a business than their phone-less counterparts.
The omnichannel approach to mobile marketing campaigns
The thing about mobile devices is there’s a lot you can do on them! Apps, sites, social media—you name it. Therefore, when developing your mobile marketing strategy, ensure you’re doing it omnichannel.
That means keeping your ecommerce presence open to more than just one channel. Catering to today’s mobile generation means offering flexibility regarding where, how, and when customers can access your offerings.
Whether through an online store, social media platforms, or even in a physical store with the help of a QR code discount or other mobile customer loyalty program—successful businesses use a mobile ecommerce marketing strategy that integrates different channels to drive purchases.
It’s not just about how they purchase products, either. Accessing customers and increasing engagement is best performed through various marketing channels, too. Don’t just stick to email marketing—greet customers where they are. Hint: they’re on their phones.
Push notifications, SMS marketing, social media marketing, in-app messaging, and other marketing channels can all be effective marketing strategies for capturing new customers and engaging with existing ones.
Attract and retain customers with e.pop
If you’re a small business owner looking to increase lifetime customer value, then look no further than e.pop—an innovative mobile marketing tool for connecting with customers after the point of purchase.
Using e.pop, merchants can send receipts directly to consumers’ phones. This seamless integration not only eliminates wasteful paper receipts (and annoying e-mail receipts that always seem to get lost!) but enhances customer engagement by allowing them to receive notifications, offers, and messages about your products and services. Try it today or find the e.pop app on iOS and Android platforms.