Many businesses remain uncertain about the importance of mobile technology in their online marketing strategies. The holidays present a unique opportunity for companies serving multiple industries to leverage new technologies to connect with buyers.
Noncommittal mobile marketers
On one hand, 31 percent of marketers believe mobile is increasingly important, but another 30 percent say it's still not clear whether it's a channel that can provide a clear return on investment (1). Those companies that have invested in mobile marketing are looking at the following tactics to drive engagement:
- Mobile-optimized websites
- Mobile search
- Mobile applications
Customers show greater support for mobile use
Rising 8 percentage points over 2013, 96 percent of customers indicated they planned to research products or browse using a mobile or tablet app during the 2014 holiday season. Another 91 percent said they planned to make purchases through this channel this year.
How businesses can respond
The goal for many businesses is to make mobile apps part of the brand experience and provide consistency regardless of the platform used to shop for and complete transactions. It's also critical for companies to test out their mobile apps and ensure there aren't major bugs in the programming and all APIs are working to help customers have a more seamless experience.