The mobile revolution is more extreme than any other megatrend in technology today. For a long while now, the growth of mobile adoption amongst consumers has been talked about, but the pace of change continues to be rapid and is accelerating.
According to Forrester Research, mobile transactions are expected to jump from $115 billion in 2015 to $142 billion by next year alone. It’s no shock given how much time people are spending on their devices. About half of all Americans check their phones several times an hour or more. Consumers have become hyper-connected, cross-device shoppers who browse and buy across any and all devices, including desktops, laptops, tablets and smartphones. They’re also toggling between mobile web and app experiences, making it tougher than ever for a brand to keep up with the new consumer buying journey.
Quarterly, Criteo conducts extensive research into consumer online transactions. Recent results show the cross-device shopper is becoming a powerful force as four out of every 10 transactions involve multiple devices. In looking at exactly how consumers are toggling between devices, 33 percent of desktop transactions involve browsing on mobile prior to purchase. But don’t think that mobile is just a research device for shoppers. Cross-device purchasers are 20 percent more likely to use mobile devices to complete a transaction than the average shopper.
Google too has picked up on this new multi-device buyer. The company is convinced that the new battleground for brands will be “micro moments.” These are critical touch points that span the entire consumer journey across all screens, devices and channels. As a brand, being seamlessly present across all devices and actively engaging users, especially on mobile, is key to winning in this new mobile world. But, it’s easier said than done in some cases. The secrets to success are still in progress, but there are some fundamental steps brands need to take today in order to win.
Measuring all consumer touch points: Understanding the consumer across the entire path to purchase, including how they behave on all devices and digital channels, will yield deeper insight than counting site views, app downloads and the number of clicks. How are people consuming digital content throughout the day? How are they engaging with different brands online and offline? And, what gets them to buy? By uncovering the answers to these questions a company can learn how people maneuver from one device to another as they shop. Google finds that companies that use data gathered from tracking consumers across multiple devices experience 16 percent more search ad conversions. In order to achieve this type of success, brands typically need to build a smart in-house digital marketing team and work with established partners that can track the consumer journey and optimize marketing performance.
Zero in on apps, but don’t forget the web: At this point in the game, creating an app is not enough to draw consumers in. With about 1.5 million apps in the Apple App Store as of July of this year, it can be a challenge to break through. And, it doesn’t always pay of, despite our recent findings at Criteo, which found that apps deliver higher conversion and over 50 percent of sales for retailers that are committed to apps as a sales driver. At a recent conference, Google’s VP of Performance Media discussed how brands have been busy building apps over the past few years, putting up mediocre mobile-friendly sites that then directed users to an app. More often than not, that’s when the consumer drops-off, uninterested in downloading a particular app unless they frequently shop, or plan to shop with that company. The takeaway? Both mobile web and apps should be a priority.
Deep linking for mobile: No doubt, big changes are happening to mobile marketing. They’re taking place across digital advertising, video and, most recently, deep linking. Deep linking works like this: If someone wants to find a holiday-themed sweater to purchase, he or she does a search via the mobile web on a smartphone to find the best option. The search will do one of two things. The user will either be taken (via an embedded link) to the app store to download the retailer’s app where the sweater can be found. Or, if the app is already on the phone, the user will be taken directly to the sweater within the app. Deep linking is in its early days, but will surely play a major role in further understanding how consumers browse and buy online. It’s also a step to further improve online advertising and drive transactions.
Bottom Line
The mobile revolution represents an exciting time—and a big opportunity for companies that see significant sales figures from online transactions. Understanding and catering to the evolved, cross-device shopper is at the heart of more deeply engaging consumers and converting them into buyers. While the playbook is still in progress, it’s a good idea to prioritize measuring users across all devices, building apps for micro-moments and deep-linking for a better user experience.
Criteo specializes in digital performance marketing.
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