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Nov 22

Make the Most of Mobile Shopping this Holiday Season and Beyond


In: Strategy Insights

In 2014, mobile shopping accounted for just 19% of total ecommerce sales. In 2016, that number is expected to break 30%, and by 2020 mobile is projected to comprise over 40% of all ecommerce sales. With mobile expected to grow 300% faster than traditional ecommerce, allocating additional dollars to your mobile budget goes without saying. Some businesses, however, are struggling to keep up with rapidly changing consumer expectations. Is your mobile marketing strategy ready to capitalize on the growing shift to mobile this holiday season and beyond?


Black Friday’s Mobile Dominance

The biggest shopping day of the year is almost here. As companies prepare their Black Friday and Cyber Monday sales, the smartest ones are investing heavily in their mobile experience. While traditionally Black Friday has been a day to get trampled in break-of-dawn “doorbusters,” more and more consumers are choosing to save the hassle and make their purchases online.

In 2015, mobile accounted for 35.3 and 40 percent of all online sales on Black Friday and Thanksgiving, respectively. – Adobe

Despite the fact that consumers’ inboxes will be flooded with holiday deals, don’t miss your chance to make an impression. 14 percent of all Thanksgiving spending in 2015 was driven by email promotions. Don’t forget to make sure any emails you send are responsive as well.

The Brick & Mortar Mobile Experience

“Showrooming” is a recent trend whereby shoppers view an item in your store, and then find it online at a discount. As a retailer, this may seem distressing, but it’s also an opportunity for you to provide additional value to your customers.

80% of smartphone users use mobile phones for shopping research, and 80% of those shoppers do their mobile research in-store - Google

If your mobile experience is fully optimized, you can shift those sales from your cash register to your website instead of to your competitor.

Capture Holiday Traffic with PPC & Google Shopping

As mobile shopping continues to take a bigger piece of the pie, mobile marketing has naturally followed suit. In fact, mobile marketing will surpass 50% of all digital marketing spend in 2016. Understanding the unique needs and habits of mobile shoppers is critical to your success. Google continues to dominate by offering advanced features in Google Shopping such as providing info on where shoppers can find products in-store, along with the most helpful reviews online.

As a business owner, getting to the top of both the standard SERP and the Google Shopping results should be high priority this holiday season. You can learn more about paid search marketing here. And don’t forget to optimize your PPC and Google Shopping campaigns with location bid adjustment in order to reach mobile shoppers closest to your store.

Mobile Video Advertising

While window shopping and browsing through catalogs dominated holiday seasons past, online videos have become the go-to for product research both in and out of the holiday season. Video is the fastest growing digital ad format and 73% of shoppers are more likely to buy a product or service after seeing a video on it.

Creating your own “Gift Guide” video and promoting it on Facebook is a great way to provide helpful, shareable, mobile-friendly content while increasing your brand presence on social media. Additionally, 68% of consumer electronics customers turned to YouTube for their product ideas. However you choose to promote your brand, it is undoubtable that consumers are relying on mobile video to make their holiday shopping decisions.  

With mobile shopping quickly becoming a contender for the lion’s share of ecommerce, no business can afford to neglect their mobile marketing strategy. Whether consumers are just browsing on their phones, but purchasing in store or on their desktops, your messaging needs to be optimized and seamless from one channel to the next.

41% of shoppers have turned to a competitor’s site after a bad mobile experience. Don’t let your mobile marketing strategy cost you this holiday season and further into 2017.


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UNION is a full-service digital agency. We create experiences that help brands thrive. We believe to be relevant in today’s marketplace, brands must lead with a digital-first philosophy. We craft engaging digital experiences and integrated campaigns that are built on strategy and driven by data. At the heart of what we do is help brands create meaningful and enduring relationships with highly connected consumers.

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