The Secret To Driving Results With Mobile

I know, I know. You’ve heard me say “it’s all e-commerce,” again and again and again and again and again. I’ve tried to help you figure out how to manage in a world where it’s all e-commerce. I’ve even done a whole webinar on the topic:

But there’s a reason I keep talking about it: It’s incredibly true.

Your customers are moving to mobile at ridiculous speeds. And that move to mobile destroys the line between “e-commerce” and just “plain ol’ commerce.” There’s no longer a meaningful distinction between when customers browse, shop, or buy. It’s all just shopping.

Seriously.

We’re reaching the point where we’ll soon need to stop talking about “the mobile web” and just talk about “the web” — mobile, tablet, wearable, embedded, desktop, and everything in-between, when done well, will fade into the background. Your customers won’t have to worry about which tool to use; they’ll merely focus on their task at hand (pun at least partially intended).

As I note in a new post over on Mike Moran’s Biznology blog, some best practices already exist on how to help your customers get there:

“The typical picture of a marketing funnel suggests customers move cleanly from awareness of your brand, to interest in your products and services, through desire for a specific product to action: that magical moment when your customer takes out her credit card and gleefully hands it to you, online or offline.

This is, of course, a myth.

If the marketing funnel was ever true, it’s certainly long-dead now. Instead, your customer is continually researching and reading and struggling to reach a decision about what best will meet her needs. And, instead of sitting down at a desktop computer or reading the paper, or watching TV, she’s now conducting this research while waiting for her kids after soccer practice, in between meetings at work, or waiting for a meal at a restaurant.

Think through what your customer needs to know and where your customer will be when looking for that information.

For instance, customers using their mobile phones on the go often look for phone numbers, addresses, and directions to find their way to your business. So, make sure your phone number, address, and a link to a map appear clearly near the top of the screen. Ensure your forms don’t require tons of typing for mobile users. And explore alternative payment options like Google Wallet, NFC, or Apple’s iBeacon to ease the checkout process, whether virtual or real-world.”

Mobile allows your customers to connect with you when and where and how it works for them. Or at least they do when you make it easy for them.

Now, some folks will say, “Yeah, mobile’s growing, but where are the sales?” It’s a fair question. But one with two simple answers:

1. Purchasing on mobile is still too hard. Have you seen the checkout process on most mobile commerce sites? Customers will buy when you make it easier for them to do so.
2. There might not be a conversion problem. I touched on this briefly the other day, but mobile might not have a “conversion problem.” It might be a tracking problem. The businesses with the best attribution models also often are investing the most in their mobile platforms. Coincidence? I think not.

Ultimately, it all comes down to doing what’s right for your customers. They have lots on their minds and lots to do every day. it’s not that they don’t care about you; it’s just that they’ve got too many other things to deal with. The brands and businesses who’ll win in this new, evolving marketplace will be the ones that make it easy for their guests to get stuff done and get on with their lives.

When you get a moment, you can read the whole post over on Biznology.

And in the meantime, if you’re interested in learning more about the future of e-commerce and marketing via the social, local, mobile web, register to receive a special report I’ve produced in conjunction with hotel marketing firm Vizergy, “Digital Hotel Marketing in a Multiscreen World.” While it’s targeted specifically at hotel and resort marketers, the lessons apply to just about any business. You can get your free copy of the report here.

You may also want to review the lessons in my recent presentation Elements of E-commerce: How Digital Storytelling Drives Revenue and Results:

And, finally, you might want to check out some of our past coverage of the social, local, mobile web and what it means for your business, including:

• What Your Customers Expect from Mobile and E-commerce in 2014.
• The Minimalist Guide to E-commerce Strategy
• The Secrets Behind “It’s All E-commerce” for 2014
• Why Friction-Free E-commerce Matters – Thinks Out Loud Episode 62
• The Zen of Digital Marketing Strategy
• 7 Steps to E-Commerce Heaven
• Today and Tomorrow: Mobile and The Changing Customer Journey
• Mobile Makes E-commerce Even More “Frictionless”
• Your 2014 Internet Marketing New Year’s Resolutions – Thinks Out Loud Episode 56