Global mCommerce Gives Advertisers Something to be Thankful for This Holiday Season

mCommerce: How to Capitalize on Burgeoning Growth, Identify Key Trends & Give Shoppers What They Really Want

Nov 25, 2015, 13:02 ET from glispa

SAN FRANCISCO and BERLIN, Nov. 25, 2015 /PRNewswire/ -- It's that time of the year again and we want to reflect on one of our most prominent growth categories: mobile commerce. Consumers will be glued to their mobile devices this holiday season — and where there are consumers, there is immense potential for commerce.

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By the end of 2015, mobile share of eCommerce will reach 33% in the U.S. and rise to 40% globally. Better still, US consumers will buy $28.41 billion in products and services via their smartphones — an astounding 37.8% increase from the previous year.

For the first time ever, 51% of online shopping visits in the U.S. will be on mobile devices.

According to Forrester, "81% of US adult smartphone users access the Internet on their phones at least once per day. If marketers want to capitalize on this mobile shift, they need to invest more in their mobile advertising strategies — and bolster their mobile ad tech capabilities."

Buying, Browsing And Making Mobile Bright
Consumers currently view the same number of products on mobile as they do on desktop sites, but conversion rates are lower on mobile in the U.S. This is due to weaknesses associated with converting browser activity into completed purchases.

Conversion rates may also be hurt by missed opportunities in remarketing and retargeting.

At glispa, we have had the great privilege to drive growth for mCommerce, and learn alongside our many global clients, including industry showstoppers like Gilt, Bouxtie, Hotel Tonight, Lazada, Zalora, Foodpanda, Myntra, OLX, Dafiti and many others.

Oh What Fun It Is To Buy (Without Leaving The Couch)
Consumers are using their mobile devices to buy everything imaginable. Data from glispa and revealed that in areas where mobile dominates, such as the U.S. and U.K., consumers are buying goods for their pets, leisure and hobby items (including gardening and do-it-yourself kits), as well as clothing, shoes and home decor. In contrast, in mobile-only nations like India and Indonesia, consumers are buying groceries, household goods and items for baby care.

Retailers, Brands & App Developers: Get Ready To Jingle All The Way…To The Bank
By 2019, more than 40% of mCommerce sales will originate on smartphones. Is your business ready to capitalize on this significant market opportunity?

The Adobe Digital Index shows that mobile shopping will replace desktop shopping during this year's Black Friday and Cyber Monday sales.

Cyber Monday is expected to set a new record with $3 billion in sales, representing a 12% increase year-over-year.

12 Days Of Christmas — But Only 5 Key Strategies
glispa founder and CEO Gary Lin believes there are 5 key strategies that retailer and brand mobile commerce marketers should employ to take advantage of this high growth opportunity. He recently shared those strategies at this year's NOAH Conference.

1. GLOBAL - Go Global To Grow Fast
Mobile accounts for one third of eCommerce transactions in the United States. That number is higher globally and continues to increase.

Emerging markets are driving this trend. Internet Retailer reported that China's top retailers will grow 250% this year, compared to just 36% in the U.S.

At glispa, we see that average marketing spend with BRIC (Brazil, Russia, India and China) and SEA (Southeast Asia) mCommerce advertisers is three times greater than those in the U.S. and Europe.

China offers the greatest growth potential of all. There are 14 China-based retailers in the Mobile 500, and they are expected to grow their sales by an estimated 249.3% to $39.4 billion in 2015.

China-based retailers account for a whopping 45% share of total Mobile 500 growth.

2. ATTRIBUTION - Measure Across Channels And Devices
All marketers, especially in mCommerce (where the consumer decision journey tends to be longer), must consider multiple touch points, channels and devices to accurately attribute ROI.

Cross-device purchasing represents 50% of eCommerce transactions worldwide. But where are these clicks coming from? And how do advertisers figure out what's working?

In the end, the "last click wins" measurement is not only outdated, but also fundamentally flawed. We're working closely with our mobile analytics partners, clients and publishers to better align this process.

The challenge we all face is to determine how viewing a banner vs. video vs. interstitial influences the purchase decision. This data may finally give brands and retailers the insights they need to measure mobile investments by more than just sales, but by better understanding engagement.

We're investing in solutions to help understand customer behavior across devices and channels so that we can deliver what our users want.

3. REMARKETING - Invest In Smarter Retargeting
Shopping/retail is one of the categories with the lowest app engagement. Mobile web still dominates this area in terms of traffic and transactions.

Current mobile retargeting is quite unsophisticated. Marketers must incorporate better segmentation, deep-linking and dynamic product-level creative.

glispa helped one client surpass a 7% purchase rate and achieve an ARPU over $200 using smarter remarketing and retargeting methods.

4. NATIVE - Create More Useful And Engaging Ads
We believe it is possible to offer greater performance, a better yield and a superior user experience to advertisers and publishers, while also offering actual value and utility to users.

With our own native ad solution, we see (on average) 60% higher engagement rates compared to more intrusive ad units.

The best ads blur the lines between advertising, content and discovery. The Holy Grail for mCommerce advertisers is a fusion of relevant product recommendations in native environments coupled with one-click buying right within the ad unit.

5. DATA - Understand What Your Audience Wants
All of the above points can only be fully leveraged when you understand your audience. Then you can make accurate predictions on customer behavior and proactively tailor messages/creatives to users. And advertisers should not be afraid of sharing this data with marketing partners who can derive meaningful profiles and then target audiences at scale.

glispa is sitting on a goldmine of data; not just ad interactions, but also very granular post-install events of millions of users (with no additional integration from advertisers). This includes insights like wish lists, shopping cart and checkout data, as well as lifetime value metrics.

We're passionate about addressing both the data needs of the marketer and the relevancy needs of the mobile user. You can expect a number of exciting announcements from glispa related to deeply understanding audiences in the months to come. We can't wait to share more!

About the Author:
Nicole DeMeo is Chief Marketing Officer of glispa, is both a mobile marketer and mCommerce shopper and loves the quest of turning marketing data into relevant customer experiences.


SOURCE glispa