According to an Email Marketing Compass report by Yesmail, one-click mobile buying is finally becoming a reality among consumers. In the third quarter of 2015, iPhone revenue increased by 13.1 percent, which is a year-over-year gain of 46 percent, with total mobile revenue up 9.9 percent than it was last year. What is driving this spike of consumer purchase? The takeover of smartphones and the popularity of mobile purchases.
Smartphones have becoming larger and larger ever since Apple’s first introduction of its iPhone in 2007. Larger screens allow users to do more on their smartphones – and allows for opportunities of mobile purchases. Consumers, especially college students, are looking for experiences that are quick, easy and painless as possible. That is why one-click buying is so popular among consumers. Take Amazon for instance. The company was one of the first to incorporate one-click purchases on their website, facilitating mobile purchases. Now, they have taken the idea to the next level with the Amazon Button by collaborating with select brands to allow consumers to buy a physical button they can press that immediately orders household necessities such as Tide pods or Kraft mac and cheese.
Consumers already have the tools needed to use mobile purchasing – so it is up to marketers to make this option appealing to them. To capture the attention of college-aged consumers and have your brand up on their smartphones, here are some several tips to take advantage of.
- Emphasize on seamless mobile experiences. The foundation of building a mobile experience is making sure your website is easy to use on mobile devices. Make sure to integrate creative design that prompts a response from viewers. Think of different ways to make it easier for consumers to find what content they want to see and think of ways to make completing transactions faster and easier.
- Tap into the potential of one click purchasing. They are easy and quick to use, and consumers are already a fan of it. Brands that do not offer this should research into different cost-effective ways to minimize the steps of the transaction process. Consumers also use mobile apps to facilitate purchases.
- Integrate your mobile marketing plan with other facets of marketing campaigns. Connect your mobile marketing plan with other aspects of marketing – email, print, digital, online and out of home.
