It’s predicted that tablets will outsell PCs (desktops and laptops) in 2015 for the first time, which sheds light on the importance of mobile marketing. Marketers now have to evaluate how the mobile move will change user and buyer habits.
Recent research from comScore shows that mobile technology is becoming the leading platform for shopping; “Last summer 55% of all time spent online retail occurred on a mobile device. Phone accounts for 44$ of retail Internet minutes, with tablets taking 11%.” This proliferation of smartphones and tablets has revolutionized the relationship between consumers and retailers.
Keeping this in mind, retailers should ensure that their brand’s email marketing strategy reflects this. However, as long as some people continue to favor using a PC, it’s important to keep a close eye on website visits, the type of email clients that are being used to open messages and where customers finally purchase and how these trends change. In this multichannel, multi-device age, it’s key to know your audience.
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