Marketing, sales and mobile commerce

Marketing, sales and mobile commerce


In the recent years, the various improvements in information and communication technologies have opened multiple doors for companies in terms of marketing opportunities. One of the last technological advancements influencing the marketing environment of companies is mobile phones being used as a channel of marketing communication. According to Y. Burcak Boydak Oztas, ‘’In the process of the promotion of the goods, services and ideas, this situation has increased the importance of mobile marketing, which can be identified as establishing the marketing communication with the target clients through mobile phones and sending promotion-oriented message’’ (Oztas, 2015).


This article will give an overview on what successful strategies to implement in order to boost your e- and m-commerce sales. As such, it is divided into two section, in order to offer a variety of options for the actions to be taken: 1. M-commerce marketing strategies to boost sales & 2. Mobile marketing techniques to generate sales.


1. M-commerce marketing strategies to boost your sales


Applied to the e-commerce and m-commerce sector, marketing is the implementation of actions to generate sustainable traffic to its site in order to increase sales and retain consumers. These strategies are essential given the competition on the web. And despite the diversity of existing strategies, none is better than another. Their implementation depends on the sector of activity and sometimes has to be done simultaneously.


A. Content marketing


Content marketing is a paid strategy if you want to increase your conversion rate.

By producing blog articles, videos, infographics, guides for your products, etc., you provide relevant and high value-added information for your visitors. How to convince them to go to your e-/m-commerce site and switch to purchase? If the act of purchase is one of your primary goals, keep in mind that you need to first educate your visitors about your products before they go to checkout.


Take for example an e-commerce site that sells a new pair of sneakers. In the content marketing strategy, the promotion of this product will have to be more subtle than a simple announcement "Discover our superb new pair of sneakers! ". It is more relevant to write a blog post that answers a consumer question, such as "What type of sneakers to choose for running?’’, in order to promote this new product.

If you do this and you work carefully on the SEO of your article, users will fall on it during their research on Google.


B. The automation of marketing emails


Emails are a necessity for your e-commerce site. This is one of the best ways to influence your consumers to buy more.

You can use this strategy against your prospects, your current customers and even your former buyers.



For your emailing strategy to be effective you must first build one or more lists of emails. Most e-/m-commerce sites offer a discount in exchange for the user's email.

By segmenting your contacts and automating shipments you are able to reveal relevant messages at the right time.

Here are some types of automated emails that you can integrate into your marketing strategy:

·         The welcome email: it is automatically sent when a user registers on your site

·        The email in case of abandonment of basket: it reminds the user that he has not confirmed his order and sometimes has a discount coupon

·         The purchase confirmation email: each customer who has just made a purchase expects to receive this type of email confirming that the order has been placed and summarizing the purchased products

·         The email for feedback: when the order has been delivered, it is possible to ask the customer for his opinion on the products received


Email marketing can be used for many purposes: to build customer loyalty, make new products known, offer discounts, support prospects in their purchase process, etc.

No matter how you use this strategy, the idea is to personalize emails so that your subscribers feel privileged.


C. The retargeting


The vast majority of visitors to e-/m-commerce sites do not convert on their first visit. And often they never come back, unless a retargeting strategy is set up.

The objective of this strategy is to trace these users and then offer them targeted advertising on other websites.

You can also retarget your visitors through an emailing campaign. The email sent after a basket abandonment, as we just saw before, is part of a retargeting strategy.

Did you know that onsite retargeting serves to track the actions of a visitor on your site to propose the best suited offer to his needs when he is about to leave?


D. Social media marketing


Social networks are the most profitable channel to promote the products of your e-commerce or m-commerce site.

On the other hand, publishing occasionally is not enough. You have to develop a real marketing campaign on these different platforms. And to make users want to buy your products, you must look after the quality of your images. If there is a social network on which you must be present, it's Instagram. Carousels, stories and filters are all features that showcase your products creatively. There are even tools that allow you to insert links to the product sheet of your articles. Nothing better to increase your conversions!


Finally, you can share your marketing content on Facebook or Twitter and reach a wider audience. To that end, remember that video remains the preferred format for engaging your community. To multiply your sales, build a lasting relationship with your customers and develop a sense of trust. These marketing strategies must be carried out alongside other actions. Do not forget to optimize your payment processes, look after your product sheets or highlight your shipping costs to avoid any unpleasant surprises at the time of payment. For the development of your e-commerce or m-commerce business you can call on a developer specialized in the domain.


(Wang, 2018) (Ginsberhg, n.d.) (Perricone, 2019) (Palmer, n.d.) (Ong, 2019)



2. Mobile marketing techniques to generate more sales on your site


Following the popularization of smartphones in recent years, mobile users have become one of the favourite targets of marketers. However, the increasingly frequent use of smartphones hides a sad record: users spend a lot of time browsing the mobile internet looking for products that interest them, but it is rare that they make purchases from their smartphone. The computer is still the king of the conversion of e-commerce. The good news is that adapting your e-commerce to mobile devices does not require much effort or large financial investments.

What's wrong with the mobile?


The expansion of smartphones on the global market is just a few years old. Many websites, designed even before the smartphone boom, were not designed for mobile devices. They do not work properly or are difficult to use to the point of despairing mobile users. Take for example online payments. Some online payment platforms built into websites have not been mobile-friendly. The user, having tried several times to make his payment will be forced to abandon the basket ... And you will have no guarantee that he will still want to try again to make his purchase from the computer. Some users are unaware that the same site that bug on the mobile can work very well on the computer.


What mobile marketing strategies to use?


1. Make your website mobile friendly


It's the first step in any mobile marketing strategy, yet many companies do not think about it. A mobile-friendly website will appeal more to Google and its positioning in this search engine will improve. Your customers will finally benefit from a good mobile experience and, for your part, you can use some powerful techniques to build loyalty and increase your sales.


2. Inform users of what's new


A person who has already bought a product on your website or in your shop will be more inclined to go there again. That's why the best way to generate more sales is to remind your old customers that you're still here. To do this, there are several solutions available to you: SMS, WhatsApp messages or push notifications sent from your mobile application. You can also create a newsletter for those who wish to stay abreast of all your news. The ideal would be to prepare an email that highlights all the promotions available on your store. They will only have to scroll through the content in less than five seconds to see if a product interests them.

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