Consumers are becoming more dependent on using their smartphones as shopping tools, giving brands and retailers an unprecedented opportunity in terms of ramping up their mobile search efforts to drive more sales.
Google claims that 79 percent of smartphone users in the United States have used their device to help with the shopping experience. A whopping 74 percent of shoppers that have used their devices as a shopping tool have made a purchase.
â€œThis means that having a mobile strategy is key when engaging with these tech savvy, connected consumers,â€ said Anna Khesed, a member of the mobile ads marketing team at Google, Mountain View, CA. â€œAnd this is especially true for advertisers focused on driving online and in-store conversions.â€
To help develop a mobile commerce strategy, Google has come up with the following best practices for driving smartphone users to purchase.
1. Extend online brand reputation to mobile with seller ratings
2. Take customers directly to the desired conversion path with mobile ad site links
3. Drive customers in-store with offer ads
4. Click-to-call ads for easier contact