Question

Mobile Marketing and eCommerce There is a lot “buzz” about how smartphones and tablets have become increasingly important for e-Commerce (aka – m-commerce, mobile commerce). a. Research this trend and, using the latest information, describe what is happening, and why. b. As an eMarketer, what do you have to consider when designing websites, marketing programs and promotions to take advantage of the mobile trend?

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Answer 1

The 21st century has witnessed a revolution in digital marketing with the evolution of smartphones and all other internet-enabled devices. With the use smartphones and tablets, people are connected to internet 24X7. Smartphones have opened a new path of digital marketing for business entities. The increase of e-commerce stores and the exponential increase of competitive market has created a diversion to open markets in mobile or m-commerce. Every large retailer in the world like Alibaba, Amazon etc. have developed a bunch of applications for each and every device to reach their customers.

Trends in m-commerce
According to a survey in the recent years around 2 billion people had made some mobile transactions for a business by the end of 2017. Mobile commerce is a part of e-commerce which is coming from mobile devices. Alone in the US, the mobile commerce will reach around 27% of the total e-commerce market by the end of 2018. People tend to spend nearly 5 fold more time than last decade in mobile devices due to increase in social media and thousands of interesting apps. According to recent surveys the sells from mobile devices simply doubled in the US from 8% to 16% whereas the sells coming from computer devices has been decreased from 78% to 63%. This created an amazing opportunity for startups to invest more and more in mobile marketing. A customer cannot be always sitting before a computer all the day rather he/she will spend most of the time in a mobile device. This is the reason customers prefer to buy any product or service from a mobile app rather sitting in an internet cafe or at home. Mobile devices give them the flexibility to switch between different websites and compare prices easily and also data plans are getting cheaper and cheaper day by day. This encourages the use of m-commerce.

b) As an eMarketer one most important point that needs to be considered is the marketing mix and the target market. As an e-commerce market allows each and every business entity to compete in the market it is utmost important to decide upon your promotion and product strategy. Price is also an important criterion in e-commerce business as it eliminates a lot of echelons of distributors, retailers etc. The websites and the application for an e-commerce business plays an important role in marketing. The website should be unique and interactive. You can use artificial intelligence techniques to record the consumer behavior in mobile applications and websites and promote the specific products to specific customers according to their interest and choice strategy. The promotion and branding strategy should attract customers which should include a social cause. For example, if you are a fashion brand you should consider recycling of old clothes by providing exchange schemes to the customers so that you can address a social cause and at the same time promoting your products. social media marketing is one of the best strategies for any business to reach out customers and spread out the customer base. As an e-marketer, you should consider these options to promote your brand

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