When we talk about marketing on the Web, the inevitable question that appears is the relationship between advertisements on mobile devices and desktop computers. Which of these two channels gives better results and leads to more conversions?
Today’s traders have to separate facts from fiction in an effort to reach out to new customers through new channels. Discussion of whether mobile devices are dominant in browsing over desktop computers is one of the most relevant to us today. On the other hand, there is a question of the quality of traffic that is being made on both these channels or to consider where more conversions are made. This does not only affect consumers and the way they consume content, buy or communicate in society, but also affect how valuable marketing resources are consumed.
We do not have to be too intuitive, to conclude that surfing on mobile devices has taken the primacy. Wherever we go, we witness a lot of people who are constantly looking into their smartphone. Metro, restaurants, concerts. We do not intend to deal in this text with a sociological analysis of the impact of mobile phones, but this is definitely a parameter that we should not lose sight of.
Strength and growth come only through continuous effort and struggle
The fact of the huge growth of mobile Internet traffic is a certain fact. See the following information:
- The market share of mobile devices worldwide is 52.1% compared to the market share of desktop computers of 44.2%
- 40% of people are searching only on a smartphone
- More than half of all video streaming comes from a mobile device
- Mobile Internet has grown by 504% in daily use since 2011
- In July 2009, only 65,000 applications were available on the App Store. In 2019, there are 3.262 billion
- CPCs (Cost Per Click) on the phone cost 24% less than on a desktop computer and have a 40% higher CTR (Click Through Rate)
With a huge increase in the use of mobile devices, one could think that mobile advertising slowly “kills” desktop advertising. Without any deeper analysis, it could be said that mobile search takes the absolute primacy and pushes desktop search to another plan. Therefore, the emphasis of our advertising strategies should be focused exclusively on mobile devices.
Users can review the latest product offers that they searched on the Internet. In addition, the e-shop strives to offer its customers numerous personalization and service options, such as wish lists, gift cards, detailed product descriptions, and more.
Still, let’s look at some very important data. The undeniable fact is that the use of mobile devices is growing rapidly. But keep in mind that there is also an increase in desktop usage. Given the steady growth in the market that is moving to the Internet, a portion of the cake that belongs to desktop search increases proportionally.
What happens on the Web does not always stay on the Web
Consumers are undoubtedly tied to their mobile devices and continue to find new ways to use them, which means the mobile phone market will continue to expand. The fact is that the time consumed on these devices is more often associated with non-commercial activities such as correspondence, social networks or conversation.
One of the biggest potential opportunities for traders is discovering how and when consumers use their mobile or desktop devices. By understanding the use, it becomes easier to influence the decision-making of consumers.
Nevertheless, most of the sales are still carried out at physical locations, in stores. Although users use computers or mobile devices to compare prices or access coupon discounts, they will eventually spend their money in a physical location.
We all know that the direction of consumer decisions is not straightforward. It rather can be characterized as randomly zigzagging between online and offline experiences. As technology evolves, consumers expect brands to have an increasingly interconnected experience, to make the final decision and spend their money.
Here are some suggestions on how to integrate these two experiences for your clients. Link your offline promotions with the call to action online. An online call to action can be simple, such as promoting sales by encouraging customers to visit your store. Similarly, offline marketing can be used as a way to promote online events and promotions.
Use the information you’ve collected online to improve the offline experience of your customers. Analyzing user behavior on your site and social network profiles can give you valuable insights. Through online marketing, you can get information on which is the best way to organize your store or which products to highlight.
Enable online shopping with the ability to pick a product in the store. One of the main reasons why this is a good option is saving on shipping costs, but also an easier return of goods. But also make an easy revenue to stores. This will surely provide you with trusted customers. Make sure that your product images are of high quality and that they really illustrate the product.
It is necessary, therefore, to pay attention to both sides of Internet marketing, and all of this in an appropriate context and always have in mind that the physical location is still the primary place of conversion. It is crucial to use each of these aspects in certain contact points of your client’s experience.