If you’re anything like me, you wince at the mobile screen time notifications you receive each week. I stare at my phone when I’m waiting for a kettle to boil, when I’m ‘watching’ TV, and of course, when I’m sitting on the toilet (come on, we all do it).
So it’s no wonder that across the vast majority of industries, mobile traffic makes up a higher percentage of overall traffic to websites.
If you aren’t already looking at ways to reach your target audience via mobile devices, now’s the time to do so.
Why should brands target mobile shoppers?
There are undoubtedly, some purchases that I won’t make on a mobile device. For me, it’s higher ticket purchases, such as holidays and furniture. Plus, I have Chrome extensions installed on my laptop that automatically apply discount codes for a huge number of retailer sites I visit, so if I know I want a specific product, browsing on a laptop or desktop device makes more sense so I can get the best price.
And it’s not just me. The Wall Street Journal reports that Millennials, Gen X, and Boomers prefer to use a laptop for bigger purchases.
However, my mobile device is where I spend the bulk of my hard-earned cash, and typically, not even on things I really need, or at least, thought I didn’t need until it’s in my eyeballs, being held on a device centimetres from my face. And guess what? There are hundreds of thousands of people just like me who do the same.
As well as having a mobile-optimised site (which you most certainly should have, it’s 2024), there are loads of other tactics you can use to reach mobile shoppers.
Let’s look at a few of them.
Mobile ads across search and social platforms
For e-commerce sites, Shopping Ads on Google, and social ads on Facebook, Instagram, and TikTok are a must.
Google Shopping Ads are usually a far cheaper option than keyword-driven search ads, and as long as you look after your inventory and have a well-optimised Merchant Centre feed, there’s a good chance your ads will be shown alongside big brands in the results.
Social media platforms hold a huge amount of data on their users. Brands that tap into this data can take advantage of impulse buyers (like me) by showing ads that are tailored to a very specific audience.
A few weeks ago, I had a bad reaction to gel polish. I’d been searching for other people who had the same problem across search and social media, so this Facebook ad is right on the money.
When it comes to where I buy the most random products from, hands down, it’s TikTok. I’m an absolute sucker for it. I have wasted so much money.
Recent purchases that I absolutely didn’t need until I saw it on TikTok include:
- Magnetic eyelashes that I can’t get to clip onto my stumpy natural lashes and I just shut my eyelid in the clamps repeatedly (I was so disappointed these didn’t work – could be user error)
- A gel brow product that does not magically create realistic-looking hairs (why did I think it would?)
- Some socks with built-in gel heel pads to prevent my Dr Martens from causing permanent scarring (admittedly, I do very much not regret this purchase)
If you have low-cost items to sell, especially copycats of viral products, TikTok is the place to be.
While I use ad blockers on my laptop, I’ve not found one that works as well on mobile, especially when using native apps. So if you want me to find out about your lesser-known brand, blasting me with mobile ads is the way to go.
This leads us to the next point nicely.
Mobile apps
Developing a mobile app might be costly, but if you want to increase loyalty and get access to as much information about your users as possible (especially as cookies become a less and less reliable method of collecting data), it’s not a bad investment depending on your business model.
Marketplace brands like Temu and Shein, and businesses like Uber and Just Eat all encourage users to download their apps ‘for the best user experience’. Depending on what notifications you allow in the app, they can send you SMS, push notifications, and in-app special offers to entice you to spend more.
Location, location, location
If you have a bricks-and-mortar business, location-based targeting via mobile can be incredibly effective.
If I’m searching for ‘Italian restaurant near me’ when I’m out and about, I’m probably heading straight to Google Maps. Advertising on Google Ads search partners so that your restaurant is boosted to the top of map listings is a no-brainer.
Again, if you are a business that can afford to invest in a mobile app, you can offer discounts and other incentives when a user is within proximity to your store to lure them in.
Is there any point in focusing on mobile if I’m only selling big-ticket items?
You might not want to invest as much in bottom-of-funnel marketing activities targeting mobile devices, but you should be present in the top-and-mid-funnel to ensure your brand is front of mind once the mindset shifts from the consideration phase to the purchasing phase.
Pinterest Ads can work well for big-ticket items, as they target users in the research stage of their journey. I’ve been known to obsessively build boards when working on a home renovation project and as a result, have ended up spending more on the ‘perfect’ item simply because I’ve not found a cheaper alternative I liked as much.
While users may not convert on a mobile device, they are far more likely to be browsing on the commute home, while sitting in a cafe during their lunch break, or when hatching one out on the toilet. Don’t miss out on getting your brand in front of those people.
