The ways that customers consume information about your brand’s products are changing, and if you aren’t factoring the mobile device explosion into your international marketing strategy, the odds of your brand keeping up with the competition are very low.
As is the case with your overall marketing strategy, there isn’t a one-size-fits-all mobile device strategy that will work across all the markets you do business in. Mobile device usage varies from region to region. For example, consumers in Japan are 3x more likely to view products on a smartphone and more than twice as likely to complete a purchase with the same device as consumers in the US.
There is also a distinct difference in buyer behavior between desktop and mobile devices. In the US, consumers are viewing the same number of products on average, but are less likely to put an item in a shopping cart and about half as likely to make a purchase when using a mobile device than a desktop computer.
So what does this information mean for ambitious brands that want to succeed on an international level? Not only do they need to take into account language and cultural sensitivities when entering a new market, but things like buyer behavior, preferred payment method, and preferred devices need to be considered for each location.
In 2010, purchases made on mobile devices accounted for just under $53 billion worldwide, and that number is expected to reach $721 billion by 2017. Mobile devices aren’t going away, so businesses that don’t optimize their mobile experience to engage consumers are doing so at their own peril.
The mobile experience has come a long way in recent years. Consumers expect to navigate seamlessly between their desktop computers, smartphones and tablets. If your brand’s mobile experience is slow to load, or the content isn’t optimized for smaller screens, your customers are more likely to bounce.
To increase conversions on mobile devices, brands should focus on delivering personalized experiences. To do this, you will need to gather user information collected across all of your marketing channels, and then leverage that information to create messages targeted specifically for each user. Creating that one-to-one connection with the customer through mobile devices will drive engagement with the customer, build brand loyalty, and ultimately the growth you’re looking for.
Part of that personalization should include localization of the content based on the market you’re targeting. The messages you send to customers in the US should be different to the messages you send in the UK, which should be different than the messages you send in Japan. Organizations that understand this are delivering personalized native brand experiences in every market they do business, thus shifting the focus from the brand to the consumer, and helping the brand win mindshare with its customers.