How smaller brands can maximise mobile strategy

How smaller brands can maximise mobile strategy Tim joined Criteo in September 2010 to build Criteo's Global Mid Market Sales & Business Development department. This department now consists of more than 450 people based in London, Moscow, Barcelona, Boston, San Paulo, Seoul, Singapore, Sydney and Tokyo. In this role he has been responsible for running Criteo's global direct publisher network, as well as the Global Mid Market Sales team - which represents over 50% of Criteo's total clients.


We all know mobile is not only an established, but crucial, channel for business transactions today. In fact, Criteo data has found that mobile devices were used for almost half (49%) of all online transactions in the first quarter of 2016.

The opportunity that being mobile-optimised brings is something that larger brands have been quick to pick up on. Criteo research shows that the most successful brands have seen double the growth in mobile share of transactions when compared to their average competitor. For these businesses, mobile is already nearing parity with desktop transactions.

Whilst big players have started to reap the rewards of a mobile strategy, only one-in-ten small to mid-sized brands have optimised their websites to work on mobile devices.

The business implications here are huge. Not being mobile ready may have cost these organisations an estimated £77bn in profits. So, how can smaller brands maximise mobile to help the bottom line?

Keep it simple, keep it personal  

Customer journeys on mobile need to be as obstacle free as possible. It’s important to limit any potential barriers to purchase, including excessive click-through stages, a lack of payment options and minimising page-loading periods.

Advertisers can now link real-time customer shopping behaviour across devices to improve context

This is crucial; a combination of complicated check-outs and forced account creation can turn 35% of consumers off a purchase.

It is also worth considering keeping the customer engaged by retargeting them – tapping into what they have shown a tacit interest in, and then spiking the journey with advertising hooks to generate additional purchases.

This shows customers that you know and understand them, leading to improved conversion rates.

People, not devices

A people-centric approach is the key to unlocking mobile demand. By putting themselves in a customer’s shoes, brands have soon realised that in order to attract consumers, they need to make buying an attractive process.

This means using customer data as well as device data, to ensure that you are connecting with people and not just their devices.

Advertisers can now link real-time customer shopping behaviour across devices to improve context, relevance and chance of conversion. This is particularly important, as cross-device transactions accounted for 39% of all transactions in the first quarter of this year.

‘App’solutely crucial 

Apps have been a huge growth area for mobile sales, and for some businesses, dedicated shopping apps have dwarfed the mobile web at all points on the path to purchase.

Accounting for 54% of all mobile transactions in Q4 2015, and registering 20% higher conversion rates than desktop, apps can also command higher order values than other channels.

They are popular with consumers because they remove barriers to purchase through their simplicity. In fact, per transaction, app buyers spend more in apps than online via mobiles, or on desktops.

Apps are a great opportunity for mid-sized businesses to take on their larger competitors. Being flexible and developing an app that is, engaging and usable, smaller brands leap frog industry dinosaurs that aren’t yet awake to the potential of the channel.

Maximising impact

Ultimately, a business of any size will improve margins by responding to consumer habits and preferences. 

In a mobile driven world, where consumers conduct more and more of their lives on their smartphones, understanding mobile and apps is vital for boosting bottom lines.

By taking a few simple steps to become mobile optimised, simplify customer journeys, and personalise mobile engagement with consumers, brands can increase sales and generate loyalty through a better customer experience. 

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