Ecommerce, Mcommerce, Fcommerce … and introducing the latest letter to be bestowed with online marketing status … Tcommerce! Yep – rumours are circulating that within days Twitter looks likely to be raising the user experience game by introducing ‘enhanced brand pages’, which will enable site owners to build platforms and add interactivity to their Twitter account pages.
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The festive season is here once more and the annual round up of facts, stats and analytics from around the web are flying thick and fast, covering the online landscape in a wondrous blanket of gleaming awesomeness! All those trillions of daily tweets and billions of Facebook users bigger than entire populations of European countries combined, etc.
Suffice to say, and despite dire predictions of imminent economic collapse from the offline realworld, the future outlook for sassy mobile and tablet superspace, replete with social buzz and shopping on the fly, never looked more promising for eCommerce …
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Mobile and tablet! Is your website optimised for the Technology Twins? Just like the other Dynamic Duo of today’s online X-men, search and social, the superheroes of the multichannel will be sites who are at one with the motivations and behaviours of the user in 2012 – “to boldly go …”. Yep, that’s right, it’s all about sorting your website out!
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It seems that UK consumers come out on top for purchasing online and using their mobiles for internet access, according to a new Ofcom market report. More end of year figures from a Gartner study show that use of tablets has spiralled to around 63 million units in the last twelve months.
Add to this the 46 per cent of mobile owners who use their devices to access the web and the near 90 per cent who visit retail sites – the question has to be asked … why are so many websites still not optimised for access by ‘on the move’ technology …?
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You would suppose that in today’s search and social multichannel world, when customers and search engines place the emphasis on websites providing great customer experience to raise site credibility and authority, that businesses would ensure their sites are regularly attended to and error–free?
Nope! Nearly 90 per cent of UK site owners admit to website accessibility errors and poor visitor usability … …
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“Optimise your website for mobile – now!” is the big message constantly aimed at you, the hapless site owner trying to get a handle on what needs to be done to keep your presence ranking on a fast changing web. Dipping your toes into social media, blogging and tweeting was a bit of a leap of faith and now being told you have to lay out more money to enable user access to content via mobile and tablet … calm down dear, it’s only multichannel marketing!
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Website experience is now multichannel! That means visitors expect to access site pages via smartphone and tablet as well as a browser – and receive the same quality of seamless, customer-centric experience. The fragmentation of visitor segments according to platform, channel, location and present need presents site owners with the challenge of maintaining optimal brand visibility. Reshaping a website design for total “access all platforms” rather than simply by products or services now needs to be top of the ”to do” list!
The evolution of mobile to smartphone and netbook to tablet has transformed user behaviours. Consumer appetite for site content and social media ‘on the move’ or on the TV sofa has exploded and now highly differentiated by demographic segments. Consumption is being shaped by context, i.e. the platform technology and corresponding location.
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Seek and ye shall find! Search and discovery online has opened up pathways to websites from a wide variety of visitor traffic groups. Each identifiable type conducts search for reasons site owners need to recognise and be responsive to as a different kind of segmented niche audience who have entered company targeted SEO keywords.
Optimising your site to draw the desired audience who will convert to the purpose of the site needs to be now understood in the context of an evolving landscape of multi channel search and social discovery. Not everyone is purchasing immediately, some are simply seeking quick answers to questions, while others looking for ideas, want to find out more or conducting research.
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The way to create a socially savvy website is not difficult to understand! The problem for some site owners is to comprehend search and social as the way genuine marketing has always behaved when reaching out to potential customers in the offline world. Friendly, responsive and helpful from enquiry, along the sales funnel journey to final transaction. The ROI on social is measured in reputation advocacy.
Trusted, credible presence, rich customer experience and website accessibility on vital channel and platform touchpoints are the coordinates by which consumers set their shopping compass! In the age of the multichannel and always-on technology platforms, access, engagement and exchange are the online social lube that smoothes the way to eCommerce relationships.
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Slowcoach businesses may be missing out on Quick Response customers! According to digital business analysts, comScore, over 50 per cent of those who scanned QR codes were high income segments between the ages of 18-34 interacting with physical print, such as magazines, newspapers, or product packaging.
Offline jumping to online and back again is where much multichannel and platform action is taking place, so are site owners queuing up for QR?
A few are but the majority not, is a fair answer! Adoption of QR codes by eCommerce in physical locations, such as shop windows or high street advertising has been scarce. Whereas, according to comScore, it seems that savvy brands are finding more effective integration in traditional print applications, thus providing interactivity and data capture to formerly static advertising mediums.
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As multi channel search and social becomes the online/offline journey today’s consumer expects to take, one can only marvel at some site owners still asking ten year old questions about whether to do organic and paid search! As the UK gears up for NFC mobile data scan and pay, and tablet surfing on the move becomes the norm, many businesses are just getting hopelessly left behind.
With latest predictions of global smartphone sales reaching one billion every year by 2016 as low cost mobiles mushroom and retail prices fall, online search really is now at everyone’s fingertips whenever, wherever …
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The latest UK stats are in – it’s official – the UK is going shopping by mobile! Retail search on the move has increased fourfold in the last quarter. Yet with some 10 million online consumers making a transaction using a mobile device in the UK last year, over 80 per cent encountered problems and a ‘bad’ site experience. Site owners are still not getting the message – or if they are – choosing to ignore it!
According to the recently released figures from the British Retail Consortium (BRC), the volume of retail search increased by nearly a third through the use of mobile, which rose by over 200 per cent, year on year. Targeted online retail search only was up by a fifth, and overseas retail search grew by three quarters in 12 months.
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