AMAZON NOW : A CASE STUDY IN MOBILE MARKETING

Understanding Mobile Marketing

What is it and how you can use it to increase your market share?  All of the data shows that mobile media outperforms conventional desktop browsing by almost every measure.  The one area of performance mobile is lagging behind in is online buying.  Buyers are spending over half of their total internet usage on their mobile devices using it find there way around town, checking their bank accounts, checking facebook, playing games, listening to music and researching products.

MOBILE SEARCH BEHAVIOUR

SEARCH REQUESTS BY PLATFORM

Mobile Search Requests 55%
Desktop Search Requests 45%

START ON SEARCH ENGINE

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48% of all mobile users start using the internet from a search engine

START FROM A BRANDED WEBSITE

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33% of all mobile usage starts from a branded website. Like Facebook, Steam dating websites

START ON BRANDED APPS

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26% of all mobile traffic comes from branded apps like your bank app or the new Amazon Now app.

If we look at the data we will see that mobile users are accessing the internet from 3 basic starting points.  All mobile marketing strategy must start from these points.

  • Through the browser using search engines, which consist of primarily Google Maps, Google Search and YouTube.
  • Branded web sites like facebook and dating sites.
  • Branded apps like Amazon Now and Wells Fargo Banking App.

Each entry point has it’s own set of characteristics. When a user activates a branded app like Amazon Now they cannot navigate away from Amazon. That is why Amazon is interested in increasing the usage of the branded apps.  With Amazon Now they have a captive audience and grabbed a larger share of the mobile market.

SEARCH REQUESTS BY CATEGORY 

START FROM SEARCH ENGINE

MAP DIRECTIONS 

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42% of all mobile users are using GPS Navagation

HOME & GARDEN

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41% of all mobile usage search for home and garden information

APPAREL & BEAUTY

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38% of all mobile traffic is searching for Beauty and apparel items

When users access the internet through a search engine they spend 1/2 of their total time using GPS Map Directions (Google Maps).  The other half of the time is spent browsing the internet for home improvement and clothing.

START FROM A BRANDED WEBSITE

ONLINE BANKING

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31% of all branded website traffic are banking online

APPAREL & BEAUTY

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31% of all mobile traffic starting from branded website are searching for beauty and apparel items.

MAP DIRECTIONS 

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27% of all mobile traffic from branded websites wind up at Google Maps for driving directions.

Branded websites command the high ground on the internet. Companies like Ford, Sony and Apple are branded websites. The downfall of branded websites is that users can navigate away resulting in no sale.

START ON BRANDED APPS

ONLINE BANKING

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36% of all branded app mobile traffic is to banking apps

ELCTRONICS

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22% of all traffic to branded mobile apps are shopping for electornics

APPAREL & BEAUTY

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21% of all branded mobile apps are shopping for clothing and beauty aids

Half all time spent on the internet via a mobile device is spent while the user is driving their car.  That is not a total loss because 1/2 of all users is using Google Maps may be driving to your shop.

2/3 of the internet traffic on mobile devices use a standard browser allowing users to roam the internet at will.  This may be good because they may be navigating to your website.  However the con is they may be navigating away from your website.

How does one fix that problem?  By following in the footsteps of Amazon and developing an app that will lock users into your website.  Apps make buying a much easier and faster process because the user info is already loaded into the app.  One click buying will foster impulse buying and making it mobile is like adding fuel to the fire.

2016-10-19T10:51:15+00:00