According to Statcounter, a research company that tracks internet use across 2.5 million websites, 51,3% of pages were loaded on mobile devices in October 2016, the first time they have exceeded desktop and laptop computers! Today more than 52,7% of total web traffic comes from mobile. It’s now crucial for brands to be present on mobile devices and engage their customers on the right touchpoints. Here’s an article for you to understand which touchpoints your brand should be using to engage your target audience on mobile:
Chat, Call, Video: messaging on your website or mobile app
It’s crucial for you to offer contacts in real-time on both desktop and mobile through chat, call and video.
Because mobile users don’t behave like classical online shoppers, brands’ engagement strategy shouldn’t be the same on mobile and desktop.
There’s usually less media consumption on mobile than on websites, visitors are usually more engaged on these devices. Thus, your targeting strategy should be more open on mobile in order to engage visitors as soon as they land on your website on mobile.
The messaging apps (Messenger, WhatsApp, etc.)
Initially used for the interactions you have with your friends and family, messaging apps are now integrated with online customer service strategies. It’s a major advantage for brands. With these apps, customers send messages like they send text messages. Thus, it’s very easy for them to directly communicate with brands.
In the UK, WhatsApp and Messenger are the most popular apps.
In April 2016, more than 1 billion messages were exchanged each month between brands and individuals via Messenger.
Among the greatest advantages of text messages is their adoption: in the age of mobile, UK users spent an average 2 hours and 40 minutes on their smartphones in 2016 according to eMarketer. Text messages are available on all devices, even the most basic ones. They combine the advantages of asynchronous channels and instantaneity.
For businesses, the phone number can be proposed just like any other asynchronous touch point.
Widely used like a promotion and marketing tool, text messages turn out to be a customer service used across all generations.
Social media: Twitter, Facebook, Instagram…
For businesses, Facebook is the social network for brand promotion. They use it mainly for corporate communication and self-promotion.
Brands mainly use Twitter for acquisition. Their primary goal is to acquire the maximum number of followers. Brands want to improve their visibility and reputation through their followers.
Instagram enables brands to showcase attractive visual content to promote their identity. This network can also generate traffic for websites or other social networks.