Tag Archives: mobile commerce

Written by Charlotte Soto on Oct 1, 2021

Gen Z has arrived — here’s how to get their attention.

Here, you’ll find:

  • How Generation Z feels about ads
  • Why social is so key for this demographic
  • Stats around this generation
  • Best practices for creating Gen Z-focused campaigns

As ultra-tech-savvy digital natives, members of Generation Z are leaving their parents’ homes, graduating college, and entering the workforce.

With over 67 million people born between 1997 and 2012, Gen Z is rapidly becoming the largest U.S. consumer group. Their 40% of the market wields an incredible $143 billion in spending power.

Reaching Gen Z has never been more critical for a brand’s success. Here are some effective social media marketing strategies to help brands connect with a Gen Z audience.

Group shot of best friends, summer in Venice Beach, Los Angeles

Although Gen Z is aware of paid social, they aren’t afraid to be influenced. (Image via Rawpixel)

Understand what Gen Z wants and needs

A McKinsey & Company study found most Gen Zers have an “undefined” identity, meaning they don’t see themselves through the lens of one or two stereotypes. 

Instead, they experiment with different ways of expression and allow their identities to develop over time. This makes unisex messaging and products very appealing to them. 

The same study found that Gen Z is more racially diverse and inclusive than any other generation before them. 

Tap into where Gen Z gets their information

There’s no better place to reach Gen Z than social media. According to a recent study, most feel driven to socialize and stay informed via social media platforms.

They spend an average of three hours every day on their favorite social apps, making them the largest group of mobile commerce (or m-commerce) consumers. Generally, the most popular platforms for Gen Z are Instagram, TikTok, Youtube, and Pinterest. 

Although Gen Z is aware of paid social, they aren’t afraid to be influenced. For example, the super-trendy #tiktokmademebuyit videos have a staggering 5.2 billion views. 

Produce creative, eye-catching visual content

If brands want to stand out on social media feeds, they need to customize content to Gen Z’s tastes. 

Studies have shown they prefer bite-sized, jam-packed multimedia messages and videos over static images. Posting short-form videos stuffed with stylish visuals is a guaranteed way to catch Gen Z’s attention.

Leverage gamification and interactive experiences

Gen Zers are serious gamers. A staggering 94% of this generation play games on various devices. They enjoy engaging with social media content by thinking, swiping, and tapping.

Including gamification elements into posts is an excellent way for brands to provide users with fun escapism while boosting their brand’s image. 

These elements include trivia quizzes, polls, rewards for user engagement, and social media scavenger hunts. Gamifying content is a surefire way to attract new customers and stay connected with existing ones. 

Understand the importance of influencers

A short video posted by a famous Instagram influencer can trigger hundreds of thousands of followers to buy everything from the sweater they wore to the chair they sat on. 

Gen Z considers social media influencers as more reliable than traditional celebrities. Not only are they dependent on these influencers for fashion and lifestyle inspiration, but they also trust their opinions. 

Purchasing a product vouched for by an influencer has never been easier. Personalized Amazon pages and Instagram closet accounts can be stocked with influencer favorites. 

Followers can now easily emulate their style with just a couple of taps. Partnering with influencers is a great way for businesses to reach a targeted section of this demographic.

lavender cake with Gen Z on top

Gen Z trusts word-of-mouth marketing more than previous generations. (Image via Pexels)

Showcase your brand’s beliefs and values

No other generation before Gen Z has shown such strong interest in consumer culture. Generation Zers are twice as likely as different generations to care about equality issues and three times as likely to believe a brand should serve their community and society. 

How eco-conscious and sustainable a company is truly matters to Gen Z and plays a big role in whether or not they will purchase from them. 

Around 50% of Gen Z have reported that helping the environment is important, while 61% are willing to pay more for ethically produced products. Brands shouldn’t be afraid to show off their sustainability efforts and any positive work they’ve done within their communities. 

Want to reach more Gen Z consumers? Let’s build an effective social media marketing campaign today.

Repurpose customer testimonials

Gen Z trusts word-of-mouth marketing more than previous generations. Because WOM is a significant factor in their decision-making, it can be super helpful for brands to promote positive customer testimonials. 

Not only will this build their brand’s rep, but it also provides social proof that strengthens their credibility with Gen Z.

Gen Zers want to feel heard. Always responding to positive and negative feedback is an excellent way for businesses to show their willingness to accept and listen to criticism. 

Develop a strong brand personality

To be unique is to be remembered. Gen Zers appreciate humanized brands they can talk to, joke around with, and build an emotional bond over time. 

Brands should aim to create a 3-D personality that fully aligns with this generation’s beliefs and values. 

Posting funny memes and sending out witty responses is a great way to catch Gen Z’s attention. However, staying on top of trends is crucial, as recycling outdated memes or posting out-of-touch content can seriously turn them off.

Make the shopping experience a breeze

As the first truly digital generation, Gen Z has high expectations for seamless m-commerce transactions. Being redirected out of an app or having to input financial information is disruptive to them. 

Businesses should invest in ways to make moving through the funnel as easy and distraction-free as possible. 

Offering third-party payment options, such as PayPal and pay-it-later services, allow shoppers to side-step entering their financial info, increasing the chance they’ll complete a purchase.

The takeaway

Now that Gen Z makes up a massive portion of the market, it’s never been more critical for businesses to reach them.

Connecting with Gen Z consumers comes down to understanding who they are, what they want, and how to grab their attention on social media. 

It may seem like a daunting task, but they’re far more open to trying new brands on social media than the generations before them. By leveraging the right social media marketing strategies, it’s easy to tap into this generation and its mighty e-commerce spending power.

Charlotte Soto

Charlotte Soto

    Charlotte is a lead digital strategist at HawkSEM. Through SEO, email, content, and managing website redesigns, she has helped drive digital strategy for several brands including Fortune 500 companies. In her free time, she enjoys binge-watching Netflix, spending time with family, and traveling.

    Questions or comments? Join the conversation here!

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    Written by Caroline Cox on May 3, 2021

    As more and more people make purchases on their smartphones, here’s how your brand can get in on the rising m-commerce trend.

    Here, you’ll find:

    • What defines mobile or m-commerce
    • The latest data around this trend
    • Best practices for brands leveraging m-commerce
    • Pro tips to keep you competitive

    The mobile commerce (or m-commerce) trend continues to rise as searching and shopping via smartphone becomes more common. In fact, Forbes predicts mobile commerce will grow a whopping 68% by 2022.

    Let’s dig into what m-commerce is, why it matters, and how to make it work for you.

    What is m-commerce?

    Mobile commerce aka m-commerce is commerce that is conducted via a mobile device, such as a smartphone. In other words, m-commerce can refer to shopping, payment transactions, and other money management practices.

    G2 explains that while e-commerce refers to any buying and selling done over the internet, m-commerce is strictly done on mobile. As smartphones become increasingly sophisticated, it’s no surprise that these devices become evermore entwined in our daily lives. We use them for everything from creating to-do lists and accessing our bank accounts to managing email inboxes and making purchases. 

    girl outside on her phone

    It’s clear that m-commerce is an effective way to meet your audience where they already spend their time. (Image via Rawpixel)

    Why should digital marketers care about m-commerce?

    As our collective reliance on smartphones grows, m-commerce is poised to grow as well. M-commerce should pique digital marketers’ interest in particular because of how this commerce type offers direct access to a brand’s potential target audience. 

    In a survey HawkSEM conducted in 2020 of more than 500 smartphone users, 68% said they’ve purchased something they discovered through a mobile ad on their smartphone.

    What are the benefits of leveraging m-commerce?

    It’s clear that e-commerce is an effective way to meet your audience where they already spend their time. And the nature of m-commerce marketing makes it easy, seamless, and less obtrusive to serving relevant ads to your target audience.

    Business Insider reports that mobile is predicted to “inch closer to becoming consumers’ preferred channel for online shopping within the next five years.” What’s more, social media platforms in particular continue to roll out new features that make mobile transactions increasingly convenient. These include things like “buy buttons” and in-app purchase options, for instance.

    The more convenient the experience, the better chances brands have of turning a window shopper into a buyer. 

    Need help with your e-commerce marketing? Let’s talk.

    What are the latest m-commerce statistics?

    The data is clear: m-commerce isn’t slated to be falling in popularity anytime soon. 

    Here are some stats about m-commerce:

    • Currently, mobile buyers account for nearly 61% of the U.S. population. (Statista)
    • M-commerce volume is predicted to hit $488 billion, or 44% of e-commerce, by 2024. (Business Insider)
    • 75% of 2019 e-commerce shopping took place on a mobile device. (Forbes)
    • About 76% of large fashion retailers’ website visits are from mobile devices. (RetailDive)
    • One-third of our decision to purchase is influenced by looking up additional information on a product via our mobile device. (BigCommerce)
    • In 2020, U.S. mobile retail revenues were expected to amount to more than $339 billion, up from more than $207 billion in 2018. (Statista)

    Pro tip: If you decide to create an app to enhance your m-commerce experience, keep it simple. The most successful commerce apps are clean, visual-heavy, and don’t require a ton of heavy lifting in terms of maintenance. 

    navy paper shopping bag

    Leveraging mobile payments that are already connected to someone’s bank account eliminates a huge barrier when it comes to making m-commerce purchases. (Image via Unsplash)

    What are the top m-commerce success secrets?

    Once you’ve decided to prioritize m-commerce, there are a few key actions you can take to set yourself and your brand up for success.

    Have a speedy website

    The last thing you want is to catch a consumer’s eye, have them click your m-commerce ad, then ultimately bounce because your mobile page takes too long to load.

    As Investopedia explains, “quick-loading webpages are likely to win more sales because consumers can be impatient, and they demand instant gratification.” Plus, making speed a high priority is also a good way to boost your overall SEO.

    Keep inventory up to date

    Another fact we uncovered from our m-commerce survey: 20% of potential buyers started but failed to complete a mobile purchase because an item was out of stock or not in their size. 

    Running e-commerce search ads through Google Merchant Center? If you have a lot of products and are using an e-commerce platform like BigCommerce or Shopify, you can easily integrate them to help ensure you’re submitting the most updated info to GMC on a regular basis. This helps keep your product data fresh. While you can’t exactly control an item being sold out in a certain size or color, you can work to only show products that are actually in stock.

    Make payment a breeze

    Forget making buyers search for their credit card to close the deal. Leveraging mobile payments that are already connected to someone’s bank account eliminates a huge barrier when it comes to making m-commerce purchases. 

    “With new mobile payment solutions emerging, it is now possible to offer customers a truly diverse range of payment options,” reports BigCommerce. These mobile payment options include:

    • Apple Pay
    • Google Pay
    • PayPal One-Touch
    • Samsung Pay
    • Amazon Pay
    • Visa Checkout

    Prioritize a mobile UX

    If you’re dipping a toe into the m-commerce space, chances are you’ve taken the time to make sure your site looks great on mobile as well as desktop. The same should be said of your m-commerce ads.

    Keep your audience top of mind while also thinking about what visuals, product pages, and ads resonate with you when you’re scrolling on your smartphone. Images with white backgrounds may do better than those with busy backdrops. Lastly, bigger images are easier to see without having to try to zoom in. 

    The takeaway

    Smartphones aren’t the future of shopping — they’re the present. Focusing on m-commerce makes it easy for people to purchase from you. Not only that, but it also keeps you competitive with other brands. 

    Once you know the value m-commerce can have on your business, you can implement the action items above to create a mobile shopping experience that is seamless, in line with your business, and leads to increased sales. 

    Caroline Cox

    Caroline Cox

    Caroline is HawkSEM's content marketing manager. She uses her more than 10 years of professional writing and editing experience to create SEO-friendly articles, educational thought leadership pieces, and savvy social media content to help market leaders create successful digital marketing strategies. She's a fan of seltzer water, print magazines, and huskies.

    Questions or comments? Join the conversation here!

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    Written by Caroline Cox on Nov 25, 2020

    hawksem m-commerce infographic - the trend of m-commerce marketing

    From mobile shopping for the holidays to personalized ads, here’s what hundreds of consumers think about the m-commerce experience.

    As smartphones become more and more entwined in our everyday lives, brands are taking note. Savvy marketers are constantly experimenting with how they can reach consumers in new ways, such as through social media ads, better site experiences on mobile, and much more. So it makes sense that mobile or “m-commerce” continues to rise in popularity. 

    Business Insider Intelligence predicts m-commerce volume will hit $488 billion, or 44% of e-commerce, by 2024. We wanted to know how today’s smartphone users leverage mobile shopping, what they like and dislike about the experience, and where they see this trend headed in the future. 

    Below, hear from hundreds of people about how they shop from their phones, view targeted mobile ads, and their thoughts on m-commerce as a whole. Download the full infographic here.

    The survey participants

    Of the more than 500 U.S. smartphone users we surveyed:

    • 37% were 18 to 34 years old
    • More than half were between 35 and 54
    • And 12% were 55 or older 
    • 59% of respondents identified as female
    • 41% identified as male

    hawksem m-commerce infographic survey results

    Mobile Shopping

    More than 94% of participants have made a purchase via their smartphone or tablet, while 87% have done so in the past 3 months.

    Mobile Ads

    More than 80% said they’d been served a product or service ad while using their smartphone in the past 3 months.

    m-commerce infographic icons

    Increased Reach & Exposure

    When asked, “Have you ever purchased something you discovered through a mobile ad on your smartphone?,” 68% said yes.

    Purchasing Gone Wrong

    Of survey respondents who said they’d started but failed to complete a mobile purchase, some reasons why included:

    • The site had a bad mobile experience (22%)
    • The item was out of stock or not in their size (20%)
    • The site took too long to load (16%)
    • They didn’t have their card information available (13%)

    “The convenience of ordering on my phone” is the main reason why 69% of participants opt to shop via mobile

    A Personalized Experience

    When asked whether they prefer generic ads or ads tailored to past purchases and interests, 44% said they favored tailored ads, 27% prefer generic ads, and nearly 29% weren’t sure.

    Shopping for Must-Haves

    For the bulk of essentials shopping (things like groceries and medications):

    • 20% of survey participants purchase these items via desktop
    • Nearly half purchase via their phone or tablet
    • 4% said they mostly use a smart home or voice-activated device
    • 27% shop for them in person

    (Numbers for non-essentials shopping were similar.)

    The Future of M-Commerce

    In response to “Do you think you’ll shop from your phone more in the future?,” nearly 73% said yes.

    58% said they’re “very likely” to make a holiday-shopping purchase via their phone this year, while nearly 30% said they were “somewhat likely.”

    Download the full “The Trend of M-Commerce Marketing” infographic here.

    Caroline Cox

    Caroline Cox

    Caroline is HawkSEM's content marketing manager. She uses her more than 10 years of professional writing and editing experience to create SEO-friendly articles, educational thought leadership pieces, and savvy social media content to help market leaders create successful digital marketing strategies. She's a fan of seltzer water, print magazines, and huskies.

    Questions or comments? Join the conversation here!

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