In a recent Q&A with Aki Iida, the Head of Mobile at the ultra-successful online shopping site Zappos, 2014s biggest mobile marketing changes were discussed at Mobile Commerce Daily.
First up for discussion? How Both Google and Apple have made some drastic changes to support a streamlined user experience on stationary devices, laptops, and mobile devices.
These changes have made it necessary for e-commerce professionals to readjust their approach to mobile. With that being said, changes of this nature will continue to evolve over time, so online business owners must keep close watch.
In regard to 2014s biggest mobile marketing changes, the need to create cross-platform or omniplatform marketing campaigns is at the top of the list.
Marketing efforts on stationary, laptop, and mobile devices do not need to be exactly the same, but they do need to complement one another, Iida says. On top of that, business owners must understand how their customers’ behaviors differ on mobile devices. For example, shoppers are more likely to “favorite” items on Zappos when on mobile devices, as opposed to when they are on desktops.
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