Have you looked at your brand’s e-commerce sales numbers lately? If not, take a look right now. How many of your sales are coming from desktop operating systems? How many are coming from mobile?
If you are like most online retail brands, then your number of sales coming from mobile platforms has grown dramatically in the past few years. Mobile has become so vital in e-commerce that it now has its own name: “mobile commerce” or “m-commerce.”
It’s easy to assume that most of your e-commerce sales are still coming from desktop platforms. The image that most of us see in our heads when we think of “online shopping” is someone sitting in front of their computer, typing in searches and clicking their mouse to add items to their shopping carts. But that image is quickly shifting to accommodate the experiences that customers expect, like, and trust when shopping online.
The Power of M-Commerce
In 2014, Shopify studied 100,000 e-commerce retailers and found that 50.3% of their combined sales were coming from mobile platforms compared to 49.7% for desktop. In September 2012, Shopify’s numbers had only credited 17% of e-commerce sales to mobile devices. 22.7% is a big leap for m-commerce to take in just two years. Gartner, an information technology research company, predicted in a January 2015 press release that mobile commerce would account for half of “digital commerce revenue” after 2017.
There can be no doubt that m-commerce is growing and growing rapidly. In the not-to-distant future, it will surpass desktop shopping as the predominant form of e-commerce.
Understanding How M-Commerce and Video Go Hand-in-Hand
So how can online retailers keep pace with the changing world of e-commerce? The first step is to make sure that your site is as responsive and mobile-friendly as possible. It needs to be as easy for customers to use your online store on mobile as it is on desktop. From searching products to picking out sizes, colors, and other product variations all the way to the checkout process, everything about your e-commerce store needs to be optimized for mobile.
However, simply making your site mobile-friendly isn’t enough to keep pace with the changes that are transforming e-commerce. You also need to think about how your mobile customers will want to interact and engage with different parts of your site, including the homepage and the product pages. Specifically, you need to think about tweaking your content marketing strategy to include more of an emphasis on video content.
It’s no coincidence that online video has seen a rise in prominence alongside mobile devices. Cisco says that, by next year, 69% of all consumer internet traffic will come from video. The rise in video has something to do with our society’s short attention spans and decreasing willingness to read anything longer than 140 characters, but while these factors might be playing a role, the rise in video can also be credited to mobile devices.
Why is video the preferred content format for mobile devices? There are several reasons. First off, while smartphone screens are getting bigger on average, they are still much smaller than a computer screen. Reading an entire article, website page, or customer review on a smartphone screen is straining on the eyes. Getting the same information from a video is more convenient and user-friendly.
Video is also more immediately engaging. Most smartphone users do a lot of browsing the web or scrolling through their social media feeds during the short bits of free time they have during the day. Reading an entire blog post still feels like a time commitment, which means that written marketing content doesn’t usually engage users who are just checking their Twitter feed during a break from work or while waiting for an appointment. Bite-sized video content is more easily digestible for users whose time is limited, which leads to higher engagement rates and more shares.
The extra convenience and digestibility of video content is a huge boon for e-commerce companies. It makes product pages more mobile-friendly, helps you show off your products with words and visuals, and makes your content more shareable. The benefits range from higher dwell rates on your website to wider reach on social media, all the way to better revenues.
How to Incorporate Video into Your Content Marketing Strategy
The bottom line is this: to keep pace with the rise of m-commerce, your brand needs to start producing, publishing, and sharing video content. Criteek can help you take your first steps into video content marketing.
We help e-commerce brands like yours incorporate video reviews on their product pages. With this feature, you can encourage your users to start contributing video content to your site. These videos have the same benefits of other video content (they are innately shareable, they increase dwell rates, and more), but they don’t require your company to shoulder production rates.