Is 2015 truly the year of truth for M-commerce? The number of devices per person is rapidly increasing, changing the customer journey and making advertisers consider a multi-device strategy. If M-commerce continues to grow, a responsive website design will no longer suffice, and for advertisers, greater focus will be placed on the development of a mobile App. The right target group can be targeted through mobile affiliate marketing on the condition that advertisers deploy ‘mobile’ as a fully-fledged channel within their overall marketing strategy. M-commerce on the rise There is a growing body of opinion that 2015 will be the year in which M-commerce will finally undergo the growth that has already been predicted for some years. If you look at the growth in the number of mobile users and devices, this might very well come true. The number of mobile shoppers is increasing significantly, as OrangeBuddies Media has also noticed among its own website users in several European countries. More than 25% of the users are already shopping using a smartphone or tablet. From a one-device to a multi-device strategy The increase in the number of smartphone and tablet users ensures a high device density in the Netherlands. In addition to the familiar desktop PC, increasingly more Dutch people own a mobile phone and tablet. We easily switch from one device to the other, especially when we are on the go. Therefore, it is best for advertisers to take this into account when determining a marketing strategy, which is shifting from a one-device to a multi-device strategy. The ease with which the consumer switches devices should be reflected in the way in which the advertiser’s strategy and message respond to it. Do not focus on a separate mobile strategy; instead, make sure that ‘mobile’ is part of an integrated marketing strategy in which all channels are aligned with each other. Adapt the mobile strategy to the target group that you’d like to reach through the channel concerned, the manner in which the target group deploys the channel, and the moments at which the target group uses the channel. Considering current mobile developments, copying the approach used on PC and deploying it for ‘mobile’ purposes is an absolute no go as well as a waste of time and money. ‘Mobile’ is part of the whole, but requires a specific marketing campaign in order to be effective. Responsive website as a first step If you, as an advertiser, want to capitalize on these developments, a responsive design of your website would be the first step. With a responsive website, you will ensure that you are reachable on all devices without the consumer having to incessantly scroll horizontally and vertically. ‘Mobile’ is increasingly important in the multi-device customer journey, and a non-optimized website can break the purchasing decision process, making a consumer decide not to make the purchase or choose a different direction. You need to show that you provide the consumer with service on all devices and at all possible times – from preliminary research to (impulse) purchase. Increase the user experience with an App Once you are ready for M-commerce (with a responsive website, suitable for smartphones and tablets), you can go one step further to reach mobile consumers: your own App. You are probably wondering, ‘Why would I need an App if I already have a responsive website?’ An App enhances the connection between you and the user. A user consciously decides to install an App and thus identifies with certain brands and companies. Unlike a responsive website, an App offers specific content tailored for this particular device. Whereas a responsive website is legible on a mobile phone, it still requires a lot of scrolling because of its voluminous content. An App offers a limited amount of information that is much more in keeping with the specific need of the user. Therefore, the App has a distinct added value when it comes to the user experience. From newsletter subscriptions to App installs With a marketing strategy tailored to ‘mobile,’ your target group will be the mobile consumer. How and where, however, can you reach them? Mobile affiliate marketing allows you to specifically target mobile traffic. A mobile campaign can be set up through affiliate networks that can bring you into contact with the right publishers or through direct contact with large publishers. It is a must to provide separate promotional materials for your mobile campaign. This shows that the mobile channel is a conscious choice within the marketing strategy and it therefore encourages publishers to redirect more traffic. Are you already active within affiliate marketing with a website campaign? Then consider introducing a separate compensation model for publishers that generate mobile traffic – by paying for App installs, for example. This is a clearly visible shift in mobile affiliate marketing. Whereas newsletter subscriptions through the website used to be compensated for – in addition to purchases – these are increasingly being replaced by compensations for App installs; a commission model in which the publisher receives a fixed fee for each App install that he/she realizes.