Why Mobile Is Important for Brands

Content Manager

As mobile devices have taken over the way people live their lives, from social media check-ins to weather to shopping, it’s a no brainer that brands need to get on board. This message came through loud and clear when I attended Fashion Digital New York: Mobile last week.

Even though everyone has jumped on the mobile device bandwagon, it seems that retailers are still trying to figure out how to best take advantage of the channel.  If they are utilizing mobile, are they realizing the benefits?

Greg Stuart, global CEO of the Mobile Marketing Association, told attendees that mobile is leading to a universal transformation in consumer behavior.  He said brands need to understand the role of mobile in getting them as close as possible to the consumer.

Mariana Rodriguez, senior account director of digital marketing agency Beeby Clark+Meyler,   speaking in a session on online influencers, said that since 2012 mobile is taking over online and has surpassed desktop by 60% in terms of media consumption.

One way to make mobile work for your brand, Rodriguez said, is by incorporating video. She said mobile shoppers are three times more likely to click on a product when there is a video. “Investing in video is the right way to go,” Rodriguez said.

Jonathan Muller, co-founder and CEO of Gaffos.com, an ecommerce eyewear brand, said he has seen a decline in ecommerce on tablets as compared to mobile devices.

“It has a lot to do with screen size, [and] the experience is getting a lot more fluid,” said Muller, referring to the user design and experience.

Muller said his company is starting to getter a better grasp of how customers are viewing Gaffos’ products on tablets and mobile devices. “We want to build the customer experience on mobile and tablet first before we see it on the desktop,” said Muller.

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