At no time in history have consumers been more inclined to make a sudden and otherwise unplanned purchase via mobile than they are today.
Consequently, it comes as no surprise that effective mobile marketing is being credited with spurring an uptick in mCommerce.
When provided with a valuable and relevant offer, enticement, coupon or invitation delivered via SMS, in-app message, or mobile-optimized email, consumers are inclined to act fast.
And, once again, there’s never been a larger pool of mobile consumers who do exactly that — act fast to purchase the products and services that catch their fancy.
According to new research from Forrester, 10% of all US mobile users and 20% of all US tablet online adult users have made a purchase on these respective devices in the past three months.
To push those numbers even higher, Forrester argues marketers should “embrace responsive web design (RWD) as a perfect fit for most transactional scenarios.”
“In fact,” the report summary reads, “63% of eBusiness professionals rank RWD as a technology investment priority for this year, compared with 40% in 2013.”
“Starting an RWD project by rebuilding the most complex part of your site may not be intuitive, but RWD is a great way to develop touchpoint-optimized experiences while maintaining the consistency of complex web processes,” writes Forrester.