By Russell Loarridge | Posted on November 29, 2012
The mobile has now tipped over to become the device of choice for consumers accessing the internet. Recent figures from Buzzcity suggest that upwards of 77% of consumers now go online solely via the mobile. Yet while the vast majority of organisations, from retailers to publishers, are beginning to create mobile strategies and nearly 40% of top 100 UK brands have a mobile optimised website according to the latest IAB statistics, many are still experiencing extremely low rates of response and conversion via the mobile.
One of the key challenges these organisations face, is the difficulty of creating a usable environment within the constraints of the small screen device.
Whether browsing, shopping or interacting via social channels, customers want a simple, intuitive experience from the moment they arrive at a site. Asking mobile users, therefore, to register by slowly entering details such as name and password or filling in a registration form via small touchscreens or tiny keyboards, is a sure-fire way to put a barrier in the way of online engagement.
So how can brands provide a way of engaging with customers through mobile devices, in a way that will enhance the experience and yet enable a means of gathering personal details beyond the most basic information?
The easiest way to provide that engagement infrastructure is via the social identities used by millions as a matter of course to keep in touch with communities of friends and family. Offering social login and enabling users to register via an existing social identity such as Facebook, Twitter, Google or LinkedIn not only eases the initial registration process – avoiding the onerous ‘fat finger’ form filling – but it also enables deeper engagement and supports the growing consumer desire to share personal data in order to receive more relevant offers and information from brands. Indeed, according to recent social login research, as many as 85% of UK consumers think social login should be offered as an alternative when registering for a website.
Futhermore, leveraging this permission-based personal data sharing immediately transforms the revenue generating potential of the mobile channel. Brands not only have up to date information about customers and their interests but can also exploit GPS to deliver time and location based offers. Targeted push marketing can reflect users’ specific profile attributes and adding the time and location dimension can drive new levels of interaction and engagement.
It is by responding to the clear consumer demand for social login on the mobile that brands will not only overcome the current limitations of mobile engagement but also gain immediate access to in depth consumer preference and behaviour information that can drive these critical mobile strategies and underpin significant revenue generating activity.
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