A Changing Trend In Multi-Level Marketing – or is it! A Lopsided Focus on Mobile Shopping
Over the last couple of years, we have been pushed by most of our clients to develop mobile applications – mostly for the shopping experience. Although we’re happy to oblige, we also feel that it is our job to help keep companies focused on what really matters – sales. Yes, trends and market swings are important to watch, especially when they become mainstream, but all too often, we see companies throw thousands and even hundreds of thousands of dollars towards projects that we know just won’t have sturdy or long-term legs.
So, this brings me to the latest trend… Mobile Shopping. Although important, and some may argue “critical” and a market swing that shouldn’t be ignored, we are concerned about the recent push and weight given to the “mobile only experience”, especially in younger, or should I say, “less-experienced” start-ups. I’ve always said that Direct Sales is a face-to-face experience and just because social media has the spotlight right now, doesn’t mean you should turn the light off in the kitchen. Yes, smartphones and tablets have become integral parts of our everyday lives. Mobile devices have changed the way we work, the way we consume media and in the way we shop. But I’ve also believed that mobile devises and social media alone are not the answer to long-term success in multi-level or network marketing. They are great for getting the word out, making a splash, and even as a new and exciting entertainment channel, but they don’t replace the good old belly-to-belly experience when making the sale.
While smartphones now account for more e-commerce traffic than tablets do, the conversion rate, (i.e. the percentage of visitors who actually buy stuff), is much higher on desktops and tablets than it is on smartphones. The data suggests that even though smartphones become more and more popular to browse for products and compare prices, consumers still turn to bigger devices to make their online purchases.