In this age of fast advancing technology, retailers need to pay close attention to mobile marketing as a way to increase sales, both online and in-store. More and more companies are realizing the power of mobile marketing and making it a part of their ongoing advertising strategy.
It's no secret that tablet and smartphone owners use these devices for consumer shopping, but the role they play as far as actual purchases varies. While many use mobile devices as launch points to shop for goods and services, they often end up buying in-store. Often they use the mobile channel for researching goods while out and about, but later purchase online at home.
"US Digital Consumer Report" reported 29% of the owners of smartphones used their device for shopping activities as follows:
* 32% for online product reviews
* 38% for browsing apps and/or the mobile web
* 38% for comparison pricing
An after holiday consumer shopping study conducted by Google reflected the following:
* 46% of those who used their smartphones for holiday shopping did online research and then went physically into the store to make their purchase
* 37% said they did research online and then purchased online via computer
So regardless of how the final purchase was made, in-store or online, mobile marketing devices played a part in the holiday shopping process.
Retailers Need to Be Prepared
The consensus is that consumers are way ahead of retailers when it comes to the mobile shopping experience, even though you would think retailers would already be fully prepared for and committed to making the experience highly optimized for the user.
Google's retail industry director advised eMarketer that retailers are in need of making vast improvements in how they connect with the mobile shopper, both online and in-store. Failing to keep up with the advancements can make a big difference in the bottom line; it is important to appeal to this fast growing trend of online mobile shoppers.
As retailers structure their advertising campaigns, they need to consider peak usage times. For example, on weekends there are surges in smartphone usage related to shopping, but during weekdays the spikes occur after work hours. Using research statistics is essential for mobile marketers because it is fairly certain mobile channel usage for shopping purposes will only continue to increase.
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About Alan Moore: Alan is an Internet Marketing Consultant with ReachLocal Baltimore. His mission is to help you increase your revenues and decrease unproductive advertising expenses through proven, online marketing strategies. He manages over $1,600,000 in yearly marketing budgets and has worked with local businesses, agencies and the US government. Give him a call at (877)655-3438 to schedule a Free Online Marketing Consultation.
To read more of the article that inspired this blog, please visit: http://www.emarketer.com/Article.aspx?R=1008871