Mobile Marketing for Retail
While working on a project for a client, we found that there is a major trend that is backed by facts and data found in surveys results. We have seen retailers and e-retailers incorporate a digital marketing strategy to their operations for a long time. However, what we kept encountering was a large amount of companies taking advantage of the data available to them and adapting a mobile marketing strategy to their digital efforts. We thought we would provide you with some statistics gathered from one of these surveys.
A common perception about shopping is that when people perform an online search, shoppers will only visit e-commerce sites. According to a survey performed by Google, in collaboration with Ipsos Media CT and Sterling Brands, it found that three out of four shoppers who find local information in search results helpful are more likely to visit stores. This is what shoppers are searching for regarding retailers:
Another finding was that a lot of shoppers are searching for information while in a store. In fact, 42% of shoppers use their mobile device to search while shopping. Sixty-four percent of the people are using search engines, 46% are going to the retailer’s website or app, and 30% are searching other retailer’s site/app.
The insight here is that a lot of people are searching using mobile devices, not only to shop online, but also to search for information. A key point to keep in mind is to have a properly optimized mobile website, or app, to cater to the shopper’s needs. If data suggests that the behaviour of the shopper leans more towards browsing, rather than purchasing, adapt and optimize accordingly. The use of geo-targeted ads, and other SEM techniques, could help enhance a shopper experience by giving discount incentives, for example. All in all, it is important to understand the consumer, their behaviour and revise or tailor your mobile marketing efforts.
Click to see the “Digital Impact on In-Store Shopping” study conducted by Google, Ipsos MediaCT and Sterling Brands for more information.