Mobile Marketing Trends, Predictions for Retailers in 2015
A recent Consumer Electronics Association survey uncovered an interesting and emerging behavior that should be of interest to retailers in the year ahead: 58 percent of shoppers prefer using their smartphones to find information about products in stores instead of asking a sales assistant.
That says a lot about how connected and hyperattached consumers are to their smartphones and tablets as they navigate the retail environment. It says even more about the challenges for retail marketers in 2015, whose task it will be to "converse" with consumers on the mobile devices they stare at so intently (and intensely) within the aisles of their favorite stores.
The challenge: figure out how to capture consumers’ attention at the ideal moment of mobile engagement, and create mobile marketing experiences so tantalizing, relevant and timely that consumers can't turn away or say no.
The opportunity: make sure the mobile "conversation" is as friendly, helpful, productive and satisfying as a personal encounter with a salesperson.
Retail marketers need mobile marketing strategies and messages that drive foot traffic by attracting and welcoming consumers into their stores, backed up by satisfying and surprising incentives that encourage them to stay longer, entice them to spend more and invite them to come back again — i.e., transform them into satisfied, loyal customers.
Mobile Builds the Bridge
Given that consumers increasingly carry mobile devices with them (91 percent or more at all times), and that they rely on smartphone and tablets for dozens of tasks every day, marketers must think about the mobile device as a bridge to the broader marketing strategy. Mobile marketing can connect online searches, price comparisons, shopper reviews and print-digital-TV marketing campaigns, creating for the consumer a clear path to navigate the retail location. Once in-store, consumers can take advantage of specials, promotions and other surprisingly satisfying incentives deployed directly to their smartphones.