Why Context-Aware Marketing is the Key to Mobile Success
With the launch of Apple Pay, we'll start to see mobile payments in-store increase. The loop is then fully closed from mobile marketing to mobile in-store commerce — for certain Apple devices at least. While mobile marketing has traditionally been seen as the responsibility of the digital marketing department, payment via mobile alongside proximity marketing brings it squarely into the camp of brick-and-mortar retail divisions. It also presents a huge opportunity to combat showrooming. With almost 50 percent of people admitting to browsing in-store then purchasing online, anything retailers can do to keep the sale rather than risk losing it to a competitor becomes hugely worthwhile. Context-aware marketing via mobile is the best play for this scenario — i.e., messaging users when they're in the all-important purchasing mind-set.
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