+ All Categories
Home > Business > E-book: How to Bag More Mobile Shoppers this Holiday Season

E-book: How to Bag More Mobile Shoppers this Holiday Season

Date post: 10-May-2015
Category:
Upload: mdg-advertising
View: 409 times
Download: 0 times
Share this document with a friend
Description:
Copy the link to learn more on our site: http://www.mdgadvertising.com/blog/new-e-book-how-to-bag-more-mobile-shoppers-this-holiday-season/ - In the new must-have marketing tool for the holidays, MDG Advertising details how, in 2013, mobile devices will play a bigger role than ever in holiday shopping. Pew Research Center found that more than half of American adults now own a smartphone. And four out of five of them use smartphones to shop. As the new e-book explains, this should be good news for retailers, as mobile shoppers typically spend more than their bricks-and-mortar counterparts. According to the National Retail Federation, mobile sales were up 96% in 2012. With a still-tight economy this year, it’s likely that shoppers will spend more time looking for bargains—using their smartphones and tablets to research products, compare prices, search for promotions, and make purchases. In this game-changing e-book, MDG reveals tactics that give retailers an unfair advantage. For example, the e-book explains how to mobilize your mobile efforts to snag a bigger share of a predicted $600 billion in holiday sales. It includes clever strategies like: 1. Appeal to the mobile mindset. Display advertising doesn’t directly translate to the mobile screen. According to Anna Bager, VP and general manager of the Mobile Marketing Center of Excellence at the Interactive Advertising Bureau, “It’s about…moving across platforms, being mobile throughout the day and actually expecting to be able to pick up content wherever we are.” The e-book explains how to appeal to this mobile mindset. 2. Create a seamless shopping experience. It’s not just a matter of shopping from a mobile device. Today’s consumers are shopping from multiple devices. Retailers need to address ways to link the shopping experience from one device to another. 3. Use email to target mobile devices. According to a recent MediaPost blog proclaiming record email opens, mobile-device adoption and the use of marketing automation to target emails have made a big impact on performance. We’ll show you what items you must include in a successful email strategy. 4. Turn “showrooming” into sales. The e-book shares simple ways to keep potential customers from leaving the store to buy online. 5. Start early. The tight economy will drive consumers to spend more time looking for bargains. MDG’s e-book shares tactics to make sure your products are top-of-mind when the shopping process begins. For example, mobile-optimized search is a must. For more strategies on how to capture the mobile market for your brand, contact MDG Advertising today at 561-338-7797 or visit http://www.mdgadvertising.com.
9
Share this e-book! mdgadvertising.com/mobile-shopping
Transcript
Page 2: E-book: How to Bag More Mobile Shoppers this Holiday Season

How to Bag More Mobile Shoppers This Holiday Season | Page 1Share this e-book! mdgadvertising.com/mobile-shopping

Make sure your holiday sales messages address an increasingly mobile audience.One thing is certain. For 2013, mobile devices

will play a big role in holiday shopping. Pew

Research Center found that more than half of

American adults now own a smartphone. And

four out of five of them use smartphones to shop.

In addition, a still-tight economy has shoppers

spending more time looking for bargains. In

2012, 40% of shoppers consulted three or more

channels before purchasing, compared to just

10% in 2002. That means this year’s holiday

shoppers will likely research products, compare

prices, search for promotions, and even make

purchases using their smartphones, tablets, or

whatever screen is available.

This season’s online shoppers will get the big picture from smaller screens.

10%2002

40%2012

Percentage of Consumers Who Consulted Three or More Channels

Page 3: E-book: How to Bag More Mobile Shoppers this Holiday Season

How to Bag More Mobile Shoppers This Holiday Season | Page 2Share this e-book! mdgadvertising.com/mobile-shopping

The good news for retailers? These mobile

shoppers typically spend more than their

strictly bricks-and-mortar counterparts.

According to the National Retail Federation,

mobile sales were up 96% in 2012.

It’s not just mobile. It’s a mindset.The trend toward mobile shopping means

advertisers need to reach users in a more

intimate way. According to Anna Bager, VP

and general manager of the Mobile Marketing

Center of Excellence at the Interactive

Advertising Bureau, you “have to think

differently than you do with display

advertising. It doesn’t translate over

to the mobile screen directly.”

Retailers need to address this mobile mindset

by creating content that fits a shopper’s

experience at the time the message is

received. It’s not just about resizing content

to fit a particular screen. It’s about foreseeing

what the shopper needs at a particular point

in the shopping process.

96%

HERE’S WHAT YOU need to knowto maximize your share of the more than

$600BILLIONin sales expected this holiday season.

Bager describes IAB’s approach to mobile

as more of a behavior than a screen.

“It’s about us as users moving across

platforms, being mobile throughout the

day and actually expecting to be able to

pick up content wherever we are.”

Mobile Sales in 2012

Page 4: E-book: How to Bag More Mobile Shoppers this Holiday Season

How to Bag More Mobile Shoppers This Holiday Season | Page 3Share this e-book! mdgadvertising.com/mobile-shopping

Creating a seamless mobile shopping experience.One result of the extended bargain hunting

process is that consumers are more likely

to shop from multiple devices. To increase

sales, marketers need to create a seamless

buying experience.

Another recent study by Google and Ipsos

shows the merging of in-store and online

sales. The back-and-forth movement

between online and in-store shopping

increases the likelihood of multiple-device

use—with shoppers starting the online

process on one device at home and then

picking it up on another while at the store.

This multi-device buying process has

shoppers resorting to features like shopping

carts and emailed links to themselves to

connect the experience from one device

to another. As a result, savvy marketers

are scrambling to find ways to simplify the

purchasing process and to target device-

appropriate messages at appropriate times

throughout the shopping experience.

According to a recent Google

survey,

85%of consumers

will start shopping on one device and finish

on another.

50%research

online before buying

at a store

33%research online, visit the

store, then buy

online

20%visit the

store before going online

Consumer Shopping Behavior

45%

45%

34%

32%

Save bookmarks,

shopping cart,

etc.

Send an email/

link to themselves

Directly navigate

to destination

Conduct a

search on

another device

Sync to an

online service

Other

16%

4%

How Consumers Shop Online

Page 5: E-book: How to Bag More Mobile Shoppers this Holiday Season

How to Bag More Mobile Shoppers This Holiday Season | Page 4Share this e-book! mdgadvertising.com/mobile-shopping

Different devices trigger different behaviors.

Although both tablet and smartphone owners

are likely to use their devices most frequently

in the home, tablet owners are more likely to

conduct product research and to purchase

physical items—often without ever leaving the

couch—than smartphone shoppers.

Outside the home, the equation changes with

smartphones used to locate stores, organize

shopping via lists, check prices, and scan for

savings. Even in the checkout lane, smartphone

shoppers continue to use their phones to

present mobile coupons and provide payment.

Back at home again, they will pick up their

tablets to share the shopping experience. In

addition to posting comments on social

media and writing product reviews, they may

also research information on complementary

products. And those who never left home to

shop in the first place will use their tablets to

track their online orders.

The connection between mobile marketing and email.

For many marketers, the multi-device

purchasing process will require greater

reliance on and more effective use of email.

According to a recent MediaPost blog

proclaiming record email opens, mobile device

adoption and the use of marketing automation

to target emails have made a big impact on

email performance. Knotice shows that the

combined total of emails opened on smart-

phones and tablets was 41.1% of U.S. email

opens in H2 2012, up from 27.4% in H2 2011.

Pam McAtee, senior vice president of

Epsilon’s digital solutions, claims mobile now

accounts for 60% or more of all email opens

for most clients. She predicts this number will

continue to climb before eventually

plateauing at around 70% to 80%.

To improve email engagement, marketers

are responding with messages targeting

user-prompted behaviors. These include

shopping cart-abandonment reminders,

welcome and confirmation messages,

as well as thank you responses.

In its October 2012 data, Experian Marketing

Services reports that emails that were both

triggered and personalized garnered a 29.2%

open rate, as opposed to 23.3% for those

lacking personalization.

To further complicate the mobile

shopping process, user behavior varies

depending on which device is being

used and where.

H22011

H22012

27.4% 41.1%

Epsilon reports that

triggered emails in North America were opened by

consumers in Q1 2013.

Page 6: E-book: How to Bag More Mobile Shoppers this Holiday Season

How to Bag More Mobile Shoppers This Holiday Season | Page 5Share this e-book! mdgadvertising.com/mobile-shopping

Turn showrooming into in-store sales.Some retailers fear that the blurring of lines

between online and in-store purchasing will

increase the incidence of showrooming—

a process in which customers check out

merchandise in-store before purchasing it at

a better price online. For the most part, these

fears have proven to be overly exaggerated.

This may be in part because smart retailers

have found ways to keep showroomers from

leaving the store before buying. These tactics

include offering free wireless, improving the

in-store shopping experience, and using price-

matching guarantees to hold onto customers.

Retailers are also learning that mobile is an

ideal way to help potential customers not

only find their store, but to research product

information and learn about promotional

offers once they’re onsite. Eight out of ten

smartphone owners say they want more

mobile-optimized information while shopping

in stores. Again, it’s important to target the

message to the location, time, and type of

device to keep it relevant to mobile users.

Is Cyber Monday the new Black Friday?Last year, mobile sales on Cyber Monday

were up 96% over 2011 (source: National

Retail Federation, 2012). This year, Cyber

Monday is expected to snag additional

mobile sales from those who prefer the

convenience of shopping from just about

anywhere, rather than standing in line

at a store.

In the past, large retailers have benefited

most from the huge crowds Black Friday

attracted to the malls and big-box stores.

Now Cyber Monday is leveling the playing

field for smaller retailers, who can just as

easily draw crowds to their online addresses

as the big players. There’s never been a

better time for small retailers to mount

aggressive Cyber Monday promotions.

According to recent Pew findings,

46%of showroom shoppers

still ended up purchasing in-store.

Page 7: E-book: How to Bag More Mobile Shoppers this Holiday Season

How to Bag More Mobile Shoppers This Holiday Season | Page 6Share this e-book! mdgadvertising.com/mobile-shopping

Start early. Shoppers will.This season, a still-tight economy will continue

to drive consumers to spend more time

seeking out bargains. Even though many

may not actually purchase until mid-December,

research shows that mobile shoppers begin

their online research long before then.

To capture these early-bird shoppers, make

sure your product or store ranks high in their

search results. Mobile-optimized search is

a must.

54%of consumers will start

shopping before Black

Friday, according to a

recent Google survey.

40%will begin before

Halloween, concludes the

National Retail Federation.

37%of consumers say they’ll

use search to look for

gift ideas.

The holiday message: mobilize your marketing to keep pace with mobile shoppers.Marketers who hope to benefit from the trend toward mobile shopping need

to mobilize their efforts. It’s not just a matter of resizing ads for smaller screens.

It’s about addressing the way users will interact with your messages while

viewing those screens.

Those who convert their marketing tactics early and successfully will capture

their share of this lucrative mobile market .

Page 8: E-book: How to Bag More Mobile Shoppers this Holiday Season

How to Bag More Mobile Shoppers This Holiday Season | Page 7Share this e-book! mdgadvertising.com/mobile-shopping

Ecommerce Trends That May Help Brands Connect

From Brick-and-Mortar to Mobile Click-and-Order: Which Retailers are Carving Out Space in the M-Commerce Market?

In-Store Mobile Commerce During the 2012 Holiday Shopping Season

Shoppers Can Get a Jump on Holiday Shopping

Five Marketing Takeaways from SORO 2013: Marketing and Merchandising

Pinterest Marketing Tips: Holiday Strategy

Smartphone Ownership 2013

56% of American Adults are Now Smartphone Owners

A Contest from Target with a High-Tech Twist

Black Friday 2013 Predictions from blackfriday.fm

Why Cyber Monday is Bigger than Black Friday

How Mobile is Transforming the Shopping Experience in Stores

Holiday Consumer Intentions 2012

Data Dive: Mobile’s Influence This Holiday Season

Holiday Shopping More Mobile Than Ever

Showrooming Not Happening as Much as Retailers Think: ForeSee

Cannes 2013 Video: IAB Mobile isn’t a Screen, it’s a Behavior

Ford Fuels up Print Brochures with Mobile

Record Email Opens Driven by Mobile and Targeting

A Mobile Shopper’s Journey: From the Couch to the Store (and Back Again)

Smartphone Owners Want More Mobile Information in Stores

How to Spend on Social During the Holidays

Source Articles(Article titles are clickable and will navigate to the Internet)

Page 9: E-book: How to Bag More Mobile Shoppers this Holiday Season

MDG Advertising | mdgadvertising.com

3500 NW Boca Raton Blvd. | Suite 601 | Boca Raton, FL 33431 | 561 338 7797

275 Madison Ave. | 14th Floor | New York, NY 10016 | 917 969 5370

[email protected]

Share this e-book!

If you would like to receive future MDG e-books, subscribe

to the MDG blog, or contact MDG Advertising for a consultation

on how you can improve your holiday marketing strategy,

visit us at mdgadvertising.com or call 561 338 7797.


Recommended