Christmas shopping used to be a hectic business. Typically, a day or two was set aside sometime in between Thanksgiving and Christmas Eve - depending on how organized you were - in order to head to the mall and fight the crowds for the ever-dwindling supply of gifts.
In the age of the smartphone, everything has changed. From browsing to buying, every stage of a transaction can now be performed on a mobile device. According to recent Google research, 54% of holiday shoppers will use their smartphones to shop throughout the season, and smartphone-based commerce has gone up by 64% over the last year. In fact, almost a third of all online purchases now happen on mobile phones.
So how can your mobile marketing strategy benefit from this continuing trend towards smartphone commerce? The key is understanding how people use their devices.
A recent study claimed that people use their smartphones as many as 150 times in a single day, spending around a minute on each ‘session.’ A rounded mobile marketing campaign will tackle each and every kind of activity: text messages, emails, social media and web searches. Because each session is typically so brief, the trick is capitalize on these ‘mobile moments.’
Mobile moments - or micro moments - are those brief snatches of time when people turn to their smartphone in order to take a specific action, like finding the answer to a question, booking a plane ticket, downloading an app or buying something online. Mobile users approaching these moments have an express, immediate intent. That intent may be to buy. It may be to browse, or compare user reviews. But whatever the reason shoppers turn to their phones, your business should take the opportunity to be there - and be useful. Here’s how:
Comprehensive Online Listings
Google’s research shows consumers are 38% more likely to visit and 29% more likely to buy from companies whose online directory listings are complete, up-to-date, and accurate. Further, you should regularly update the listings with seasonal info and include images and business hours. The more information you can parlay in your listings, the better.
The digital marketplace is a diffuse, niche-led realm, and users will respond to a wide variety of different messages. The key to a successful mobile marketing plan is recognizing which message will have the most impact on which user. For text message sign ups, location-based notifications are a solid way of reaching potential customers at the moment they’re most likely to buy. Throw in a discount, and suddenly you have a customer with two compelling reasons to visit your outlet: 1)they’ll save money, and 2) they’re within walking distance.
Take Advantage of the Holiday Season
Many retailers live and die by Q4, when the annual spending bonanza kicks in, with more people buying more stuff than at any other time of year. That’s why now - before Thanksgiving - is the perfect time to implement changes to your mobile marketing strategy. Invest in a mobile friendly website and start promoting festive deals so you can hit the New Year with a running start.