Mobile devices play a major role in digital media strategies, particularly as marketers come to realize they can no longer treat mobile as a channel, but as one of the most important ways in which a consumers can engage with the brand. In fact, ZenithOptimedia and Nielsen have found that video consumption on mobile has finally surpassed desktop in 2015. Read below for insights from industry experts, and examples of brands that have moved to put mobile at the center of their strategy.
The M-Factor: Mobile’s Starring Role in the Path to Purchase | 10 Minute Read
This report shows how mobile is on the rise – and more importantly, how the marketer’s approach should be centered around they ways consumers use mobile. With more than 3 in 10 purchases taking place on mobile last year, m-commerce is mainstreaming and has become a constant part of the shopping journey. With the right content and approach, people are more attentive when consuming media on mobile. Consumers also feel more positively towards information they find on the small screen. Additionally, Millennials, Moms, and the Multicultural affinity segments drove 81% of mobile transactions during the 2015 holidays. If Millennial behavior is indicative of things to come, in 5-10 years everyone is going to be a mobile shopper.
- Bonus: Fashioning the Online Path to Purchase | Under 5 Minute Read
Facebook commissioned consumer research company GfK to better understand online fashion shoppers across the Netherlands and Sweden and to learn their retail shopping habits. It found that online fashion shoppers are likely to plan their buys and be most attracted to personalized offers online, they are typically omnichannel shoppers, and they prefer retailers that offer consistent positive experiences and user-centric design.
5 Ways Consumers Connect to Stores with Mobile Shopping | 5 Minute Read
Google found that mobile shopping-related searches increased 120% in the last year, as
more shoppers are reaching for their devices in every kind of intent-rich micro-moment. First, smartphones are the new “front door to the store”; Target learned that 3/4s of its guests start their shopping on mobile, and a quarter of users who click on Sprint’s mobile search ads end up in a Sprint retail store. Also, consumers searching for “near me” has grown 2.4X year over year. Ads that show local inventory in particular are driving shoppers into stores, with Sears Hometown and Outlet Stores seeing as much as 122% increase in store visits after adopting local inventory ads. Even in-store, smartphones are the new research advertiser, with 1 in 4 consumers saying they changed their minds even in the checkout line after seeing details on mobile. It’s essential to reach these mobile shoppers, and brands like Macy’s and MasterCard have already noted that omni-channel shoppers are most valuable – spending 250% more on average.
- Bonus: Why Don’t Consumers Buy More via Mobile? | Under 5 Minute Read
Global mobile users were asked their top 3 reasons they don’t buy more frequently on mobile, and over half agreed that they prefer to use a PC. About a third said they’re concerned about data privacy or the security of data, respectively. Some consumers might prefer desktop to mobile for researching products or services because: 63% say the screen is too small, 39% say that navigating the information is awkward, and 31% say it’s not fast enough on the device.
The Connection Bowl: Why the Big Game Needs a New Name | 5 Minute Read
The Big Game isn’t just the marketer’s opportunity to reach millions of viewers to drive awareness, it is also the year’s biggest opportunity to engage consumers. 80% of viewers are watching with a mobile device, and social mentions are 4X greater for it than the Academy Awards. Brands foster meaningful connections by focusing on 3 key ideas. 1) Brands should strive to connect rather than sell. Consumers are truly open for a brand when it provides relevant information, at the right times, in the right context. 2) The culture around the game is beyond just the game – whether talking about parties or the half-time show, there are new opportunities for a variety of brands. 3) Now ads are less about having an explosive reveal – with growing viewer demand and anticipation, more ads are airing before and after.
Holiday Stats Reveal Omnishopping Insights for 2016 … and Beyond | 10 Minute Read
This holiday season the empowered omnishopper – using technology to interact with brands across multiple channels – drove major sales with retailers who best catered to them. Omnishoppers are valuable because they tend to be more loyal with retailers that provide value, and they tenaciously go after specific products. They are also more curious and tech-savvy, meaning that technology which informs and delights these consumers adds new paths to purchase. Successful retailers develop more opportunities increase the intensity of their relationship with consumers (think Amazon Prime subscriptions), keep consumers engaged with robust content across channels, and leverage transactional and social media data to see how and why consumers shop.
Read through for more detail on the Omnishopper’s transactional data, demographics, attitudes, research habits, and more.
Unilever is Leveraging Mobile to Change Consumer Behavior | 5 Minute Read
Unilever, one of the world’s largest FMCG manufacturers, presented its strategy at Mobile World Congress to put mobile messaging at the heart of everything it does, most importantly how it talks to their consumers. It is currently considering an engagement program for its Hellmann’s brand, called WhatsCook, which is a WhatsApp-based service that will initially roll out in Brazil. The program is set to solve for the finding that 4 of 5 people haven’t decided what they are going to eat in the evening on a daily basis. WhatsCook will send users recipes via WhatsApp once they send pictures of their ingredients (click through to see the video). Unilever is proceeding with caution, knowing that over half of consumers are less likely to engage with a brand if they have a bad experience with it on mobile, and working to scale this opportunity.