From a retail perspective, it might be difficult to fully realize the power of mobile devices. Let’s take a look at some of the key numbers showing the correlation between mobile and retail purchases:
Three of the most important factors affecting the success of a retailer’s mobile marketing strategy are whether or not it effectively:
You must be familiar with what your prospective customers are searching for on their mobile phones, whether it be asking a question about a particular product, doing a price comparison, searching for current special offers or any other common search trends and queries.
Understanding the unique needs of your clientele will help ensure you have the answer, solution, product or special offer they need in order to take action, whether that means visiting your physical storefront or making a purchase online.
Even if you understand the needs of your customer base, your mobile marketing efforts may fall short if you fail to also consider the context in which the mobile user is carrying out their search. In other words, once you understand their intent and how to tailor your marketing accordingly, you must also consider factors such as the time of day and location where they are searching, as these details alter the way you customize your approach.
For example, if a user is searching for reviews of a product you carry while inside your store, you want to approach your mobile ads with specific, ready-to-buy ads because they are so close to actually purchasing that product from you.
If your website, ads, blogs or other content pieces aren’t showing up at the precise moment the shopper is looking for an answer or solution, you will likely lose this lead to a competitor who is there and available.
But merely showing up in the right moment isn’t enough. The information presented to the user must also be relevant to their needs and offer a simple and accurate solution to whatever it is that motivated them to reach for their smartphone.
When it comes to mobile marketing, it’s easy to feel discouraged by the big-box stores in your area who likely have more mobile marketing success simply because people are familiar with their brand. However, keep in mind that one in three smartphone users end up making a purchase from a local company, and that business is not the one for which they initially searched.
Why are roughly 33 percent of all smartphone users choosing a different company than what they originally intended? It all boils down to the ability of this lesser-known company to be there with the information the shopper needed at the precise search moment. Not only can this lead to more purchases based on that search alone, but it also helps build awareness about your brand.
If you’ve taken the steps necessary to bring your retail business into the mobile landscape, it’s important that you check the effectiveness of these efforts on a regular basis. To do this, perform a few searches related to your industry on your mobile device, and then answer the following questions:
After answering these questions, you might feel like your mobile strategy needs a pick-me-up. There is a lot of learning associated with local business digital marketing; you have some trial and error steps ahead of you before you’re going to get it right, but it’s important that you keep learning and working on your brand’s mobile presence.