No matter what type of device they use, more and more
consumers are browsing the web on the go for places of business near them. Not
only do consumers use their smart phones to find businesses, they actually use
them while shopping, dining and spending.
A recent study showed that 55% of smart phone users will
comparison shop on their device while in a store – nearly 47% will search for
reviews while shopping – 21% searched for coupons to use instantly – 12% opted
to buy online instead of in-store and over 5% searched for a recommendation on
the business or product from their friends.
Consumers age 25-44 are most likely to comparison shop and
search for reviews on products, services and businesses using their mobile
devices. If these ages are in your target demographic, this lets you know that
location-based mobile marketing services would likely be used by your target
customer.
When it comes to location-based mobile marketing, coupons
are increasingly popular. 44% of smart phone users have redeemed an online
coupon and 18% have redeemed a mobile coupon. Another growing outlet for
location-based mobile marketing services is QR codes. Over one-third of mobile
devices have a QR code scanner.
In fact, all location-based mobile marketing trends are on
the upswing. Last year, over half of all local business searches were conducted
via a mobile phone or other mobile device such as a tablet or web-enabled iPod.
Location-basedmarketing services are now getting even more local with the emergence ofproximity marketing. Already huge in Japan, proximity marketing is now trending
in Europe and spreading to the US. Using proximity marketing, the nearness of a
consumer to a specific object or physical location triggers a specific action.
NFC chips, QR codes and other new technologies can provide
consumers with an interactive experience. QR codes in particular are attractive
for both consumers and vendors because they are free to set up and easy to use.
As more businesses use QR codes, their increased presence will increase
consumer interest and use of the tool.
As more and more consumers seek to engage with local
businesses, it will become more and more critical for business owners to equip
their establishments to accommodate the increasing demand for mobile
interaction. Consumers now prefer establishments that offer free Wi-Fi
and this baseline service will be a necessity if you want to expand your mobile
strategy to embrace proximity marketing. By hosting Wi-Fi services for
customers, you’ll be able to offer fast-loading content attached to proximity
items such as QR codes and NFC chips.
More advanced proximity tools such as iSign allow you to
ping a customer’s smart phone as soon as they enter or near (1KM or less depending on your platform and
technology) your establishment and ask if they would like an offer from your
establishment. The mobile consumer can click yes or no. Current response rates
are nearing 25% and may induce drive-by customers that may not have been
planning a visit to your store to stop by and transact with you. 55% Percent of consumers express an interest in Mobile
coupons but only 10% have actually received one from a merchant . This
trend will further improve since iSign
proves effective to get merchant
and consumers to engage better with the
new facility .
Mobile marketing is here to stay, is prevalent and
constantly evolving. Ignoring this trend will be at great peril to your
business. The good news is that many aspects of mobile marketing have a very
low cost to use and a low barrier to entry.
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