Just read this with interest and then some - all about mobile over in the States. And you know I be loving mobile marketing at the moment - as it's all Losomopho. And the future of #greatmarketing. Which I tweet all about :)
All the below are taken from a report created by Hipcricket Mobile Marketing Survey. The survey was conducted in October via email and is based on 607 respondents.
And they found that stunningly sixty-three percent of smartphone users have visited a retailer’s Web site from their mobile device, compared to 53 percent in 2010. Additionally, 41 percent have done so while in the retail store.
Interestingly, 50 percent have checked a competitor’s mobile Web site while in another store.
Historically, mobile retail sites were lightweight versions of retailers’ PC Web sites. They were mostly relied on for information such as store locations, directions and hours.
All of that has changed. Today, consumers expect mobile-specific retail sites to provide significant benefits to them. And, retailers need to be using their mobile Web sites as a tool to move consumers through the purchase funnel.
Seventy percent of all smartphone users use their device regularly to access the mobile Web.
Smartphone users are accessing mobile retail Web sites to research prices (46 percent), search for coupons and offers (36 percent), research products (28 percent) and purchase products (13 percent).
“Remember, you’re a guest on your customers’ mobile device,” Mr. Harber said. “Be respectful of the opt-in nature of mobile marketing but don’t overstay your welcome.
“Give them useful, compelling content – tips to save time at the holidays, special recipes – and special offers on things you know they want to buy,” he said.
“Whenever possible, use the data in your CRM systems in combination with mobile in order to stay relevant.”
Loyalty
Only 9 percent of survey respondents reported they are being marketed to by their favorite brands on mobile.
However, respondents showed a willingness to join mobile customer relationship management or loyalty programs for their favorite brands. In fact, 33 percent would be interested in joining such a program, but only 12 percent currently participate in one.
Additionally, 75 percent of consumers found value from participating in mobile loyalty clubs.
During the holidays, 61 percent of consumers will likely use their mobile device as a shopping companion.
Overall, 31 percent of all mobile phone users have interacted with a brand through their mobile device and 59 percent of smartphone users have done so.
Also notable, 33 percent of mobile phones users are interested in receiving offers based on time and location. For example, a coupon delivered at noon for $5 off a pizza at a local shop.
“Mobile’s got a seat at the table now – it’s a critical, cross-channel marketing element, rather than a discrete, siloed activity,” Mr. Harber said.
“Increasingly, our customers are seeing the benefits of connecting customer-facing mobile marketing technologies such as mobile retail sites or ongoing SMS campaigns with back-end CRM and enterprise marketing automation solutions,” he said.
“It’s not just about single campaigns any more. Savvy marketers are often beginning with mobile advertising and tying it into a post-click engagement strategy to build an ongoing relationship with customers and prospects.”
Now how we tie this into mobile augmented reality applications we do not know yet.
But we will.
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