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Exploring the advantages of mobile marketing in retail

With mobile being such an inextricable part of our daily lives, it’s no wonder the advantages of mobile marketing are abundant. The average mobile user checks his or her phone every 12 minutes—that’s 80 times a day! If you’re not investing heavily in mobile marketing yet, it’s time to make the shift. According to eMarketer, “mobile is the biggest investment priority for retailers,” with 88% planning to increase their investments this year.

Facts About Mobile Consumers

Consider these statistics about mobile shoppers:

  • 49% of website traffic comes from mobile devices.
  • 57% of shoppers use retail mobile apps in-store to find coupons or discover sale items.
  • Mobile accounts for over a third of e-commerce and is expected to exceed 50% by 2021.
  • 82% of mobile consumers use “near me” searches to decide where to shop.
  • Mobile review readers are 127% more likely to buy than PC review readers.
  • 62% of millennials shop on their smartphones each day.

For today’s consumers, mobile shopping is easy, practical, and convenient. There is a great opportunity to get in touch with a base of eager buyers if you know when and how to reach them.

Advantages of Mobile Marketing

  1. Mobile users are available anytime, anywhere.

Americans are typically on their phones within the first few moments of the day to check everything from the news and weather to sports stats, calendars, emails, and texts. They’re scrolling through social media and shopping sites during meals, on breaks, and while waiting in line. Checking a smartphone is also among the last things many people do before going to sleep. Why not take advantage of these moments to put your brand in front of their eyes—and at the front of their minds? There are countless ways to reach today’s mobile users, including targeted ads, emails, SMS text campaigns, Google search campaigns, and social media posts.

  1. Mobile messages are easily personalized. 

Messages can be personalized to the advertising platform, location, browsing history, or user activity. Best of all, marketing communications can be adjusted in real-time. So, for instance, if your store is at a lull, you could send out a location-based “flash sale” message to anyone in your network who is within a 5-10 mile radius to drum up business. User data can be analyzed to adjust campaign messaging in real-time.

  1. You’re more likely to reach the right person at the right time via mobile.

exploring the advantages of mobile marketing

Your promotional email could easily get lost in a busy inbox if your prospect reads it before bed. However, if they read the email just before their lunch break and happen to be heading out your way, you are more likely to gain the sale. In fact, research indicates conversions on mobile retail apps are three times higher than on mobile websites. If you can intervene with the right information while a shopper is in-store, you can appeal to impulse, gain the sale, and potentially gain a customer’s loyalty. Walmart has found its app users spend about 40% more than the average visitor.

  1. Mobile content is shareable.

Mobile content is the easiest form of advertising to quickly share with friends, whether by forwarding, messaging, screenshot-capturing, tagging, or posting to social media. Digital sharing increases your reach exponentially. 

  1. Mobile devices allow for proximity marketing. 

Proximity marketing bridges the gap between online and offline marketing. According to Beaconstac, proximity marketing is 16 times more effective than Google PPC advertising. Proximity marketing improves app engagement through the use of push notifications. Not only that, it lets you hone in on the competition, too. Several years ago, Dunkin Donuts captured market share by delivering discount coupons to mobile users who were near Starbucks. 

  1. Mobile lets you offer customers a better brand experience.  

Mobile apps offer shoppers a more seamless purchasing experience, whether it’s to find deals, locate items in-store, read product reviews, compare prices, or check out expanded product information. These basic functions are just the tip of the iceberg. Innovators are using mobile to distinguish themselves with augmented reality, roll out loyalty programs, and offer mobile checkout.

  1. Mobile allows you the opportunity to make a big impression through gamification.

Retailers are always looking for novel ways to grab and hold onto consumers’ attention. Gamification is a growing trend used to increase engagement and promote brand awareness, while simultaneously creating a favorable and lasting impression. The global gamification market was valued at $5.5 billion last year, with a predicted 30% growth through 2024. Companies like McDonald’s and Urban Outfitters use gamification to reach younger audiences who have grown up all too familiar with instant gratification. 

Shopkick provides one example of how retailers are using gamification to drive sales. One household cleaning company partnered with Shopkick and used a gamification strategy to reward consumers for interacting with branded in-app content, for engaging with products at-shelf, and for making purchases.  This strategy drove a 58% incremental purchase rate, increased store foot traffic by 232%, and increased purchase conversions by 92%. Shopkick app users were incentivized to complete several “scan missions” to receive bonus points for scanning bundled items with their smartphones. Those who purchased the products received even higher rewards.

Ready to Go Mobile?

Ultimately, effective marketing is about accessibility, convenience, personalization, and customer service. Mobile marketing allows you to improve in all of these areas. It’s unlikely that smartphones will ever replace the brick-and-mortar retail store or e-commerce websites, but it is a complementary medium for providing the omnichannel experience shoppers desire amid the hustle and bustle of a busy life. 

Mobile marketing allows you to improve in all of these areas.

Contact us to learn more about the advantages of mobile marketing. By becoming one of our partners, you can put yourself front and center in your prospects’ minds. Let Shopkick help you promote your latest products and deals among loyal fans, or extend your reach to generate brand awareness. 

Image courtesy of Ollyy