Marketing used to live within the four walls of a store and was limited to promotions. The move towards digital shopping is becoming more and more of a trend. Technology-enhanced shopping behavior justifies that 70% of shoppers use their smartphones to shop before purchasing in-store at least once over the past year, according to a Bain & Company study. The Amazon Effect revealed to marketers that consumers were price-matching by scanning barcodes or searching online for a cheaper price. Investment in mobile solutions creates a positive experience for consumers and supports their behaviors through personalization and relevance. Here are a few mobile marketing methods to convince consumers to buy:
- Get familiar with proximity marketing
Knowing where your customer is physically is important to understanding their daily wants and needs. Geolocation is important because a message that is relevant to a target audience in one location may be completely dismissed by another in a different one. Also, if a consumer is in a physical store, proximity marketing can increase exposure in the buyer’s journey by providing local content wherever a consumer may be.
- Cross-channel packs a punch
Have your campaign spread across multiple channels besides mobile through influencer reviews, videos, coupons, out-of-home advertising and more. Promoting cross-channel marketing will keep your brand and product top-of-mind across every device a consumer uses throughout the day.
- Optimize using new technologies
Mobile wallet, SMS and mobile coupons are just some of the trending mobile technologies used to optimize campaigns. While they are effective, they should be used to strengthen campaigns, not as stand-alone efforts. Mobile marketing campaigns should be designed with the main goal of providing a seamless experience for the consumer. When these technologies are used to promote a faster and easier shopping solution, it is more effective.
