Eighty-two percent of smartphone users use mobile search engines to look up local businesses, according to a survey by Consumer Barometer. Smartphone users also make sure to include the words “near me” in their search to further look for accessible stores and businesses in their area, as a Google survey discovered 88% of “near me” searches occur on a smartphone. Because mobile searches are usually associated with proximity, it is important to leverage mobile searches to attract consumers to your brand in stores. Additionally, consumers also consult their devices when looking into purchasing products. According to a study by Google and Ipsos, once consumers are in a store, 82 percent consult their smartphones to read up on the product or brand. Make sure that mobile content is helpful, engaging and delivers just as well as in-store assistance.
Often, transitions to mobile are not as smooth as hoped to be. The most important things to keep in mind when converting to mobile is to note how many pages need to load, where the calls to action are located, and how easy it is to click on buttons or navigate your site without accidentally clicking on the wrong links. Optimization includes the legibility of forms and links while typing.
Understand consumer preferences.
Make sure to track how visitors use your site or click on your ad. Which buttons/actions are they performing the most frequently? Research into click through rates to see what is and what isn’t working in your mobile ads. Instead of focusing on the path that your business finds the easiest, it is more important to align more with your consumers’ preferences and demands.
Track mobile customers.
According to a Google and IAB study called “Our Mobile Planet”, 40% of consumers who research a product on a smartphone will make a purchase later on a desktop. This illustrates the importance of tracking consumer engagements that occur outside of business. Tracking indicators include coupon downloads, getting directions to stores, and looking up business hours can be great ways to track online and offline sales. When it comes to mobile, it is key to think outside the box in understanding its role in influencing online and offline sales.
There are many ways to solidify consumer relationships through mobile apps to encourage brand loyalty. Apps can provide engaging or entertaining content, promote offers, store logins and allow access to purchase history and recommendations. Make sure to take advantage of app-install ads and extensions to make even more consumers aware and engaged with your brand.
For more information on how your brand can advertise to college students, contact us at OnCampus Advertising today.