By Keith Trivitt | Director, Marketing and Communications
Ahh, summer. That most glorious time of year. The sun is shining, the beaches are beckoning and everywhere you look, people are on their smartphones — shopping and watching entertainment.
At least, that appears to be the trend for summer 2013. According to Adweek, “brands are preparing for what could be a break-through quarter in mobile advertising as consumers spend more time outdoors while constantly checking their iPhone or Samsung.” Summer, according to Brian Ng, marketing director and lead for brand strategy and trademark development at Del Monte Foods, presents an “unstructured environment” in which mobile is key to bridging the “planning-to-purchase divide.”
Mobile marketing and the summer go together like peas and carrots, to quote Forrest Gump. And to that combination a mobile performance marketing functionality, such as mobile lead gen, and marketers could see a big growth opportunity for their brands over the next three months.
eMarketer estimates that 15% of all US online retail sales in 2013 will be made on a mobile device, an increase from 11% in 2012. As I wrote in a recent post, mobile marketing is starting to positively impact brands’ sales trends. With more consumers using their mobile devices for shopping-specific actions (e.g., comparison shopping or searching for a store near them), the opportunity to reach consumers with relevant information, exactly when and where they need it, is the true benefit of mobile marketing.
Researching products and prices on mobile is the most popular consumer shopping activity. Seventy-two percent of consumers report they use their phone to research prices or seek a better deal online, according to a study of U.S. mobile Internet users conducted by AYTM Market Research.
Stats like that lend credence to our recent launch of MediaWhiz Mobile, our mobile performance marketing practice. As more consumers adopt a mobile-first approach to all aspects of their lives, particularly shopping, the ability to engage, acquire and retain mobile customers in an ROI-positive manner will be crucial for most brands.
Right now, many mobile marketing campaigns are centered around branding and apps. That’s all well and good but there is a great need for mobile-specific customer acquisition that taps into consumers’ mobile-shopping habits and needs. MediaWhiz Mobile is here to meet that growing demand.