Tag: mobile promotions

Mobile marketing isn’t well connected among many companies

Consumers are opting for a cross channel experience more than ever before while shopping in an average day.

Despite many different mobile marketing strategies and attempts at campaigns that will provide consumers with the ideal cross channel experience that will be able to reach them in a meaningful way that will encourage them to act on what they have seen.

The average consumer will easily hop from laptop to smartphone or tablet to a brick and mortar store for one purchase.

While mobile marketing companies know that this is the case, actually figuring out how to track any given consumer from one platform to the next has provided them with a highly challenging experience. This is among the reasons that many client side marketers have revealed that advertising and promoting over a string of different channels is among their lead priorities as of May 2014, when a study was conducted by Econsultancy in association with Oracle Marketing Cloud.

Over two thirds of the respondents said that cross channel and mobile marketing are a primary goal.

Mobile Marketing connectionsHowever, just because they have been taking aim at more than one platform, it doesn’t mean that they are necessarily seeing the results of their efforts. For instance, eMarketer recently stated in a report about the study that “43 percent said that they could understand their consumers’ journeys and change their marketing mix as a result, while 30 percent had implemented teams to work on integrated marketing.”

Moreover, that firm also explained that under twenty percent of the participants in the study were capable of actually measuring the financial results of having made cross channel efforts. This is problematic when taking into consideration the importance of the outcomes of online and mobile marketing, among other efforts. Moreover, these same respondents also said that they were even less able to be able to measure their customer retention rate as a result of advertising over a range of different channels.

Possibly more striking was that a mere 7 percent of the participants felt that their companies were actually ready to successfully take part in cross-channel advertising. On the whole, 62 percent of the respondents felt that their efforts were not aligned across each channel. Only 10 percent felt that their strategies that included several channels – such as radio, television, print, online, and mobile marketing – aligned from one touchpoint to the next.

Mobile marketing by retailers can be highly appealing to Millennials

This demographic is not finding the mall atmosphere as attractive and interesting as previous generations at their age.

The trend away from the mall shopping experience is a considerable one among Millennials in the United States as well as many other countries, opening a considerable opportunity for retailers to reach this consumer demographic by way of mobile marketing, says a recent JLL Research report.

The firm’s report concluded that retailers need to use ads and promotions over smartphones and tablets to reach Millennials.

The report summary indicated that while the demographic has cash to spend, and they are also armed with some of the latest in electronics, smartphones, and tablets. They pointed out that young adult consumers who were born between the years of 1980 and 2000 are already spending an estimated $600 billion each year in the United States. Moreover, the amount of spending is growing, which means that the ideal mobile marketing opportunity is now being formed, and retailers will miss out if they don’t take hold of that chance.

Mobile marketing will, said the report, be a vital method of carving out a piece of that spending pie.

Mobile Marketing- MillennialsThe report also outlined that Millennial retail spending “shows no signs of slowing. In fact, they’re on track to spend $1.4 trillion annually by 2020, accounting for roughly 30 percent of all retail sales.”

The JLL Research report suggests that retailers focus on mobile ads that are geared toward consumers between the ages of 18 and 34. This is the age group that sees the world through technology and they are among the most likely to use their mobile devices to shop when it comes time for them to make a purchase. They research products, compare prices, consult with peers, and read online reviews to help in making their final purchase decisions.

Among the largest mobile marketing recommendations that the firm made was in terms of coupons and sales that can be redeemed through the use of a smartphone or tablet. Like everyone else, Millennials love a good deal and are responsive to coupons and targeted promotions that they discover on their favorite devices.