E-book: How to Bag More Mobile Shoppers this Holiday Season

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Copy the link to learn more on our site: http://www.mdgadvertising.com/blog/new-e-book-how-to-bag-more-mobile-shoppers-this-holiday-season/ - In the new must-have marketing tool for the holidays, MDG Advertising details how, in 2013, mobile devices will play a bigger role than ever in holiday shopping. Pew Research Center found that more than half of American adults now own a smartphone. And four out of five of them use smartphones to shop.

As the new e-book explains, this should be good news for retailers, as mobile shoppers typically spend more than their bricks-and-mortar counterparts. According to the National Retail Federation, mobile sales were up 96% in 2012. With a still-tight economy this year, it’s likely that shoppers will spend more time looking for bargains—using their smartphones and tablets to research products, compare prices, search for promotions, and make purchases.

In this game-changing e-book, MDG reveals tactics that give retailers an unfair advantage. For example, the e-book explains how to mobilize your mobile efforts to snag a bigger share of a predicted $600 billion in holiday sales. It includes clever strategies like:

1. Appeal to the mobile mindset. Display advertising doesn’t directly translate to the mobile screen. According to Anna Bager, VP and general manager of the Mobile Marketing Center of Excellence at the Interactive Advertising Bureau, “It’s about…moving across platforms, being mobile throughout the day and actually expecting to be able to pick up content wherever we are.” The e-book explains how to appeal to this mobile mindset.

2. Create a seamless shopping experience. It’s not just a matter of shopping from a mobile device. Today’s consumers are shopping from multiple devices. Retailers need to address ways to link the shopping experience from one device to another.

3. Use email to target mobile devices. According to a recent MediaPost blog proclaiming record email opens, mobile-device adoption and the use of marketing automation to target emails have made a big impact on performance. We’ll show you what items you must include in a successful email strategy.

4. Turn “showrooming” into sales. The e-book shares simple ways to keep potential customers from leaving the store to buy online.

5. Start early. The tight economy will drive consumers to spend more time looking for bargains. MDG’s e-book shares tactics to make sure your products are top-of-mind when the shopping process begins. For example, mobile-optimized search is a must.

For more strategies on how to capture the mobile market for your brand, contact MDG Advertising today at 561-338-7797 or visit http://www.mdgadvertising.com.

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E-book: How to Bag More Mobile Shoppers this Holiday Season

  1. 1. Share this e-book! mdgadvertising.com/mobile-shopping
  2. 2. Make sure your holiday sales messages address an increasingly mobile audience. This season’s online shoppers will get the big picture from smaller screens. One thing is certain. For 2013, mobile devices will play a big role in holiday shopping. Pew Research Center found that more than half of American adults now own a smartphone. And four out of five of them use smartphones to shop. In addition, a still-tight economy has shoppers spending more time looking for bargains. In 2012, 40% of shoppers consulted three or more channels before purchasing, compared to just 10% in 2002. That means this year’s holiday shoppers will likely research products, compare prices, search for promotions, and even make purchases using their smartphones, tablets, or whatever screen is available. Percentage of Consumers Who Consulted Three or More Channels 10% 40% 2002 Share this e-book! mdgadvertising.com/mobile-shopping 2012 How to Bag More Mobile Shoppers This Holiday Season | Page 1
  3. 3. HERE’S WHAT YOU Mobile Sales in 2012 96% need to know to maximize your share of the more than 600 $ The good news for retailers? These mobile shoppers typically spend more than their strictly bricks-and-mortar counterparts. According to the National Retail Federation, mobile sales were up 96% in 2012. Share this e-book! It’s not just mobile. It’s a mindset. The trend toward mobile shopping means advertisers need to reach users in a more intimate way. According to Anna Bager, VP and general manager of the Mobile Marketing Center of Excellence at the Interactive Advertising Bureau, you “have to think differently than you do with display advertising. It doesn’t translate over to the mobile screen directly.” mdgadvertising.com/mobile-shopping BILLION in sales expected this holiday season. Bager describes IAB’s approach to mobile as more of a behavior than a screen. “It’s about us as users moving across platforms, being mobile throughout the day and actually expecting to be able to pick up content wherever we are.” Retailers need to address this mobile mindset by creating content that fits a shopper’s experience at the time the message is received. It’s not just about resizing content to fit a particular screen. It’s about foreseeing what the shopper needs at a particular point in the shopping process. How to Bag More Mobile Shoppers This Holiday Season | Page 2
  4. 4. How Consumers Shop Online Creating a seamless mobile shopping experience. One result of the extended bargain hunting process is that consumers are more likely to shop from multiple devices. To increase sales, marketers need to create a seamless buying experience. Another recent study by Google and Ipsos shows the merging of in-store and online sales. The back-and-forth movement between online and in-store shopping increases the likelihood of multiple-device use—with shoppers starting the online process on one device at home and then picking it up on another while at the store. This multi-device buying process has shoppers resorting to features like shopping carts and emailed links to themselves to connect the experience from one device to another. As a result, savvy marketers are scrambling to find ways to simplify the purchasing process and to target deviceappropriate messages at appropriate times throughout the shopping experience. According to a recent Google survey, 45% 45% 85% of consumers will start shopping on one device and finish on another. Save bookmarks, shopping cart, etc. Send an email/ link to themselves 34% Directly navigate to destination 32% Conduct a search on another device Consumer Shopping Behavior 50% research online before buying at a store 33% research online, visit the store, then buy online 20% visit the store before going online 16% 4% Share this e-book! mdgadvertising.com/mobile-shopping Sync to an online service Other How to Bag More Mobile Shoppers This Holiday Season | Page 3
  5. 5. Different devices trigger different behaviors. To further complicate the mobile shopping process, user behavior varies depending on which device is being used and where. Although both tablet and smartphone owners are likely to use their devices most frequently in the home, tablet owners are more likely to conduct product research and to purchase physical items—often without ever leaving the couch—than smartphone shoppers. Outside the home, the equation changes with smartphones used to locate stores, organize shopping via lists, check prices, and scan for savings. Even in the checkout lane, smartphone shoppers continue to use their phones to present mobile coupons and provide payment. Back at home again, they will pick up their tablets to share the shopping experience. In addition to posting comments on social media and writing product reviews, they may also research information on complementary products. And those who never left home to shop in the first place will use their tablets to track their online orders. Share this e-book! The connection between mobile marketing and email. For many marketers, the multi-device purchasing process will require greater reliance on and more effective use of email. According to a recent MediaPost blog proclaiming record email opens, mobile device adoption and the use of marketing automation to target emails have made a big impact on email performance. Knotice shows that the combined total of emails opened on smartphones and tablets was 41.1% of U.S. email opens in H2 2012, up from 27.4% in H2 2011. Pam McAtee, senior vice president of Epsilon’s digital solutions, claims mobile now accounts for 60% or more of all email opens for most clients. She predicts this number will continue to climb before eventually plateauing at around 70% to 80%. To improve email engagement, marketers are responding with messages targeting user-prompted behaviors. These include shopping cart-abandonment reminders, welcome and confirmation messages, as well as thank you responses. Epsilon reports that H2 2011 H2 2012 27.4% 41.1% mdgadvertising.com/mobile-shopping triggered emails in North America were opened by consumers in Q1 2013. In its October 2012 data, Experian Marketing Services reports that emails that were both triggered and personalized garnered a 29.2% open rate, as opposed to 23.3% for those lacking personalization. How to Bag More Mobile Shoppers This Holiday Season | Page 4
  6. 6. Turn showrooming into in-store sales. Some retailers fear that the blurring of lines between online and in-store purchasing will increase the incidence of showrooming— a process in which customers check out merchandise in-store before purchasing it at a better price online. For the most part, these fears have proven to be overly exaggerated. According to recent This may be in part because smart retailers have found ways to keep showroomers from leaving the store before buying. These tactics include offering free wireless, improving the in-store shopping experience, and using pricematching guarantees to hold onto customers. Retailers are also learning that mobile is an ideal way to help potential customers not only find their store, but to research product information and learn about promotional offers once they’re onsite. Eight out of ten smartphone owners say they want more mobile-optimized information while shopping in stores. Again, it’s important to target the message to the location, time, and type of device to keep it relevant to mobile users. Pew findings, 46% Is Cyber Monday the new Black Friday? Last year, mobile sales on Cyber Monday were up 96% over 2011 (source: National Retail Federation, 2012). This year, Cyber Monday is expected to snag additional mobile sales from those who prefer the convenience of shopping from just about anywhere, rather than standing in line at a store. In the past, large retailers have benefited most from the huge crowds Black Friday attracted to the malls and big-box stores. Now Cyber Monday is leveling the playing field for smaller retailers, who can just as easily draw crowds to their online addresses as the big players. There’s never been a better time for small retailers to mount aggressive Cyber Monday promotions. of showroom shoppers still ended up purchasing in-store. Share this e-book! mdgadvertising.com/mobile-shopping How to Bag More Mobile Shoppers This Holiday Season | Page 5
  7. 7. Start early. Shoppers will. This season, a still-tight economy will continue to drive consumers to spend more time seeking out bargains. Even though many may not actually purchase until mid-December, research shows that mobile shoppers begin their online research long before then. To capture these early-bird shoppers, make sure your product or store ranks high in their search results. Mobile-optimized search is a must. 54% of consumers will start shopping before Black Friday, according to a recent Google survey. 40% will begin before Halloween, concludes the National Retail Federation. 37% of consumers say they’ll use search to look for gift ideas. Share this e-book! The holiday message: mobilize your marketing to keep pace with mobile shoppers. Marketers who hope to benefit from the trend toward mobile shopping need to mobilize their efforts. It’s not just a matter of resizing ads for smaller screens. It’s about addressing the way users will interact with your messages while viewing those screens. Those who convert their marketing tactics early and successfully will capture their share of this lucrative mobile market­ . mdgadvertising.com/mobile-shopping How to Bag More Mobile Shoppers This Holiday Season | Page 6
  8. 8. Source Articles (Article titles are clickable and will navigate to the Internet) Ecommerce Trends That May Help Brands Connect 56% of American Adults are Now Smartphone Owners From Brick-and-Mortar to Mobile Click-and-Order: Which Retailers are Carving Out Space in the M-Commerce Market? A Contest from Target with a High-Tech Twist In-Store Mobile Commerce During the 2012 Holiday Shopping Season Showrooming Not Happening as Much as Retailers Think: ForeSee Why Cyber Monday is Bigger than Black Friday Cannes 2013 Video: IAB Mobile isn’t a Screen, it’s a Behavior Black Friday 2013 Predictions from blackfriday.fm Ford Fuels up Print Brochures with Mobile Shoppers Can Get a Jump on Holiday Shopping Five Marketing Takeaways from SORO 2013: Marketing and Merchandising Pinterest Marketing Tips: Holiday Strategy Record Email Opens Driven by Mobile and Targeting How Mobile is Transforming the Shopping Experience in Stores A Mobile Shopper’s Journey: From the Couch to the Store (and Back Again) Holiday Consumer Intentions 2012 Data Dive: Mobile’s Influence This Holiday Season Smartphone Owners Want More Mobile Information in Stores Holiday Shopping More Mobile Than Ever How to Spend on Social During the Holidays Smartphone Ownership 2013 Share this e-book! mdgadvertising.com/mobile-shopping How to Bag More Mobile Shoppers This Holiday Season | Page 7
  9. 9. If you would like to receive future MDG e-books, subscribe to the MDG blog, or contact MDG Advertising for a consultation on how you can improve your holiday marketing strategy, visit us at mdgadvertising.com or call 561 338 7797. MDG Advertising | mdgadvertising.com Share this e-book! 3500 NW Boca Raton Blvd. | Suite 601 | Boca Raton, FL 33431 | 561 338 7797 275 Madison Ave. | 14th Floor | New York, NY 10016 | 917 969 5370 info@mdgadvertising.com

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