Retailer Track: Social Media & Technology
MOBILE IN THE MARKETPLACE:
UTILIZING MOBILE TECHNOLOGY AS MARKETING STRATEGY
Smartphone Marketing Introduction
Smartphones are transforming the in-store shopping experience. With $25 billion spent on
purchases made from phones and tablets, an increase of 81 percent from the year before, you
can’t afford to miss out on a piece of the mobile pie. This session will inform you of the latest
consumer shopping trends and teach you how to capitalize on those trends to grow your
Understand how today’s customers are shopping and how they get their information.
Learn how to stay technologically competitive using mobile friendly websites.
Understand how to use tools to improve your online and mobile presence.
Understand how today’s customers are
shopping and how they get their information.
Traditional methods are becoming less optimal:
•Internet news, not newspapers/magazines.
•Downloaded podcasts, music, online radio. Not traditional radio.
•TIVO and DVR rule while users watch less and less TV commercials.
•Traditional storefronts replaced by digital domains.
•Price comparisons easier for consumer.
Misconceptions about mobile marketing
•Tablets are the same as mobile
•Only the iPhone/iPad is important
•You need a mobile website makeover
•My customers aren’t using mobile
•Mobile isn’t important in my industry
Tablets are the same as mobile
•There are now 143 million smart phones in use in the U.S., and
71 million tablets.
•Mobile internet access enabled by smartphones and tablets has
nearly doubled the amount of time spent online since 2010.
•Tablet users spend, on average, 50% more online than do PC
•Looking at conversion rates, tablet devices deliver an average
2.63% compared to just 0.99% on smartphone.
•Furthermore, the average ticket for purchases made on tablets is
$125, 18% higher than the $106 smartphone average ticket.
•Smartphones and tablet computers will increase mobile Web
traffic by 26 times during the next four years
Only the iPhone/iPad is important
Google’s Android platform saw a 0.8
percent increase from January 2014 to April
2014, up to 52.5 percent market share.
Apple dropped by 0.2 percent to 41.4
percent, while Microsoft saw a slight
increase of 0.1 percent to 3.3 percent.
IDC expects Apple's share to drop from
14.8% in 2014, to 13.7% in 2018. iOS
volumes are expected to hit 184.1 million in
2014, growing to 247.4 million in 2018.
Growth of 20% this year will slowly drop to
year-over-year growth of 6.1% in 2018,
more in line with overall market growth.
Mobile/Tablet Operating System Market Share
You need a mobile website makeover
There are many ways to participate in the mobile device trend without a radical marketing
change. Here are some options:
•Enable users to buy online!
•Creating mobile landing pages, rather than an entire website.
•Send social media messages that highlight products on Facebook, Twitter, etc.
•Create videos that users can download to their mobile devices that emphasize product
•Use email marketing to send regular emails to opted in participants
•Use text message marketing to provide incentive
•Use Google Adwords to target specific devices
•Make your website mobile friendly by adding text phone number and address (if applicable)
My customers aren’t using mobile
•75% of Americans admit to bringing their phone
to the bathroom.
•40% of shoppers consult 3 or more channels
(often while shopping) before making a
•4 out of 5 consumers use smartphones to shop.
•70% of mobile searches lead to online action
within an hour.
•78% of retailers plan to invest in mobile this year.
(all stats from ConvinceandConvert.com)
Mobile isn’t important in my industry
•The global toys and games industry is expected to hit the $100 billion mark by 2015, according
to research from Global Industry Analysts.
•Market growth is being fuelled by video, console and computer games, with the industry also
benefiting from a growing adult consumer base as this group takes a greater interest in games as
a popular leisure pursuit.
• Industry players are focusing their marketing efforts on older children and adults, with small
children no longer considered the industry’s main target demographic.
•4 in 10 smartphone owners will research toys and search store locations on a mobile device
•51% of tablet owners use the device to look up products
•22% of tablet owners use the device to purchase products
(all stats from Toy Info)
Consumers are shopping on mobile
devices, and it’s growing
1. More than half of the U.S. population owns a smartphone
(57%, according to a Pew study) and Americans are spending
an average of two hours per day on their mobile devices.
2. With 8% of a person’s day spent looking a mobile screen, there
is a huge opportunity for mobile marketers to find customers
who are looking for local services, as well as m-commerce
customers who want to make a purchase online through their
smartphone or other mobile device.
3. The total number of mobile phone internet users will rise
16.5% in 2014 and maintain double-digit growth through 2016.
4. Smartphone users currently account for a majority of mobile
phone users in 10 of the 22 countries included in our forecast.
How can you reach mobile/tablet users?
1. Enhance your website to be mobile friendly.
2. Be active in introducing all of your products using social media.
3. Give incentives to users who opt in to your email marketing programs.
4. Use paid ads through Google, Twitter, Bing and Facebook.
5. Utilize remarketing campaigns in order to maximize each click.
6. Create romanticized and in depth product descriptions as to entice users to value the
7. Highlight products using videos and leverage that video on all other channels.
8. Create a custom application to better connect with customers.
Understand how to use tools to improve
your online and mobile presence
See how your website looks on various devices
Mobify allows you to create a mobile version of your website through an intuitive and user-friendly graphical user
This tool will test your site for dotMobi compliance and W3C mobileOK compliance, sets of mobile website standards that
ensure an optimal and accessible mobile-site user experience. It also looks for errors and gives you a user-friendly report
of any errors discovered. It's easy to use — just plug in the URL of your mobile site.
This checker performs various tests on a Web Page to determine its level of mobile-friendliness.
Want to see how your website looks on an iPad?
Mobile in the Marketplace:
Utilizing mobile Technology as Marketing Strategy