Mobile advertising spend is up 80% over the last year, but sales from mobile represent only 1% of commerce. While initial mobile performance seems low, analytics tools cannot fully measure mobile's impact because they fail to track how consumers use multiple devices before purchasing. To better understand mobile's influence, retailers must analyze consumer behavior and measure metrics beyond single-device transactions, such as how mobile drives in-store sales and new customer registrations.
Outlines key shopper retail research findings from an exclusive consumer study fielded in May 2016 involving shoppers from the US, UK and Germany. This outlines five ways todays retailers can address customer expectations and examples of who is doing it well, including Target, Home Depot, Pirch, Samsung, Starbucks and Nordstrom.
Digital tools are moving offline thanks to mobile devices, creating a generation of connected consumers in a hyperlinked world. People are using their phones to keep shopping lists, get information, solicit opinions and much more—all while cruising the aisles of brick and mortar stores. In this new reality, bits and bricks are no longer separate and "online" is everywhere.
As today’s consumer-driven technology continues to evolve, the at-retail environment is in the best position to utilize these new tools. Through mobile, retailers can engage shoppers on the spot, enhance their experiences and ultimately influence their decisions right at the point of purchase. Yet, many companies are overwhelmed with the rate of technology change and challenged to find ways to adopt technology into the right state.
At the POPAI Breakthrough Thinking Conference "Marketing at Retail Technology and Shopper Behavior: Reaching Retail Consumers with New Strategies" last Thursday (http://popai.com/tech), Allison Mooney and Caleb Kramer of MobileBehavior, a Tribal DDB Company, shared the latest insights on how consumers are using mobile devices while shopping and how marketers can embrace these behaviors to enhance the in-store experience. See their presentation here.
Whether good or bad, online reviews are a critical factor in the consumer’s path to purchase, across various industries. This presentation reviews the importance of online reviews, who writes them and why, the nature of them etc.Enjoy reading!
2014 Retail Insight: The Impact of Omni-Channel Trends for 2014 and BeyondSPS Commerce
You are invited to view a complimentary webinar featuring retail industry experts from Retail Systems Research (RSR) and SPS Commerce. Based on their latest research, including the 2014 Retail Insights industry benchmark report, you’ll learn what strategies your peers are deploying to improve omni-channel performance in 2014.
The webinar provides insights on:
• The state of the retail market—how many retailers have or will adopt the omni-channel? What steps are they taking?
• Which external and internal forces will impact retail the most in the upcoming years?
• Which technology and business areas are retailers, vendors and logistics firms making significant investments in 2014?
Mapping the Omnichannel Customer Journey: How to Engage People in a Mobile Fi...FollowAnalytics
Customers don’t think about channels, they think about their needs. Customers simply want to engage with your brand in the way that is the easiest for them, whether that’s email, in-app, social or in person. As a marketer it’s your job to connect the dots to understand your customers’ needs and serve them the experiences they expect.
This requires making sure intelligence from multiple sources are centralized so you can determine things like: What message is best to send? What platform is it best to send it on? What channel should you use?
In this webinar, guest speaker Julie Ask from Forrester, an expert in mobile marketing and channel strategy, will share valuable industry insights and best practices to help you put together an impactful omnichannel strategy that delivers ROI.
You will learn:
How to go beyond viewing users as data points and approach them on a personal level to increase the impact of your marketing campaigns.
How successful omnichannel strategies balance multiple platforms and communication channels with their customers.
How to break the mobile silo and fold mobile into your broader marketing strategy to leverage its full potential for engaging your customers in contextual and personal ways.
Speakers
Julie Ask VP, Principal Analyst at Forrester, serving Ebusiness & Channel Strategy Professionals
Gail Ennis CMO, FollowAnalytics
Ubiquitous Computing and the In-Store Shopping ExperienceRosetta Marketing
Jonathan Morgan, Experience Director at Rosetta, unpacks "Ubiquitous Computing and the In-Store Shopping Experience" in his presentation to UXPA Cleveland.
The global market for self service is experiencing growth, and research companies predict it will keep growing in the next few years. The main reason for growth is that self service can benefit both customers and companies.
Companies that deliver online self service are able to minimize costs (as long as service is provided efficiently) and benefit from increased customer satisfaction, customer loyalty, lifetime value and advocacy.
in terms of customer satisfaction, there is a clear preference for digital and multi-channel service. However, poor self service can cause the customer to abandon the channel. For organizations, self- service saves costs as long as the service is provided correctly and the information is synchronized between the different channels. Today, customer satisfaction is still very high when a live representative is involved, but our assessment is that in the near future, the picture may change following the entry of innovative tools that enhance the service experience significantly. We expect robots (or “bots”) to become the next preferred channel for self service, with the accumulation of data, which enables a better automatic service than ever before.
As the immediacy of receiving the products you need becomes a non-issue in e-commerce due to increasingly smart logistics, the main challenge left is the desire to try or feel the products first. This might be the simplest explanation for the rise of omni-channel, where the online, mobile or social channels, and brick & mortar stores, are mixed into a seamless shopping experience, each leveraging its own virtues and supporting the other channels at the same time. E-commerce is not, nor has it ever been, merely a ͞sales channel͟, and companies have adapted to this notion. ͞Don’t think of e-commerce as a channel. It’s a way for consumers to research, to buy, to experience brands and then, ultimately, to have them have fulfilled͟, says Coca-Cola North America’s EVP Sandy Douglas. E-commerce, therefore, is becoming a component of omni-channel commerce. Brick & mortar competitors establish digital presence, and previously pure-play digital competitors establish a physical presence. Recent acquisitions have established the market’s dynamics even further – e.g., Amazon’s acquisition of Whole Foods Market, and Walmart’s acquisition of Jet.com and Bonobos. More retailers today use stores as display spaces that support the need to try out and try on prior to purchasing online.
Outlines key shopper retail research findings from an exclusive consumer study fielded in May 2016 involving shoppers from the US, UK and Germany. This outlines five ways todays retailers can address customer expectations and examples of who is doing it well, including Target, Home Depot, Pirch, Samsung, Starbucks and Nordstrom.
Digital tools are moving offline thanks to mobile devices, creating a generation of connected consumers in a hyperlinked world. People are using their phones to keep shopping lists, get information, solicit opinions and much more—all while cruising the aisles of brick and mortar stores. In this new reality, bits and bricks are no longer separate and "online" is everywhere.
As today’s consumer-driven technology continues to evolve, the at-retail environment is in the best position to utilize these new tools. Through mobile, retailers can engage shoppers on the spot, enhance their experiences and ultimately influence their decisions right at the point of purchase. Yet, many companies are overwhelmed with the rate of technology change and challenged to find ways to adopt technology into the right state.
At the POPAI Breakthrough Thinking Conference "Marketing at Retail Technology and Shopper Behavior: Reaching Retail Consumers with New Strategies" last Thursday (http://popai.com/tech), Allison Mooney and Caleb Kramer of MobileBehavior, a Tribal DDB Company, shared the latest insights on how consumers are using mobile devices while shopping and how marketers can embrace these behaviors to enhance the in-store experience. See their presentation here.
Whether good or bad, online reviews are a critical factor in the consumer’s path to purchase, across various industries. This presentation reviews the importance of online reviews, who writes them and why, the nature of them etc.Enjoy reading!
2014 Retail Insight: The Impact of Omni-Channel Trends for 2014 and BeyondSPS Commerce
You are invited to view a complimentary webinar featuring retail industry experts from Retail Systems Research (RSR) and SPS Commerce. Based on their latest research, including the 2014 Retail Insights industry benchmark report, you’ll learn what strategies your peers are deploying to improve omni-channel performance in 2014.
The webinar provides insights on:
• The state of the retail market—how many retailers have or will adopt the omni-channel? What steps are they taking?
• Which external and internal forces will impact retail the most in the upcoming years?
• Which technology and business areas are retailers, vendors and logistics firms making significant investments in 2014?
Mapping the Omnichannel Customer Journey: How to Engage People in a Mobile Fi...FollowAnalytics
Customers don’t think about channels, they think about their needs. Customers simply want to engage with your brand in the way that is the easiest for them, whether that’s email, in-app, social or in person. As a marketer it’s your job to connect the dots to understand your customers’ needs and serve them the experiences they expect.
This requires making sure intelligence from multiple sources are centralized so you can determine things like: What message is best to send? What platform is it best to send it on? What channel should you use?
In this webinar, guest speaker Julie Ask from Forrester, an expert in mobile marketing and channel strategy, will share valuable industry insights and best practices to help you put together an impactful omnichannel strategy that delivers ROI.
You will learn:
How to go beyond viewing users as data points and approach them on a personal level to increase the impact of your marketing campaigns.
How successful omnichannel strategies balance multiple platforms and communication channels with their customers.
How to break the mobile silo and fold mobile into your broader marketing strategy to leverage its full potential for engaging your customers in contextual and personal ways.
Speakers
Julie Ask VP, Principal Analyst at Forrester, serving Ebusiness & Channel Strategy Professionals
Gail Ennis CMO, FollowAnalytics
Ubiquitous Computing and the In-Store Shopping ExperienceRosetta Marketing
Jonathan Morgan, Experience Director at Rosetta, unpacks "Ubiquitous Computing and the In-Store Shopping Experience" in his presentation to UXPA Cleveland.
The global market for self service is experiencing growth, and research companies predict it will keep growing in the next few years. The main reason for growth is that self service can benefit both customers and companies.
Companies that deliver online self service are able to minimize costs (as long as service is provided efficiently) and benefit from increased customer satisfaction, customer loyalty, lifetime value and advocacy.
in terms of customer satisfaction, there is a clear preference for digital and multi-channel service. However, poor self service can cause the customer to abandon the channel. For organizations, self- service saves costs as long as the service is provided correctly and the information is synchronized between the different channels. Today, customer satisfaction is still very high when a live representative is involved, but our assessment is that in the near future, the picture may change following the entry of innovative tools that enhance the service experience significantly. We expect robots (or “bots”) to become the next preferred channel for self service, with the accumulation of data, which enables a better automatic service than ever before.
As the immediacy of receiving the products you need becomes a non-issue in e-commerce due to increasingly smart logistics, the main challenge left is the desire to try or feel the products first. This might be the simplest explanation for the rise of omni-channel, where the online, mobile or social channels, and brick & mortar stores, are mixed into a seamless shopping experience, each leveraging its own virtues and supporting the other channels at the same time. E-commerce is not, nor has it ever been, merely a ͞sales channel͟, and companies have adapted to this notion. ͞Don’t think of e-commerce as a channel. It’s a way for consumers to research, to buy, to experience brands and then, ultimately, to have them have fulfilled͟, says Coca-Cola North America’s EVP Sandy Douglas. E-commerce, therefore, is becoming a component of omni-channel commerce. Brick & mortar competitors establish digital presence, and previously pure-play digital competitors establish a physical presence. Recent acquisitions have established the market’s dynamics even further – e.g., Amazon’s acquisition of Whole Foods Market, and Walmart’s acquisition of Jet.com and Bonobos. More retailers today use stores as display spaces that support the need to try out and try on prior to purchasing online.
Amazon might be the number 1 distributor of the last decade, re-inventing industries through Ecommerce, through a strategic focus on the customer. This report examines some of the tactics used by Amazon across industries.
With an impressive 70% viewing mobile ads as a personal invitation from brands rather than an invasion, it opens up new opportunities for brand advertisers to engage with their consumers.
The pace of commerce is ever accelerating. How can companies anticipate trends, stay ahead of the competition, and exceed customer expectations? Watch the demo at http://ibm.co/1VLM75j
Algorithms Over Brands: How to Reach Today’s and Tomorrow’s AI-Augmented Cust...Cognizant
The rise of AI-powered systems is delivering new levels of consumer-augmented intelligence that brands must understand and interact with in order to stay relevant in their business categories.
mCommerce - A Frsh Look At Why It Matters Doug Robinson
A brief overview of the growing mCommerce market, its characteristics and impacting trends. Our analysis looks into different segments of the industry: App-based services, On-Demand Services, Marketplace, Mobile Retail, Retail Enablement and Mobile Payments, and provides overall predictions for the future of the industry.
This deck shows how customer (self-)service can be re-imagined through messaging/texting, and how context continuity can be maintained atop of the explosion of available customer care channels.
Combining offline and online data to drive performance - ArabNet Riyadh 2015ArabNet ME
Speaker: Subra Krishnan, SVP Products and Marketing, Vizury, @subrakrishnan
Talk by Vizury; Combining offline and online data to drive performance
كلمة: تتبع المستخدمين والتحويلات في عالم غير متصل، فيزوري
المتحدث: صوبرا كريشنان، نائب رئيس المنتجات والتسويق، فيزوري @subrakrishnan
How are marketers combining their offline data with online data? How are they using it to drive performance and a stronger customer experience? What results are they seeing?
This white paper is focused around the way companies are redesigning their approach to loyalty, as traditional rewards programs fail to address customer expectations in terms of convenience, speed, and relevance.
In a world where we are always logged in and customer loyalties can switch with a few taps on a mobile phone, leading brands are rethinking the entire experience they deliver to their most loyal customers, in order to make repeat purchases a habit.
Our research, based on an analysis of 40 leading brands, examines how experiences designed to increase loyalty are evolving now and into the future.
Software is having an impact on everyone’s lives and we’re fascinated by its effect on user behavior. Building on our existing financial sector expertise, Beyond wanted to fully understand how people’s behavior is changing in one of the world’s oldest industries and what this change means for the future design of products and services in banking.
Cutting Through Chaos in the Age of "Mobile Me"Cognizant
Advancements in mobile technologies are impacting nearly every aspect of the retail industry. As our research confirms, retailers can no longer treat individuals and market segments as one homogenous entity. Winning in mobile commerce will depend on companies' ability to capture and analyze optimum, real-time data from digital, physical and personal sources, and deliver highly personalized, contextually relevant experiences to today's "markets of one."
In the 13th edition of the Tech Top 10s, explore 10 innovations in the realm of e-Commerce from all over the globe, as well as the Middle East of course.
Explore how you can shop through social media services such as Instagram and Twitter, by tapping on "likes" and #tagging or leaving "comments".
Also take a look at how one website connects Moroccan artisans with shopper worldwide.
You've probably come across PayPal, but have you ever heard of Arab PayPal? You will after reading this.
And finally, have you ever seen a Bitcoin ATM?
Making Mobile Marketing Budgets Count in the Age of Ad BlockingSyniverse
In this webinar, Syniverse’s Rob Hammond (@tech2dollars) and mCordis’s Paul Berney (@paulbmobile) examine the rise of ad blocking tools and the implications for mobile marketers. This presentation explores best-practice examples for optimizing engagement with mobile-first customers.
The role of m-Commerce in the new shopper landscapeiModerate
In this study we partnered with uSamp to take a look at the role mobile devices are playing in the new shopping landscape. Our qual-quant study reveals that while consumers are embracing the latest technology as another means to shop for products, companies still need to make improvements to provide better convenience and functionality for them on a mobile device. For marketers, understanding how to create an effortless consumer experience that makes shopping on a mobile device more appealing is just one major key to success. In this report you’ll find this and many other tips to inform and improve your mobile strategy.
The following presentation examines trends and best practices in Self Service, with respect to consumer trends, company strategies, tools and best practices in various industries.
We have reviewed the following types of Self Services:
Unassisted Self Service - where a customer can complete a transaction / receive the support he/she needs without requiring a human agent’s assistance at all. For example: online booking and ordering, online fund transferring, etc.
Assisted Self Service - where the customer can access the service at his/her own terms, but does require a human agent on the other side, for example: video tellers / conference calls, live chats with a live agent, email / SMS to an agent, etc.
Top new solutions from Google just in time for the 2016 holiday season. In this brief, we'll update you on the latest offerings and discuss the best ways that retailers can implement them.
Amazon might be the number 1 distributor of the last decade, re-inventing industries through Ecommerce, through a strategic focus on the customer. This report examines some of the tactics used by Amazon across industries.
With an impressive 70% viewing mobile ads as a personal invitation from brands rather than an invasion, it opens up new opportunities for brand advertisers to engage with their consumers.
The pace of commerce is ever accelerating. How can companies anticipate trends, stay ahead of the competition, and exceed customer expectations? Watch the demo at http://ibm.co/1VLM75j
Algorithms Over Brands: How to Reach Today’s and Tomorrow’s AI-Augmented Cust...Cognizant
The rise of AI-powered systems is delivering new levels of consumer-augmented intelligence that brands must understand and interact with in order to stay relevant in their business categories.
mCommerce - A Frsh Look At Why It Matters Doug Robinson
A brief overview of the growing mCommerce market, its characteristics and impacting trends. Our analysis looks into different segments of the industry: App-based services, On-Demand Services, Marketplace, Mobile Retail, Retail Enablement and Mobile Payments, and provides overall predictions for the future of the industry.
This deck shows how customer (self-)service can be re-imagined through messaging/texting, and how context continuity can be maintained atop of the explosion of available customer care channels.
Combining offline and online data to drive performance - ArabNet Riyadh 2015ArabNet ME
Speaker: Subra Krishnan, SVP Products and Marketing, Vizury, @subrakrishnan
Talk by Vizury; Combining offline and online data to drive performance
كلمة: تتبع المستخدمين والتحويلات في عالم غير متصل، فيزوري
المتحدث: صوبرا كريشنان، نائب رئيس المنتجات والتسويق، فيزوري @subrakrishnan
How are marketers combining their offline data with online data? How are they using it to drive performance and a stronger customer experience? What results are they seeing?
This white paper is focused around the way companies are redesigning their approach to loyalty, as traditional rewards programs fail to address customer expectations in terms of convenience, speed, and relevance.
In a world where we are always logged in and customer loyalties can switch with a few taps on a mobile phone, leading brands are rethinking the entire experience they deliver to their most loyal customers, in order to make repeat purchases a habit.
Our research, based on an analysis of 40 leading brands, examines how experiences designed to increase loyalty are evolving now and into the future.
Software is having an impact on everyone’s lives and we’re fascinated by its effect on user behavior. Building on our existing financial sector expertise, Beyond wanted to fully understand how people’s behavior is changing in one of the world’s oldest industries and what this change means for the future design of products and services in banking.
Cutting Through Chaos in the Age of "Mobile Me"Cognizant
Advancements in mobile technologies are impacting nearly every aspect of the retail industry. As our research confirms, retailers can no longer treat individuals and market segments as one homogenous entity. Winning in mobile commerce will depend on companies' ability to capture and analyze optimum, real-time data from digital, physical and personal sources, and deliver highly personalized, contextually relevant experiences to today's "markets of one."
In the 13th edition of the Tech Top 10s, explore 10 innovations in the realm of e-Commerce from all over the globe, as well as the Middle East of course.
Explore how you can shop through social media services such as Instagram and Twitter, by tapping on "likes" and #tagging or leaving "comments".
Also take a look at how one website connects Moroccan artisans with shopper worldwide.
You've probably come across PayPal, but have you ever heard of Arab PayPal? You will after reading this.
And finally, have you ever seen a Bitcoin ATM?
Making Mobile Marketing Budgets Count in the Age of Ad BlockingSyniverse
In this webinar, Syniverse’s Rob Hammond (@tech2dollars) and mCordis’s Paul Berney (@paulbmobile) examine the rise of ad blocking tools and the implications for mobile marketers. This presentation explores best-practice examples for optimizing engagement with mobile-first customers.
The role of m-Commerce in the new shopper landscapeiModerate
In this study we partnered with uSamp to take a look at the role mobile devices are playing in the new shopping landscape. Our qual-quant study reveals that while consumers are embracing the latest technology as another means to shop for products, companies still need to make improvements to provide better convenience and functionality for them on a mobile device. For marketers, understanding how to create an effortless consumer experience that makes shopping on a mobile device more appealing is just one major key to success. In this report you’ll find this and many other tips to inform and improve your mobile strategy.
The following presentation examines trends and best practices in Self Service, with respect to consumer trends, company strategies, tools and best practices in various industries.
We have reviewed the following types of Self Services:
Unassisted Self Service - where a customer can complete a transaction / receive the support he/she needs without requiring a human agent’s assistance at all. For example: online booking and ordering, online fund transferring, etc.
Assisted Self Service - where the customer can access the service at his/her own terms, but does require a human agent on the other side, for example: video tellers / conference calls, live chats with a live agent, email / SMS to an agent, etc.
Top new solutions from Google just in time for the 2016 holiday season. In this brief, we'll update you on the latest offerings and discuss the best ways that retailers can implement them.
Webinar: Get More from Mobile Search: Tips from Leading RetailersAdlucent
Curious as to why your mobile paid search program is not earning the same ROI as desktop? Well, you're not alone! Learn tips on managing your mobile paid search programs to increase mobile-sourced sales and influence online and offline sales.
Learn how shopping analytics can help answer these four questions:
• Is this a valuable ad moment?
• What is the value of the ad moment?
• What is my buyer’s context at this moment?
• How do I maximize the moment?
Strategic retailers analyze more than competitors paid search keywords. Learn new ways to to drive growth through data you already have.
This presentation was originally given at SES NY.
Making Retail Paid Search Predictive: New ways Retailers like OTC are using ...Adlucent
The retail space is volatile. In an industry that relies on short conversion times, fluctuating budgets, variable average order values, seasonality, and competing promotions, implementing a predictive paid search program that anticipates market trends and provides consistent revenue growth is a formidable task.
Five Keys to Profitable Growth with Google ShoppingAdlucent
With product listing ads (PLAs) now accounting for 30%-50% of paid search budgets, retailers must implement the right management and growth strategy in order to grow profitably. In this complimentary report, you'll learn five ways to grow your Google Shopping program. You'll also see how two retailers were able to achieve triple-digit growth in click-through rates, conversion, and revenue by implementing these tips.
White Paper: 4 Advanced Strategies for Google ShoppingAdlucent
Learn valuable tips about your Google Shopping program including:
How much spend should I allocate towards PLAs?
How should PLAs perform relative to my PPC program?
How do I optimize PLA performance?
What can I expect from the new Google Shopping Campaigns?
What's the right bidding strategy--CPC or CPA?
PLA 2.0: Strategies to Improve Your Program and Your PerformanceAdlucent
Congratulations, your PLA program running, growing and generating revenue for your business. Whether or not you’re happy with how it’s performing, one fact remains, you can always do better. PLAs have come a long way since their introduction in 2012, and if your program hasn’t changed much since you rolled it out, you’re probably missing big revenue opportunities.
We will break down how to audit and accelerate your program from two fronts—your product feed and your strategy. Download this white paper to:
- Ensure you’re capturing all relevant traffic
- Expand the number of products that are eligible to show PLAs
- Map search queries to the right products based on intent
- Select the best data to use in your bid management strategy
- Restructure your account to allow for growth
Why Your Business Needs a Mobile Websitee-point SA
Is it necessary for businesses to have a website for smartphones and tablets? Find out who are prosumers and what are their expectations. Check how to boost your business's reach and entice potential customers to contact it. Learn why a mobile website is important for a business.
Mobile Website - Your Secret Weapon in Gaining a Competitive Advantagee-point SA
Why will a mobile website give your business a competitive advantage? Who are prosumers and what are their expectations? What the heck is the difference between a mobile, responsive and desktop website? Find out how to achieve your business objectives in the most dynamically developing sales channel.
The spread of mobile technology has also opened up new data-gathering and analytics possibilities for retailers, but for many, turning the new waves of mobile-generated information into useful insights is still very much a work in progress. Analytics opportunities – and challenges – enabled via shoppers’ mobile devices are multiplied when consumers enter, or even come near, a retailer’s brick-and-mortar store. Mobile-enabled analytics can be used to gain a greater understanding of general traffic patterns and customer behavior, but can also be tied to individualized measurements of shopper activity.
5 Best Practices for Mobile Retail AppsJim Nichols
These days, you can’t talk about e-commerce without considering mobile. According to IBM, over 50% of 2016 holiday web traffic and 35% of sales came through mobile. Yet individual retailer results vary. The mobile measurement company where I work has visibility into mobile sales for hundreds of retailers. Across that sample, mobile’s share of e-commerce sales ranges from 15% to 90%. So, why do some succeed while others don’t? Here are five best practices to adopt for your retail app:
Mobile usage has exploded in recent years, and this has had a significant impact on our daily lives. Every activity has changed dramatically, from the way we socialize to, especially, the way we purchase. Smartphones are now ubiquitous, and they are necessary when shopping.
Read more here-https://www.ezrankings.org/blog/mobile-ecommerce-facts-trends-statistics/
Website Link-https://www.ezrankings.org/blog/mobile-ecommerce-facts-trends-statistics/
Tailored for Mobile: Why Apps are the New Black Amanda Laviana
Fashion retailers everywhere are leveraging shopping apps to deliver the most seamless shopping experience for their customers. Explore fashion retail's shift to mobile commerce and how Shopgate's iOS, Android and Apple TV apps are helping fashion retailers lift conversions, increase customer retention and significantly boost revenue.
Drive Potential Customers With Effective Mobile Marketingspocto
In a nutshell, customer conduct has changed significantly and the credit for this is shared among brilliant gadgets and platforms like Mobile search engines, Social Media and Mobile Apps. However, the real force which taps their customer potential is called Mobile Marketing.
CompaniesCompanies around the globe are using social media to co.docxdonnajames55
Companies
Companies around the globe are using social media to connect with their customers.
Consider an online social media network, such as Facebook or LinkedIn, and respond to the following:
· For targeting new customers, examine the advantages and disadvantages of using these social networks compared to search engine advertising.
· Provide specific examples of products that lend themselves more to social networks than to search engine advertising.
· Discuss how this avenue of marketing might be effective in the success of a new product associated with existing brands.
Write your initial response in 300–500 words. Your response should be thorough and address all components of the discussion question in detail, include citations of all sources, where needed, according to the APA Style, and demonstrate accurate spelling, grammar, and punctuation.
Due Saturday, June 17, 2017
Business Case #8
Planning and implementing effective mobile marketing programs
Abstract Mobile marketing is an ever increasingly important component of a firm’s overall
promotional strategy. The importance of this medium can be seen through time spent on mobile
media, number of searches, and direct and indirect mobile-generated sales. Despite its increased
importance, the effectiveness of mobile marketing needs to be improved based on such metrics as
bounce rates, add-to-cart rates, shopping cart abandonment, and average order size. Strategies to
increase the effectiveness of mobile marketing are discussed. Firms need to capitalize on the three
major strategic advantages of mobile marketing: (1) the fact that mobile marketing devices are
always on, always connected, and always with the consumer; (2) the ability to generate location-
sensitive offers; and (3) the ability to send relevant personalized messages and offers. Firms also
need to develop and implement an effective mobile marketing strategy through a series of
activities. These include understanding and reacting to the complexity of mobile marketing,
designing sites based on ease of use versus ‘bells and whistles,’ increasing opt -in rates, using
effective customer engagement strategies, and developing effective mobile coupons. Criteria to
evaluate the effectiveness of mobile marketing are discussed.
The current state of mobile marketing
For a majority of consumers, mobile devices have surpassed both desktop and laptop computers
as the principal gateway to the Internet (O’Kane, 2013). Mobile phones and tablets now account
for about 44% of all personal computing time, twice the level of 2008 (Duncan, Hazan, & Roche,
2014). According to one source, just over one-half of all searches on Google are now performed
on mobile sites (Graham, 2015). A recent Deloitte study found that smartphone devices influenced
almost $600 billion of in-store purchases, up from $159 billion in 2012 (Haims, 2015).
According to Shop.org/Forrester Research Inc.’s State of Retailing Online study, 58 % o.
Implementing Mobile Application on your retail StoreKoombea
Tech-savvy customers are the future shoppers, and mobile apps serve as the medium that will power retail into the future. Contact Us! We can help you build your ideas. https://koombea.com/contact/
Optimize Mobile for Cross Device ConversionsAdlucent
Over half of consumers use their smartphones to shop for products, but the vast majority still complete their digital purchase on another device. It’s clear that your customers are viewing and engaging with your mobile search ads, but it’s difficult to understand the full impact they have on sales unless you’re able to measure cross-device conversions.
View this cheat sheet to learn two ways to optimize mobile and track cross-device transactions.
This cheat sheet will cover how to:
>Use Google’s Estimated Cross-Device Conversions tool
>Find your estimated cross-device conversions percentage
>Optimize bids based on your cross-device estimates
Junivo Solutions - Smart Touchpoint PlatformMurat Eren
Know your customers, engage better and use data driven decision making
Smart Touchpoint Platform provides a powerful all-in-one Wi-Fi based in-store analytics and mobile marketing solution for PFEs (Public Facing Enterprise)
Whitepaper 11th april 12 how to use mobile as a marketing tool
White Paper: Mobile Advertising
1. Mobile advertising spend is up approximately 80% over the last year, but sales
generated from mobile remain low, representing one percent of all commerce. With
such low performance, why do retailers continue to invest?
The fact is the data is deceiving. The impact that mobile advertising has on retail is
actually much higher than what is reported. The analytics tools that we use to measure
mobile performance are unable to report its full impact. By understanding how
consumers use mobile devices in their daily lives we are able to see the true impact of
mobile advertising.
According to an IPSOS/Google study, 90% of consumers use more than one device
before they make a purchase, however our analytics fail to show how people move
from one device to another before they convert. Without this data, we’re measuring the
performance of each device against one another instead of how they influence each
other. The analytics that we have today aren’t measuring the impact of mobile on sales
because they can’t capture the full shopping experience.
In the next year there will be more mobile devices connected to the Internet than
desktop. In the next two years, 50% of Internet traffic will come from mobile devices
(Millenia Media). If mobile isn’t working for you today, it will be a growing issue for you
in the future. Retailers must figure out how to invest, measure, and optimize mobile,
and it starts with understanding consumer behavior.
Here are five ways retailers can measure the influence
of mobile advertising on their business today:
1. Make it easier to check out
The average mobile device has 24 clicks or form entries. This poor customer
experience has resulted in a 97% cart abandonment rate for mobile (IPSOS/Google),
compared to 67% for desktop (Baymard Institute).
Mobile shoppers are also wary. Only 40% of consumers think it’s safe to make a
purchase on a mobile device.
The latest
More on the evolution of mobile
advertising on our blog:
www.adlucent.com/blog
The Rise of Mobile
Consumers spend 30% of their
time on mobile devices and that
figure continues to grow. Retailers
have responded by investing
more in mobile advertising. Initial
performance results have been
unimpressive, but are the numbers
telling the full story? We’ll take a
look at how retailers can measure
the influence that mobile has on
their bottom line.
By Michael Griffin, CEO, Adlucent
DOES MOBILE ADVERTISING
ACTUALLY WORK?
Five simple ways to measure mobile advertising performance
2. There are two ways retailers can improve the checkout experience:
1. The main culprit here is the credit card and account creation process.
The majority of consumers want to be able to check out in a couple of
clicks. Until you have a broad user base that can easily login and checkout
with their own payment credentials, the biggest improvement we’re seeing
is when people implement a third party payment system like Paypal Express
and Google Instant Buy. With 120 million accounts, Paypal has a huge share
of the payment processing market. Retailers like Crutchfield are reporting
a 20-30% increase in CVR when offering Paypal (PayPal study). Google
Instant Buy should not be confused with Google Wallet. The free service fills
out consumer data and the retailer then processes the transaction.
2. A second option is biometric checkout which allows for fingerprint and
voice authentication. Devices such as wearables (like Google Glasses) will
only become more complicated to transact on so finding new ways to allow
shoppers to convert quickly is imperative.
2. Help facilitate the movement between devices
Retailers must make the shopping experience easier for the 40% of consumers who
browse on a mobile device but make a purchase on a desktop (Comscore). When
shopping online, consumers will access a product they’re interested in through three
ways: email, going directly to the website, or through search.
One way to simplify this process is through add an “email me this link” button on each
landing page. Many retailers give shoppers the option to email a link to a friend but most
people will simply email the link to themselves. Less than 40% of retailers currently do
this. A tracking code should be added to each email that’s generated so you know which
mobile ad led to the sale. ASOS is a retailer that’s currently doing this well.
3. Change analytics from device and channel view to customer view
Google’s success depends on being able to track value across multiple devices. In
October 2013, they rolled out Estimated Total Conversions to deliver a better picture of
how Adwords drives conversions that take multiple devices to complete. In one Google
study, advertisers in the travel industry were able to measure 8% more conversions than
they were able to before, and 33% more conversions that originated on a mobile phone.
It will be interesting to see how this impacts retailers.
Retailer Perspective:
“Mobile unlocks incredible
opportunities and gives you
access to your customers that
you’ve never had before. Think
about how your customer moves
across all devices. Remember that
we don’t have it all figured out,
there is still a lot to learn.”
– Sarah Rose, SVP of Product
and Growth, Modcloth
Retailers to Watch
• Modcloth
• Best Buy
• Nordstrom
• Sephora
• Target
3. 4. Use geographic parting to test the impact of mobile on online and
offline sales
At Adlucent, we use geographic parting to run a variety of tests for our customers,
and it’s especially useful for measuring the value that mobile advertising has on
online and offline sales. Retailers should start by splitting the United States into
two even segments, taking into consideration demographics, shopping behaviors,
and any other factors that may result in different buying behavior. Next you’ll split
campaigns into two groups and turn mobile advertising off in one region and allow
it to run in the second. Measure performance based on direct sales on mobile and
indirect lift on online and offline sales by region. Watch the impact mobile advertising
has on other parts of your business―online sales, offline sales, catalog, telephone
purchases, and more.
5. Expand the definition of success
According to Nielsen, 77% of smartphone-based purchase activity occurs in store.
RadioShack has led the way in tracking the influence that mobile has on brick and
mortar stores. They have a store within five miles of 90% of people in the United
States, totaling 5500 stores. They found that 40-60% of people who clicked on a
store locator with a mobile device actually visited a store. Furthermore, 85% then
made a purchase. There is no more guesswork―they can assign a value to every ad
that results in the clicking of a store locator.
Technology providers like RetailNext, Placed, and Euclid are doing great work around
in-store analytics and heat mapping.
Retailers can and should measure the impact of microconversions like this to
understand the true value of mobile. Other actions you can assign a value to include
calling a unique phone number linked to an advertising campaign, downloading an
app, or registering as a user.
Fashion apparel retailer Modcloth uses their mobile site to encourage new user
registration. They use IDs to understand how customers who are signed in interact
with them over time and across devices. Instead of focusing purely on driving sales
on mobile devices, they are interested in driving new registrations through mobile
ads. Once the user is registered, they can follow up with that customer using
email to convert them into a paying customer. They are then able to assign value
to the mobile ads that generated the registration because they’re able to track the
likelihood of that visitor becoming a paid customer.
Mobile Search Tips:
1. Study Buyer Behavior
2. Optimize for Device
3. Develop a Customer
Acquisition Strategy
4. Test a Portion of Your
Products then Refine
4. Modcloth doesn’t look at traditional metrics like conversions per visit, rather they look
at revenue per unique shopper. They are then able to invest in building the community
and activities to get the biggest share of closet. Ultimately metrics like lifetime value of
a customer is more valuable than mobile transaction numbers.
Does mobile adverting translate to revenue?
The results are lukewarm if we just look at mobile transactions as a result of mobile
advertising, but if you look at the full picture of how consumers are using their mobile
devices, it becomes a much more interesting story. Understanding how your customers
shop and engage with your brand puts the numbers in context. Your customers use
mobile devices as a step in the process and no step can be looked at in isolation.
Mobile usage is soaring and it will overtake desktop as the primary way to interact with
your brand in the next couple of years. To prepare for this future, we believe a shift in
mindset is what’s necessary. Look at the value generated per unique shopper, not per
visit. It’s a simple shift, but a powerful one.
Rather than looking at performance of any device in isolation, what’s required is that we
look at performance of our customers regardless of what device or channel they use to
shop and it just so happens that mobile devices are becoming your customers favorite
way to find and shop with you.
Get deeper insights with Applied Shopping Analytics
At Adlucent, we use Applied Shopping Analytics to help leading retailers understand their
customers and to apply the learning to today’s modern online advertising infrastructure.
If you’re interested in learning more advanced methods for measuring mobile
advertising, we can arrange a time for you to chat with an Adlucent digital marketing
expert. Simply visit www.adlucent.com to get started.
About the Author:
As the founder of Adlucent, Michael
is a leading thinker and innovator
with over 12 years of experience in
strategic search engine marketing
(SEM), bid optimization, consumer
demand intelligence and retail
analytics.
An active member of the Shop.org
Research Committee, Michael
participates in driving industry
research and sharing results with
retailers. Michael’s work and
perspective have been featured in
major media outlets, including
The New York Times, Inc. Magazine,
the Search Insider and TechCrunch.
Let’s Chat
w: adlucent.com/buyerpath
p: 1-800-788-9152
e: solutions@adlucent.com