Category Archives: Uncategorized

Multi-platform Moms

Yesterday, we posted information on how reliant moms are on their smart phones. In fact, moms are more than 2.5 times more likely to say that smart phones are their primary device. Well we all know moms are masters of multitasking, new research also show thay are masters of multi-platform.

shutterstock_80658865 copy● 76% of moms are online and watch TV at the same time, 60% do it on a daily basis
● Nearly 30% of moms use their smartphones at the same time they are TV all the time
● 16% of moms are on their iPad all the time while watching TV
● More than a third of moms are on their smart phone and 31% are on their iPad often while watching TV
● 28% are on their smartphones and 29% are on iPads sometimes while viewing
● Overall, 89% of moms who own smartphones use the devices while watching TV, 86% of moms who have iPads use them while watching

What Does This Mean To You?

Moms multitasking activities give you the opportunity to supplement the impact of your TV and online buys. The use of mobile devices allows you to increase engagement and relevance with any target audience. To get the full benefit, you’ll need to monitor social media and respond quickly. You need to be able to react to people posting things about your commercials or tweeting about them. This also means you will have to ensure your SEO programs are up to task. The last thing you want is for a consumer to see your add and to search for more information and not be able to easily find you.
I recently heard a great quote – Where’s the best place to hide a dead body?
On the second page of a google search balance,
For more information on creating lasting connections with potential
customers, please contact:

Sources: eMarketer; BabyCenter


How Consumers Learn About Apps

Over the past few days, we’ve posted information on the importance of mobile and apps are to small businesses. One of the biggest concerns among SMBs without a mobile solution is that they don’t know how to build a mobile app. Before embarking on any new tactic, you need to develop a marketing plan. Spending time and money to create something without figuring out how you are going to attract an audience to it will likely cost you a large amount of time and money on the back end. A recent study shows how consumers find out about mobile apps. This type of information is key to developing a successful mobile app strategy.

shutterstock_100334786● More than half of all consumers said they learned about an app they downloaded from friends, family or colleagues
● 40% found apps through browsing through an app store
● 27% discovered apps through search engines
● Nearly 25% said they learned about a download app from the company’s web site
● Just over 20% said they found out about an app they downloaded from the Television

What Does This Mean To You?

A majority of people found out about apps from the people around them.
This cyclical situation means that you definitely need an audience
development strategy.

Before developing any marketing plan, you need to ask yourself 2 questions:
● Who is my target audience
● What are my objectives/goal for this project or campaign
Both of these need to be actionable. That means that everyone is not a target
audience and make money is not a quantifiable objective.

In the case of spreading the word about an app. Start with telling consumers what the value you is. Sell them on the why, then tell them the how.
Promote it through your current loyalty programs and through social presences.
If you are a physical store, create signage promoting that you have a app.
Don’t forget about your current web site, create a direct link from your page to
whatever download portal you are using. It might be a good idea to create a
micro site to promote your app. Talk to your web developer about adding tags to
that site to drive specific app publicity traffic.
Once you’ve created a buzz, the next hurdle is getting people to download it.
For more information on creating a strategy to increase your visibility and
profitability, please contact:

Sources:; Ipsos MediaCT

What are Mobile Shoppers Looking For?

In yesterday’s post, we delved into the growing importance of mobile and some of the mobile innovations that are on the horizon. Today, we’ll look at what mobile consumers are looking for and how you can help create deeper connections with them.

mobile-shopping-iphone-feature● Pricing and location information makes up roughly 60% of all mobile shopping research
● 49% of consumers say they use their mobile devices to find deals
● Over half of consumers are looking for businesses within 5 miles of their location
● 53% of mobile shoppers called the business they were interested in

What This Means To You

One of the big reasons why mobile has taken off with consumers is the convenience these devices offer. The ways they make saving money more convenient is a big driver of mobile adoption.
Yesterday, we mentioned beacons and app Push Notifications.
The combination of these two things can help bring consumers into your store and help them save money. The first step for you is to get consumers to accept push notifications from your app/apps. Consumers don’t mind push notifications, as long as the messaging is valuable.
Way to encourage push notification acceptance is can range from adding it your loyalty program, contesting and in-store POS discounting. The other component is an app. If you don’t have one, talk to your developed about a cost effective app solution. If you have an app, consult with them about adding push notifications and proximity marketing capabilities. For more information on creating more impactful connections with your customers, please contact:

Al Fiala
Sources: xAd; Telemetrics

Memorial Day – Thank You

US Memorial Day

For those who’ve given the the ultimate sacrifice and their families
Thank You

Consumer satisfaction/dissatisfaction

Rick – Thanks for participating. l’ll keep on look out for any information consumer satisfaction trends and post on it.
Thanks again

Customer Service Becoming More Social

Customer service has always been a social interaction. Whether it meant calling a customer service number or writing a company, it’s always been about the interaction.
Today, the digital world has made it easier to for consumers to connect with companies and hopefully get issues solved. On the other hand, digital anonymity has created a whole other set of problems as well as how quickly one bad shopping experience can be spread throughout an entire peer group.
cs● 75% of companies say that customer service is integrated into their social media strategy
● Over 70% of companies said that social media has been part of their customer service strategy for at least 2 years
● One-third of companies said that social media has had a positive impact on their customer service interactions
● Nearly three-quarters of companies said that customers who contacted them through social media used wither Facebook or Twitter
● Nearly 60% of companies said that they reply to social customer service inquiries within 4 hours

Why is this important?

Social media is rapidly becoming a mobile first function – this will put an even bigger spotlight on social customer service. A bad shopping experience can be spread to an enormous amount of online friends and family at the drop of a hat. It also often happens while the bitter taste of the bad experience is still very fresh. A company’s rapid response and mitigation of the problem is essential to keeping your social reputation intact. Developing a set strategy can speed the time at which it takes to solve the issue. In today’s world, a 4 hour response time is much to long. Recent research shows that consumers expect a return phone call within 2 hours and a return email within an hour. Waiting 4 hours to start to resolve a customer service issue will most likely to be very satisfactory. The quicker you resolve the issue, the less damage that will be done. It may also result in the consumer spreading positive information about your business. For more information on the importance of a positive social reputation management, please contact:

Al Fiala

Source: Social Media Today

The Big Question – In-Store or Online This Holiday Season

For many businesses, the holidays are the difference between profitability operating at a loss (hence the name Black Friday). For a large percentage of retail businesses, holiday consumerism represents between 20% and 40% of total sales.   Consumers aren’t just choosing amongst what stores they spend their money at, they are also choosing between virtual and physical shopping locations.  New research looks into why consumers decide to either shop online or in-store from retailers.

why-a-shopping-cart• The number one reason consumers shop online from a retailer is because they want to avoid the crowds.  28% of shoppers said this.  Year over year, avoidance of crowds as a reason has slid slightly.

• The top reason people said they wanted to shop at a retailers brick and mortar store was they want to touch and feel the item before buying it.  22% answered this way

• 15% said they preferred to shop online because they get better deals

• 14% indicated they preferred to shop in-store because they like to browse, 13% said they like to shop in-store because they like the experience of holiday shopping

• 5% said that they preferred shopping online because there was a bigger selection available to them

What Does This Mean To You?

Depending on your strategy, there are always tactics to that promote either online or in-store shopping.  Each also has their down side.  While online shopping may reduce certain costs for a business, it often can put a strain on their back of house systems.  Online only shoppers are less likely to make spur of the moment purchases.  In-store shopping may inspire the purchase of addition items.  There are a myriad of extra costs from floorplan to commission.
The reasons why people shop online or in-store, can also be used to create policies that draw the sales from the other side.
Special sale hours limited to preferred shoppers can help you sway online shoppers into stores because you’ve eliminated crowds as a deterrent.
Detailed product descriptions, product videos and easy return policies can help move physical store shoppers to your virtual space.
Price matching may mitigate the online shoppers search for the best deal. Using product recommendation and showing what similar shoppers bought aid browsers because more virtual in their shopping habits.  The first step is to have a plan. For more information in creating winning holiday strategies, please contact:
Al Fiala

Source: Accenture Research