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.
● 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
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: MarketingCharts.com; Ipsos MediaCT
Recently, we posted information on how small businesses are missing out on consumer’s shift to mobile. Nearly 80% of SMBs said they do not have a mobile solution. Nearly 85% of non-mobile small businesses said they plan on having some kind of mobile solution in the next 3 years. With that in mind,, we’ll look into the factors that small businesses should be cognizant of when creating a mobile solution.
● Half of all non-mobile businesses expect to have a mobile solution within a year, 22% said that they will be focusing on mobile in the next 1 to 2 years and 14% said it will be at least three years before they could implement a mobile solution. 16% said they would never invest in mobile
● The biggest factor that businesses investing in mobile should consider is device and platform capability – 60% of currently mobile small businesses answered this way
● Nearly half said that the ease of content authoring and content management was very important
● 46% said that personalization and easy customization should be considered
● 38% indicated that integration of external social media platforms was key
● Almost one-third remarked that CRM integration was vital to a successful mobile solution
● 22% said that adding video capabilities was significant and another 22% thought including push notifications was important
What Does This Mean To You?
There is no slowing down mobile. The technology continues to evolve and consumers are becoming more dependent on it. It more than just consumers use it for shopping, consumers mobile for virtually everything.
● The average US consumer uses a mobile device for over 8 hours per week
● The US smart phone owners have an average of 36 apps on their device
● Only 25% of apps are used on a weekly basis
Creating a mobile app is the first step, getting consumers to find the app, download the app and use the app is another challenge.
That’s something we’ll discuss tomorrow. For more information on increasing the visibility of your business, please contact:
Sources: eMarketer, Edurance; MarketingCharts.com
Consumers are fully engaged with mobile technology. Recent studies show
that 75% of US consumers own a smart phone and nearly half of US
households have a tablet. Recently we’ve posted articles on the growth
of the mobile only consumer. While national and regional businesses are
taking advantage of mobile visibility, small businesses are not as involved
with this key consumer medium.
Nearly 80% of SMBs don’t utilize mobile, here
are some of the factors preventing them:
● 50% said they don’t know how to build a
● 23% said they were too busy running their business and can’t maintain a mobile app
● 22% said it’s too expensive to develop a
● 5% are worried about the security risks
associate with mobile
What Does This Mean To You?
Mobile commerce continues to grow. Last year, Mcommerce reached over $200 billion, this year it’s expected to hit nearly $300 billion. By 2018, mobile will account for nearly half of all Ecommerce. Also, desktop/laptop penetration is deteriorating. Some studies are showing that mobile device use eclipsed desktop/laptop use last year.
All this adds up to one thing – by not including mobile in their portfolio, small businesses are cutting off a potential revenue source. Mobile technology continues to evolve and everyday new functionality that is developing that can drive consumers to your business.
The growth of mobile has made it cheaper to have a mobile solution that small businesses don’t have to build and are easily maintained.
Lots of businesses were weary of developing online solutions. How many of these businesses that did not adapt to online are still operational?
Consumers see mobile technology as an extension of their lives. By not embracing mobile, these small businesses are at risk of putting a barrier between themselves and customers.
For more information on how small businesses can better compete with regional or national competitors, please contact:
Sources: eMarketer, Edurance
Last week, we posted information on factors that can increase in-store sales. Today we are going to look at new information on the dynamics that can cause consumers to avoid making purchases in-store.
● Long lines were the top answer, 40% of consumers cited line length as a reason not to shop in-store
● Roughly one in four consumers said that too much traffic on the roads, lack of preferred merchandise and slow checkout were other factors that cause to consumer not to shop in-store
● One in five shoppers said that distance to stores were causes to avoid in-store shopping
● 16% said that lack of parking and out of stock items were factors that inhibit making purchases in-store
● 13% cited gas prices as a motive not buy things in-store
● Other things that moved people to avoid going to the stores to shop for the holidays were inconvenient store hours limited store associates and the lack of knowledge among store associates
What This Means To You
The majority of reasons why consumers don’t want to make their holiday purchases in-store is inconvenience. Digital platforms give shoppers the ability to research, compare and purchase on their timetable, not the stores. There are things you can do to mitigate these roadblocks and overcome the three basic buckets of inconvenience
Checkout: No one enjoys standing in line, that’s why checkout objections ranked so high. It can be frustrating to go through the time to brave the crowds, find the items you need and then wait around to pay for items. Mobile technology can help you overcome this objection. Mobile payment and mobile checkout are two. Many companies are just beginning to enter the mobile payment pool. Early results show that mobile payment does create a quicker, easier checkout procedure when the store associate is properly trained on procedures and can assist customers newer to mobile payment use. Before rolling out mobile payment, it is important to make sure your entire store employees are up-to-speed and comfortable with mobile payments. Mobile checkout is something else companies are trying when customers are buying larger items that may not need to be bagged. Many point of sale systems are fully capable of integrating with a tablet and credit card reader to for another checkout station that can be deployed throughout your store. Another idea to investigate is online order and payment with in-store pickup and implementation of express lanes.
Logistics: Traffic can be very bad with holiday travel and parking lots can be a mess. Getting consumers to travel to your store might require additional offers if you are in a distant location.
Free shipping has emerged as the offer most likely to entice customer traffic. Besides offers, customer service can be your biggest weapon. Also, offering gas cards for purchases about a predetermined amount can overcome some objections about cost of getting to your store.
Some larger powercenters and malls are employing trolley services to alleviate parking lot headaches. As an official sponsor, you could get the opportunity to have one of the drop off points be adjacent to your location or have the ability to coupon the riders.
Inventory: One of the reasons consumers don’t want to shop in-store for the holidays is out of stock items and not carrying items that consumers want. Your mobile and digital presences can help with this. By having the ability to check stock on any platform can encourage shoppers to visit your location. Some organizations are using “holiday wish list” functions to help consumers not only make sure items are in–stock but help locate where the items are in-store.
Beacon technology can direct customers who have your app on their smart phone to particular areas of your store. Your loyalty program can assist in reinforcing your message and remind them your have the merchandise they tend to purchase.
If your want to become a shopper favorite destination, look for opportunities to save consumers the one thing they can’t buy – time. For more information on how to increase your visibility and gain shopper traffic, please contact:
Posted in Holidays, Shopping
Tagged blackfriday, Christmas, consumer, customer, ecommerce, Holiday, mcommerce, store, thanksgiving, travel
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.
● 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:
Sources: xAd; Telemetrics
The mobile revolution has caused radical changes to the way consumers discover, research and buy goods and services. Think about how things have changed in just the past 5 years.
We’ve recently put up several specifically about mobile advertising –from where consumers see it to what they do after engaging with it. Today, we’ll look at how consumers’ mobile advertising has affected them.
● 33% think mobile ads have helped them find a nearby product
● Just over 30% say mobile advertising has introduced them to new products or saved them money
● 16% believe that they have influenced an in-store purchase
● 13% think that mobile ads are relevant to who they are and what they do
● Over 10% say mobile ads have influenced them to make a mobile purchase
What This Means To You
Mobile devices are more than just communication devices, the functionality smart phones
and tablets deliver has elevated them to be part of the fabric of consumers’ lives.
A recent study showed that 45% of consumers would give up alcohol before their
smart phone, 34% would give up chocolate and 13% would give up sex.
Since these devices are so important to your customers, mobile should be an integral part of your marketing strategy.
Think beyond ads, think of how consumers use their devices. Look for opportunities for engagement. Apps are a great way to keep your brand in front of consumers through targeted means.
Games are activity that is becoming more and more popular on mobile devices; these are also opportunities to investigate. SMS/Text and email are more than just avenues to connect with mobile consumers, they allow users to spread your message for you (and do it with more credibility than you can generate). Social can do the same. As the “Internet of Things” and connectivity of everyday products becomes more mainstream , mobile devices will gain added importance in people’s lives. Consumers consider mobile devices a tool to help them get through their day – you should think
of them as a tool to develop loyalty and new customers. For more information on how to leverage, please contact:
Sources: eMarketer; inMobi; Decision Fuel