The Friday Five: September 25 - October 1, 2016
- Friday Five
- Read in: 2 mins
- by: Alexis Prousis
Success will depend heavily on mobile marketing this holiday season. FYI, over 50% of searches made online are done on phones. It’s evident how mobile influenced the purchasing funnel and challenged brands to adapt and become omnichannel. Consumers are now more impatient than ever; according to Google, 53% of mobile sites are abandoned if the page takes longer than three seconds to load. Yes, mobile is definitely key this holiday season; more advancements in express paying and virtual reality are coming into play too.
John Costello, former Dunkin’ Brands president and chairman of the MMA’s board of directors, explains that big data analytics such as demographics are a less accurate when determining consumer behavior. Today, location is essential to understanding the consumer and predicting future behavior. Through the utilization of both mobile and location-based data, companies like Dunkin are able to identify their customers purchasing decisions such as where and when they buy coffee. Are brands able to target their advertisements and promotions quickly, satisfying the unique needs of each consumer?
Apple’s decision to move towards wireless Bluetooth earphones with the new iPhone 7 stands to create growth within the mobile marketing industry. The wireless headphone jack requires the user to enable Bluetooth more frequently, opening up the opportunity for proximity marketing. Retail stores are introducing beacons that utilize Bluetooth technology to send targeted advertisements to mobile phone users within the specified geo-fence. With more iPhone users enabling Bluetooth to listen to music, more consumers are opening themselves up towards targeted mobile advertising, keeping them informed about their favorite brands and promotions.
Over the past two years, McDonald’s has expanded into the mobile advertising industry, advocating the effectiveness of location targeting and its role in understanding the customer. Through the use of geo-data McDonald’s received clear actionable consumer insights such as: identifying loyal customers, what promotions prevented brand switching, and patterns regarding which store the customers frequented the most. Quick service restaurants are competing for relevancy and a chance to draw in consumers based on immediate location.
E-commerce has changed the nature and the importance of the physical store. In order to maximize a site’s traffic and sales, companies are focusing on creating a smooth checkout process that simplifies the purchasing process for consumers. Neiman Marcus is shifting focus to micro-location to offer consumers a more accurate experience and to learn more about their shopping habits and patterns.