The 2011 holiday shopping season is experiencing a surge in mobile marketing as the deployment of apps, QR codes, and SMS campaigns are becoming more commonplace. And while billboard, print, and TV are time-tested mediums for broadcasting your mobile call-to-action that invites consumers to engage your brand, retailers this season are making more use than ever of their own in-store space.
Driving traffic into your store is one important goal of mobile marketing; engaging the consumers that are already there should be another goal, though one sometimes overlooked. This season, more retailers are advertising their mobile calls-to-action inside malls, on store windows, and at the point of sale.
A recent article in Mobile Marketer lists several specific retailers who have expanded their mobile campaigns this holiday season and are making greater use of onsite call-to-action advertising. And just walking around our area malls and outlets reveals retailers’ growing awareness that people are motivated to seek out discounts and deals via mobile.
When trying to develop an effective mobile campaign, the importance of a mobile-optimized website should not be overlooked. More people visit a store’s website via mobile than in any previous year, and people are quickly frustrated by sites that are not customized to the small screen size and tactile nature of mobile usage. A recent study by Google found that “78 percent of consumers surveyed prefer a mobile optimized site to a mobile app”. While a broad marketing strategy that utilizes a wide variety of mobile approaches is ideal, data about the general preference of sites over apps among mobile users can be helpful for retailers whose budget constraints might compel them to choose among strategies.
American consumers like choices and have many this year. Making your mobile calls-to-action highly visible, the accompanying discounts appreciable, and the entire experience convenient assures optimal competitiveness for your business this season.