If you were to go back in time and interview any leading advertising guru, it is likely he or she would never believe that advertising through a phone could work, let alone increase business for clients. Yet here we sit in 2013 with mobile advertising dollars surpassing $9.6 billion per year.
Smartphones – and retailers’ accompanying apps – are a key tool in the shopper’s buying process. While the adoption of mobile payments still remains small, the power of mobile to influence shopping decisions (and ultimately purchases) continues to grow according to a recent Deloitte study.
In fact, Deloitte forecasts that in the U.S. alone, the impact of smartphones on retail sales will increase to between 17% and 21%, which is between $628 and $782 million in sales by 2016.
Nearly half (46%) of smartphone owners use their devices to research items before or during a store visit. Deloitte found a correlation: when shoppers use their mobile devices in-store they are more likely to make a purchase. Specifically, the study shows that 74% of shoppers that use a retailer or brand mobile app or visit their mobile site will make a purchase, compared to 66% of smartphone owners who don’t use a mobile app or site.
When measuring the success of your mobile app or mobile site, remember that it is a tool in the buying process. A good mobile experience can increase both in-store purchases and online purchases if you are set up to capitalize on both. Since shoppers now use multiple devices... Read more
I recently saw this outdoor ad at my subway train station in NYC.
It's advertising a mobile survey app. A couple of thoughts come to mind after seeing this:
1) I wonder how effective panelist recruitment is using an OOH ad like this? I'm sure average New Yorkers consider themselves "Opinionated" but would they actually stop and read this ad? And if they did, how effective can it be when the branding so terrible? There is a shot of the app with the "Surveys On the Go" logo and very small text at the bottom saying to search for the app. Why not add a QR code to this ad? (For the record, it was in an area where cell phone service was still accessible).
2) I wonder where else they are recruiting panelists/users. Are they specifically trying to recruit urban respondents? How representative would their users be for research purposes?
3) Has mobile research arrived? There are more and more survey apps popping up in app stores. Common online panels are asking their panelists to download apps and take surveys on their mobile devices. Are mobile survey apps the future for market research? Many companies are investigating how and... Read more
Two newspaper publications have recently evolved their mobile strategies. One is an example of what not to do. The other represents an evolution in the thinking around mobile and a case study model for a thoughtful and effective mobile strategy for a content publication.