According to the October 2010 U.S. Mobile Consumer Briefing, 59 percent of mobile consumers plan to use their mobile phone for holiday shopping and planning holiday celebrations, not including making phone calls. In 2009, the number was only 25 percent.
The iniquitousness of smartphones means that more people will be using apps, mobile websites, geolocation services, and more to assist them this holiday season. If your business is not present in the mobile world, then you are missing out on a prime opportunity to target holiday shoppers.
“Holiday shoppers are always in a time crunch, and in this economy, they’re in a budget crunch, too,” said Jacqueline Rosales, EVP, Business Development & Client Service, Luth Research. “Both of these factors have them relying on their mobile phone more than ever as a tool for finding bargains, the right gift and the quickest way to get to a particular merchant. This dependence makes the mobile channel a highly effective way for brands, marketers and merchants to reach consumers this holiday shopping season, including by mobile-enabling campaigns that involve traditional media.”
These will not be using their mobile devices by themselves. For example, 64 percent of mobile holiday shoppers expect to use their mobile phone before going to a store, and 12 percent anticipate using their device to respond to a TV, billboard or newspaper ad. Therefore an integrated marketing campaign for the holiday season is essential. Create a campaign that combines your advertising with your website. Or consider including QR codes with your print ads that link directly to the products online.
If you are running an eCommerce website, include an option to search for locations where a product is sold, along with the price, as those are the two most common holiday-related tasks that mobile holiday shoppers anticipate using their phone for.
“U.S. consumers increasingly view their mobile phone as their go-to device for shopping and managing their lives, and this survey shows how that trend will play out this holiday season,” said Peter A. Johnson, vice president of market intelligence, MMA, and author of the study. “Marketers, brands and merchants that ignore or underestimate this trend risk missing out on a powerful new opportunity for reaching and serving virtually every demographic group.”
OneIMS is a Chicago Web Design Company as well as a technology-based marketing service provider. We specialize in integrated such as Search Engine Optimization, Pay-per-click advertisements and email marketing. We employ cross-media marketing solutions that are designed to deliver results. Some of those solutions are Variable Data Printing, Personalized URLs and custom landing pages and triggered emails.