Foot Traffic Still Trumps Web Traffic

Foot Traffic Still Trumps Web Traffic

Spending Spree Happy Woman Shopping with Paper BagsEverybody on the planet knows that the use of mobile devices is surging. But we’re nowhere near the saturation point. According to estimates from eMarketer, by 2018 the number of smartphone users will climb to a hefty 2.5 million globally. But if you’re a brand marketer of retail products, do not go throwing all of your eggs into the mobile basket. Because, despite the growing popularity of online purchases, brick-and-mortar stores still capture the lion’s share of retail sales. Over 90% of these transactions, in fact. That’s a lot of foot traffic demanding your undivided attention.

So where does that put mobile devices in the marketing cosmology? Have we been overestimating the power of the almighty smartphone and tablet? Not really. We simply need to reorient our thinking to understand the true potential of these gadgets. Required is a realistic view of mobile instruments and their role in the purchase decision. As it turns out, it’s a very important role indeed, even if the devices aren’t primary purchase points. And probably won’t be for quite some time … if ever.

What mobile devices are, however, are first-rate info providers. According to the ‘Mobile Path to Purchase’ study conducted by xAd, shoppers doing product research while on the go are 45% more likely to buy that product within one hour than are at-home researchers. Furthermore, the same study reports that 44% of consumers regard mobile devices as an important aid in their purchase decisions. Retail brand marketers who know when consumers are conducting their mobile research have high-value, actionable info.

Location, Location, Location

Marketers can use the information captured from smartphones to build a bridge connecting mobile research to the in-store experience. Location marketing is fast becoming an excellent means for accomplishing this goal.

Location marketing puts consumers in a specific context, enabling retail advertisers to understand their needs and craft messages and offers to match those needs – immediately. Consumers want something now; location marketing shows them the best way to get it.

But that’s just the tip of the iceberg. In the very near future, location data will utilize previous buying patterns to pinpoint where consumers are most likely to go next. If the probable destination is another brand, marketers can craft messages that lure them away from the competition.

If you have any questions or comments about mobile marketing, or about any other brand-related topic, feel free to send them our way.