Archive for the ‘Mobile Marketing’ Category
With e-commerce spending reaching a double-digit share of all retail spending, online B2C marketers are devising push-and-pull strategies to grab the attention of consumers. These methods must provide assurance and convenience, while also standing out amongst other similar techniques in practice.
One way to do this is through digital applications, a slight shift from e-commerce to m-commerce. Not all shoppers are ready for this yet, but they soon will be and smart brands will be waiting for them when they arrive. Below are 3 ideas to drive online sales.
1. Blend Physical and Digital Interaction via a Unique Social Spectacle
Launch a provocative digital-based spectacle that causes consumers to gather in a physical space to engage with your brand and, ultimately, make a same-day purchase. Here’s how you do it:
- Connect the event with a phenomenon or cause (not related to the brand) that resonates with the target group.
- Include a digitally-based spectacle that consumers can interact with only through their mobile devices; the same tools they can then use to make a purchase.
- Bring consumers closer to the brand with a promotional offering they can’t resist.
Once they make the purchase on a mobile device via a digital application, allow customers to pick the most convenient route to obtain their goods (i.e. delivery or pickup).
While congregated, consumers can mutually influence one another’s purchases through group think, engendering effective social shopping.
If executed adeptly, the spectacle will wow the masses, including media. More importantly, it will induce multiple and instantaneous online purchases.
South Korean big-box retailer Emart did this with its ‘Sunny Sale-QR Code’ campaign. The stunt boosted sales and earned lots of free publicity.
Shoppers are better armed than ever. An increasing number use smartphones and tablets in stores to not only read product reviews, but to consult with friends about purchases. Below is a comparison of in-store digital media device use by gender.
Stay tuned for more insights.