Regardless of what sort of device they use, many consumers are browsing the web spry for places of business near them. Not only do consumers use their smart phones to find businesses, they actually use them while shopping, dining and spending.
A recent study showed that 34 % of smart phone users will comparison shop on their device while in a store– nearly 30 % will look up reviews while shopping– 21 % searched for coupons to use instantly– 12 % opted to buy online as opposed to in-store and over 5 % browsed for a recommendation on the business or product from their friends.
Consumers age 25-44 are most likely to comparison shop and browse for reviews on products, services and businesses using their mobile devices. If these ages are in your target demographic, this lets you know that location-based mobile marketing services would likely be used by your target customer.
When it comes to location-based mobile marketing, coupons are increasingly popular. 34 % of smart phone users have redeemed an online coupon and 18 % have redeemed a mobile coupon. Another growing outlet for location-based mobile marketing services is QR codes. Over one-third of mobile devices have a QR code scanner.
As a matter of fact, all location-based mobile marketing trends are on the upswing. Last year, over half of all local business searches were conducted via a cell or other mobile device including a tablet or web-enabled iPod.
Location-based marketing services are now getting even more local with the emergence of proximity marketing. Already huge in Japan, proximity marketing is now trending in Europe and spreading to the US. Using proximity marketing, the nearness of a consumer to a specific object or physical location triggers a specific action.
NFC chips, QR codes and other new technologies can provide consumers with an interactive experience. QR codes particularly are attractive for both consumers and vendors because they are free to set up and easy to use. As more businesses use QR codes, their increased presence will increase consumer interest and use of the tool.
As more and more consumers seek to engage with local businesses, it will become more critical for entrepreneur to equip their establishments to accommodate the increasing demand for mobile interaction.
Consumers now prefer establishments that offer free Wi-Fi and this baseline service will be a necessity if you wish to expand your mobile strategy to embrace proximity marketing. By hosting Wi-Fi services for customers, you’ll have the ability to offer fast-loading content attached to proximity items for instance QR codes and NFC chips.
Superior proximity tools for instance iSign allow you to ping a customer’s smart phone when they enter or near (3,000 feet or less depending on your platform and technology) your establishment and ask if they would like an offer from your establishment. The mobile consumer can click yes or no. Current response rates are nearing 25 % and may induce drive-by customers that may not have been planning a visit to your store to come by and transact with you.
Mobile marketing is here to stay, prevails and constantly evolving. Ignoring this trend will be at great peril to your business. The good news is that many aspects of mobile marketing have a very low cost to use and a low barrier to entry. If you don’t have a mobile marketing strategy, now is the moment to develop one.