The following information comes from a Mobile Marketer webinar just a few weeks ago. Mickey Alam Kahn, editor in chief for Mobile Marketer, gives a great video overview of the article and webinar. As Mickey says, "No longer can you avoid having a mobile presence during the holidays." Read below to find out why!
Consumers are turning to the mobile web and applications to research products, read reviews, and compare prices according to Ogilvy, an international advertising and PR firm. According to Gretchen Sheiman, partner and director for CRM at OgilvyOne Worldwide, if people "can get access to reviews and all the data that is out there that is more trusted than salespeople, they're going to turn to mobile."
According to a Steve Madden executive, more than 10.5 percent of his company's total web traffic comes from mobile devies; this represents 250 percent growth over just the past six months!
The footwear brand sold 7,856 products in that time frame via mobile, generating $520,866, with an average order price of $83.70.
InsightExpress predicts that research and purchases completed on mobile devices will continue to increase. Joe Liuzzo, senior director of marketing and mobile research at InsightExpress, said that "people are going to take advantage of small snippets of time to browse retail web sites and look for deals before they buy...and sites that are prepared and mobilized will be providing a good experience and encouraging repeat visits. The sites that are not optimized to be viewed on a mobile device are going to face a setback when they finally go down that path."
As we blog more about this topic, stay tuned for successful strategies in launching holiday-based SMS campaigns.
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