This terrific article on Mobile Marketer today should serve as a wake-up call to any marketer not already planning their holiday promotions, but especially marketers not making mobile a centerpiece of such plans.
For many reasons, mobile marketing may see its most widespread application ever during the upcoming holiday shopping season. A low cost of entry along with the potential for a big pay back makes mobile a good fit with the current economic climate. Regardless of what forecasters say of holiday spending levels relative to last year, consumers WILL spend. Marketers have a great chance of capturing those dollars with the help of mobile campaigns. Consider this quote from the article:
“Recent studies from Universal McCann have shown that 80 percent of mobile Internet users browse the mobile Web while shopping.”
This means marketers have a chance to engage with and influence consumers when in close proximity to their stores. It also means smart marketers will start RIGHT NOW developing ways of ensuring customers end up spending money in their stores by building lists of opt in customers, thus establishing a Mobile Customer Data Asset that captures preferences and other information to direct relevant offers and communications aimed at shopper wallets.
Personally, I am excited to read post-Holiday season about all the creative and effective ways marketers used mobile to engage their customers. Good luck!
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