Today I saw this good post on Mobile Marketing Watch about some mobile marketing offerings focused on engaging consumers while they are on premise shopping. Funny enough, the blog cites statistics similar to one I cited in this recent post of mine:
“…a recent Universal McCann study which indicates that 81% of smart-phone users interact with mobile media while shopping. The study also revealed that 53% of smart-phone users click on ads and 35% request more information or a coupon.”
It’s hard to ignore those statistics and some malls and shopping centers with the foresight to see the effectiveness of engaging shoppers via mobile are clearly taking advantage of the situation.
The post notes that it’s great to see mobile marketing services so focused on a niche and serving its requirements very specifically. I agree that’s often a winning play, but I can’t help but see a bigger picture that shows consumers living outside malls and shopping centers, and that shops locked into storefronts need to engage customers beyond that environment, even before they ever come shopping with open wallets.
To that end, I would suggest taking a multichannel view that extends beyond the confines of the shopping space to begin engaging potential customers in mobile dialogues. I think the malls and shopping centers that take this view stand to earn the lion’s share of dollars spent during the upcoming holiday season.
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