Retailers See Advantages to Having Mobile Strategy

As the business world becomes more and more digital, retailers are scrambling to keep up with changing technology to capture the interest of buyers. Many of them offer online shopping experiences. They have seen the benefits of having a mobile strategy, such as offering online coupons to customers, according to experts.

More than 2 billion people use smartphones worldwide, said Mobile Marketer. Advertising designed for phones, tablets and laptops is more than half the total digital advertising market expenditures. People are spending more than $100 billion a year, $40 billion in the United States.

Also, Google reports that more than 50 percent of its searches are done via tablets or phones. U.S. customers are using the applications on their phones more than they ever watched television. Almost 80 percent of Facebook ad revenue comes from mobile ads. In addition, Google is now penalizing companies with Web sites that aren’t mobile-friendly.

These are the reasons, companies are beginning to take notice of mobile marketing. They are beginning to see the need for mobile strategies beyond their regular marketing campaigns. Mobile strategies must incorporate things, such as mobile in cars, watches and more. Wearable technology is growing in popularity. Companies are capitalizing on combining wearable technology with clothing sales or specials. Sending customers special offers to their car, watch or phone is resulting in more loyal customer base and more sales.

Mobile commerce is skyrocketing, reported Business Insider. The retailers that have adopted a mobile strategy are gaining significant ground by mobile commerce. People are using their phones to shop, pay and use special offers. These coupons are making customers happy, who turn around and review a store or purchase with their phones. Happy customers are providing positive reviews, which is translating to higher sales for retailers. Mobile coupons are being used everywhere: 41 percent of mobile coupons users said they had redeemed coupons at the grocery store, 41 percent said they redeemed coupons at department stores, and 39 percent at clothing stores, the Insider said. Mobile coupons also benefit the retailers by capturing data, such as how many coupons were redeemed, global positioning systems-tagged locations and device-specific data.

Loyalty programs are becoming necessary for retailers. Many food establishments are offering free food when people download applications. People are using these apps and reward cards when they are shopping through their mobile devices and their key chains. Retailers that don’t offer these digital loyalty programs are missing opportunities for greater sales.

Retailers need to personalize content to attract customers. As stores collect data on personal buying habits, the customers, in turn, expect stores to target them directly with the right content and special offers. Retailers are realizing this trend and working to address the situation. Smart marketers are using location, time, identity and personal data to their advantage with specific differentiated experiences.

Stores also must have a mobile strategy because advertising for phones will prove different from advertising for desktops or Web sites. Without understanding how ads for phones will benefit stores, they will lose customers.