Mobile marketing ! The Last mile connect
Mobile marketing !
The Last mile connect In an ever changing market dynamics where captive audience has metamorphosed into shoppers and communication has evolved from information to engagement. Where retail is no more confined to a shop or a place but moved to a palm of the shopper its time Brands too add to their presence of Retail location a digital location 1.Mobile is arguably the closest you can get to the consumer. There is no other device that is as personal (everybody has their own phone), as pervasive (is with you all of the time), and provides the opportunity for proximity. As marketers seek to understand – and leverage – a consumer’s path to purchase, mobile devices have the potential to be a tremendous enabler.
2.It’s an established fact that consumers between 18-42 age group Reach online, and purchase locally at the stores why?? Local retail no wonder is called convenience store because of the Convenience factor , touch feel Process of buying , therefore when we compare sales conversion to engagement on line verses ofline 3.4% online versus 15% offline. More Buy offline 96.5% don’t buy online (US)Five senses stimulation People, Experience Path from online research to physical store sale increasingly critical
So what’s my Point . We have to get the balance right . we have to have the Local physical presence with all the branding and signage’s and same to be replicated on digital space (read digital streets ,the various digital persona which gives information to the customer… a big clutter and a challenge )
3.To crack this challenge you need to just think like a customer and how do they simply search for product or services .when we know for the fact that Mobile users want immediacy. When they conduct a mobile search they are ready to buy. Google reports that 9 out of 10 ( Dec.2012 report) mobile searches result in action. and 7 out of 10 result in action within one hour! 73 percent of mobile searchers look up and call businesses – Nielsen, 2012
The search buying Cycle
1.They simply type the product or service they are looking for ( paint dealers Lokhand wala Andheri west ) and followed by the place and location they are looking to buy .
2. Notice all top 5 results would be of local digital directory and not of any leading Brand or social page of the leading brand
3. Customergets the telephone number and address and chooses the destination and makes a purchase
Point to note is they have already made a purchase decision and in all probability they would have also decided the bard. Just for a moment think if you are able to connect with him while he is looking for information for paints with an exciting offer for paints at the moment you could in all probability convert him to your brand