Would you rather learn about a great sale on your favorite product from a friend or from an app? A recent study from Criteo shows that 80 percent of consumers prefer digital compared to 43 percent who prefer word of mouth. Since we now spend a massive amount of our time on our cellphones, the results of this research aren’t surprising. The convenience of having our phones always “on hand” makes life a whole lot easier. Whether it’s for social interaction, news, or shopping, modern consumers are reaching for their phones, and given respondents’ reports on retailer websites and apps, that trend is likely to continue.
Retailers are taking advantage of these consumer preferences by leveraging the latest in digital marketing to constantly improve the consumer experience. Convenience is the most important factor for people these days, and retailers understand that. As marketing evolves, omnichannel approaches are allowing retailers to reach consumers no matter where they are. In fact, 83 percent of shoppers in the UK identify as omnichannel. Retailers are reaching customers on a variety of platforms, ranging from mobile websites, apps, text messages, and email, offering to connect with consumers in whatever way works best for them.
Not only are retailers giving consumers what they want in terms of convenience, they’re also expanding their reach by creating new and exciting ways for consumers to interact with their brands. For example, McDonald’s is ramping up for some changes in its digital marketing that are going to “flip the marketing switch.” In fact, Adobe Advertising Cloud just launched a new app that will help marketers better meet consumer needs in ways that turn current brand experiences on their ear.
Although word of mouth will continue to play an integral role in marketing and consumer behavior, the omnichannel shopper clearly sees the potential of apps and mobile websites and embraces them.
All of these new advancements will be a win-win for consumers and retailers, driving up usage of new features and interest in new products, ensuring a more meaningful experience for everyone.
As we’ve learned, retailers are making a lot of improvements in the way they are interacting with their customers. Does this make you more likely to use mobile means to take advantage of it? What mobile investment are you planning over the next quarter or year? And how critical will mobile (and mobile advertising) during this year’s peak Christmas period?