Article

Eren Kocyigit
Eren Kocyigit 8 February 2016
Categories Mobile

How Retail And E-Commerce Marketers Can Win Mobile Moments?

Google defines mobile moments of consumers as ‘micro-moments’ and divides them into four: ‘I want to know’, ‘I want to go’, ‘I want to buy’, and ‘I want to do’ moments. These micro-moments are crucial to marketers since they can be regarded as critical touch points within today’s consumer decision making journey.

In each micro-moment stage, marketers should decide their mobile marketing and engagement tactics in order to ‘be there’, ‘be useful’ and ‘be quick’.

All these micro-moments are particularly important to retail and e-commerce brands, because these businesses are directly affected by the actions taken by consumers in their decision making journey.

This is strongly supported by the following statistics:

82% of smartphone users say they consult their phones on purchases they’re about to make in a store;

there is a 20% increase in mobile’s share of online retail session;

So what should retail and ecommerce marketers do in these mobile moments?

BEING THERE

Every marketer wants to ‘be there’ for their consumers especially at their mobile moments. That’s mostly because appearing in front of consumers at their mobile moments brings the highest conversion for marketers. For instance, a joint study by Google and Ipsos shows that 1/3 of smartphone users has purchased from a company or brand other than the one they intended to because of information provided at the moment they needed it.

Being there gives a chance to brands to address consumer needs at the right moment and to help their consumers to move along their decision making journey. In addition, being there helps marketers to deepen their relationship with their users in order to increase their loyal customers base and customers’ lifetime values.

Being there at consumers’ mobile moments such as mobile searches, app interactions, mobile site visits, or mobile video views is crucial for marketers, especially for Retailers and E-commerce firms.

Best ‘Being There’ Mobile Marketing Practices for Retail and E-Commerce Sectors

I-Want-to-Know Moments: 

At ‘I want to know’ moments, consumers are in exploring mode. At this micro-moments, they want useful information and sometimes inspiration.

For retailers, sending a push notification when their customers are in the store to provide further details regarding some products can be given as an example of being there at a ‘I want to know’ moments.

For e-commerce brands, an example can be in-app pop-ups that appear in front of customers who are searching for information within a mobile app.

I-Want-to-Do Moments: 

These are “how to” moments in which people need help. That’s why being there with the right content at these micro-moments is crucial.

For both retailers and e-commerce brands, mobile video ads targeted to ‘how-to’ sentences and related to products located in retail stores and websites can be used to ‘be there’ at ‘I want to do’ moments.

I-Want-to-Go Moments: 

At ‘I want to go’ moments, consumers are mostly looking for a local business or they are considering buying a product from a local store.

For retailers, mobile search ads targeted for specific locations can be used to increase foot traffic of retail stores.

Similarly, for e-commerce brands mobile search ads targeted to specific locations can be used to increase mobile sites traffic.

I-Want-to-Buy Moments: 

These are the moments where someone is ready to make a purchase and may need help deciding what or how to buy.

For retailers, sending discount via push notification by using a beacon or another location sensing technology when consumer is in a retail store can be given as an example.

For e-commerce brands, sending discount via push notification to a consumer who abandons his/ her cart is an example of timely engagement.

If you are interested in mobile marketing insights and best practices for retail and e-commerce sectors, DOWNLOAD Best Practices for Retail & Ecommerce to Win Consumers via Mobile Marketing Ebook Now!

If you want to try Netmera just contact us!

Original Article

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
7 reasons why social media marketing is important for your business

7 reasons why social media marketing is important for your business

Social media is quickly becoming one of the most important aspects of digital marketing, which provides incredible benefits that help reach millions of customers worldwide. And if you are not applying this profitable...

Sharron Nelson
Sharron Nelson 6 February 2018
Read more
‘Complainer marketing’ – should we harness rage to promote brands?

‘Complainer marketing’ – should we harness rage to promote brands?

As marketers, we're always looking to get the best results for our clients. But should we highjack the emotions of their customers to do so? No, as I explain in this post, you're better than that.

Tom Chapman
Tom Chapman 18 July 2018
Read more
8 Digital Marketing Trends to Watch in 2023

8 Digital Marketing Trends to Watch in 2023

The internet has conditioned customers to demand instant gratification, and that’s only set to continue. In 2023, customers will expect a response time of just hours. No more sending an email and waiting days for a...

Azeem Adam
Azeem Adam 3 May 2022
Read more
The Impact of New Technology on Marketing

The Impact of New Technology on Marketing

Technology has impacted every part of our lives. From household chores to business disciplines and etiquette, there's a gadget or app for it. Marketing has changed dramatically over the years, but what is the...

Alex Lysak
Alex Lysak 22 September 2020
Read more
Deep Link vs. Universal Link: Which One is Better?

Deep Link vs. Universal Link: Which One is Better?

Are universal link and deep link the same thing? There are some big differences, let's understand them.

Stefano Pisoni
Stefano Pisoni 17 March 2020
Read more