Google recently published a detailed and telling infographic regarding consumers’ mobile use during retail shopping. Not only did the chart show how shoppers were using their mobile device, but it also offered insights into how long they were using it, what type of products they were researching, and how likely they were to make an in-store purchase afterwards. After looking at all of the statistics, it once again becomes obvious that mobile marketing is a space with untapped potential, and TheMail is here to help you capitalize on it.
Yes, Google’s infographic offers up some in-depth research and highly valuable statistics, but there are two numbers that really jump off the page—79% of smartphone owners are smartphone shoppers, and the average time that a smartphone shopper is on their device while shopping in-store is 15 minutes.
Take a minute to think about how long 15 minutes is—that’s a lot of time to spend staring at a phone, especially while in a store. If affiliates can get those eyes on their specific site or deals, those 15 minutes present an opportunity to make some serious money.
Another extraordinary statistic in Google’s infographic shows that consumers choose search engines 82% of the time to serve as their primary in-store resource when making purchase decisions. Simply combining that statistic with the 15 minutes that shoppers spend on the phone and it’s easy to see that there’s a captive audience in the mobile space, ultimately accounting for the overwhelming majority of in-store shoppers.
So how can affiliates put these statistics to use and create revenue? One way is by offering coupons or vouchers that shoppers can redeem in-store via their mobile device. A model of how this may work best is demonstrated in a 2011 article from Has Offers that notes the resurgence of couponing. In their example, advertisers supply affiliates with a dynamic printable coupon, which the affiliate then transforms into a printable coupon for the user. When the user redeems the coupon, the affiliate gets credit for the sale and receives commission. This is pretty much exactly how the cycle would work in the mobile space, however, the need to print a physical coupon would no longer exist as shoppers could simply show the offer from their phone.
Taking this idea a step further, the use of location-based technology and push notification services could alert shoppers to special deals and discounts for whatever store they’re in, helping them save money while simultaneously boosting affiliate sales. Keep in mind though, 82% of consumers are researching products via search engines prior to purchase, so having strong SEO and a mobile-optimized site are really the only way that this will work.
What are some of your ideas for mobile marketing based on this infographic? We want to hear your thoughts in the comment section below.
Murray Newlands is an online marketing industry veteran, and the founder of TheMail.