Mobile Marketing Trends, Predictions for Retailers in 2015

A recent Consumer Electronics Association survey uncovered an interesting and emerging behavior that should be of interest to retailers in the year ahead: 58 percent of shoppers prefer using their smartphones to find information about products in stores instead of asking a sales assistant.

That says a lot about how connected and hyperattached consumers are to their smartphones and tablets as they navigate the retail environment. It says even more about the challenges for retail marketers in 2015, whose task it will be to "converse" with consumers on the mobile devices they stare at so intently (and intensely) within the aisles of their favorite stores.

The challenge: figure out how to capture consumers’ attention at the ideal moment of mobile engagement, and create mobile marketing experiences so tantalizing, relevant and timely that consumers can't turn away or say no.

The opportunity: make sure the mobile "conversation" is as friendly, helpful, productive and satisfying as a personal encounter with a salesperson.

Retail marketers need mobile marketing strategies and messages that drive foot traffic by attracting and welcoming consumers into their stores, backed up by satisfying and surprising incentives that encourage them to stay longer, entice them to spend more and invite them to come back again — i.e., transform them into satisfied, loyal customers.

Mobile Builds the Bridge
Given that consumers increasingly carry mobile devices with them (91 percent or more at all times), and that they rely on smartphone and tablets for dozens of tasks every day, marketers must think about the mobile device as a bridge to the broader marketing strategy. Mobile marketing can connect online searches, price comparisons, shopper reviews and print-digital-TV marketing campaigns, creating for the consumer a clear path to navigate the retail location. Once in-store, consumers can take advantage of specials, promotions and other surprisingly satisfying incentives deployed directly to their smartphones.

According to ResearchNow, 77 percent of mobile-powered consumers are willing to engage with brands if they receive something valuable in return. Retailers need to ensure that the content, promotions, offers and incentives they dangle in front of consumers are personal, thoughtful, relevant and satisfying, not one size fits all.

Mobile Marketing: As Personal as the Best Sales Assistant
Any retailer that's ever had an outstanding customer service experience with an in-store associate should keep that image in mind when crafting a mobile marketing campaign. The approach, tone, tenor and content delivered to a consumer's mobile device should be as personal, meaningful and satisfying as a great in-person encounter.

In the mobile environment, the content for interaction can be shaped by data from the device, now-emerging beacon technologies and other key sources. With that data in hand, marketers can craft personalized and meaningful incentives and messages based on consumers’ interests, how frequently they shop, how recently they've used a store's mobile app, where they are at any particular moment during their shopping trip, even whether they visit the men's clothing or housewares department more frequently. With each interaction, additional data can inform and refine the next communication cycle, creating for the consumer a sense that a useful "mobile" assistant is always nearby.

Make Mobile Seamlessly Satisfying
Mobile devices have changed society in many ways, especially around the concept of speed. Everyday tasks that used to require minutes or hours can now be completed in seconds, and today's tech-savvy consumers expect that their interactions with retailers will be just as fast, seamless and satisfying, too.

This "now" mind-set behooves retailers to make sure that their mobile messaging initiatives are fast, seamless and satisfactory to consumers who have little time to spare. Data that's available to marketers in this new environment can help them accurately target, retarget and optimize mobile messages that have the best chance of being acknowledged, acted on and able to deliver what every marketer wants: more foot traffic, more customers, increased sales, and customers who are more loyal and more engaged.

Ramsey Masri is CEO of OtherLevels, a San Francisco-based mobile marketing automation platform. Ramsey can be reached at ramsey.masri@otherlevels.com.