Mobile Drives Awareness, Consideration & Conversion

The mobile connection is ubiquitous. iPads, iPhones, Droids, etc. are everywhere! There is not a day, yet alone hour, that you see someone checking her phone for some update. Many big-name retailers are using this growing opportunity. They are moving to use mobile devices and communication to connect and engage with their customers and prospects to drive the purchase roadmap — thinking about buying, researching her buy and then actual purchase — whether they’re in a store, in transit, at work or at home.

You can make your small- and mid-sized business’ door open more with the same approach to using a mobile marketing strategy!

Recent research from the 2010 holiday season from InsightExpress provides how many retailers are executing their mobile strategy. This research can be used as a great starting point for the foundation, or at least start, for your business’ next step for using mobile engagement. In fact, this example should be a beacon for your small business’ strategy consideration. Research shows how mobile engagement address these three key areas of a consumer’s purchase touch points:

  1. Awareness: Retailers, like Victoria’s Secret, generate awareness by providing sales alerts
  2. Consideration: Once in the store, or even reading the newspaper, consumers are seeking more information to make an informed purchase. Retailers like Best Buy and Fegley’s Brew Works use QR codes to provide an expanded research experience
  3. Conversion: Many small businesses are providing coupons (e.g., Groupon, Living Social, their own database) to drive conversion in their stores

Many retailers are using many of these tactics with a “bright and shiny object” strategy, which means there is no forward thinking or strategic thinking involved. Those that think about their goals and communication and touch-point blueprint will succeed. So can you as a small- or mid-sized business!

Not sure how to create a touch-point blueprint or communication strategy? Contact MarketingThink via the Contact tab on this blog!


Gerry Moran is a global social media and content marketer. He is a marketing strategist, entrepreneur, educator and mentor with close to 30 years experience with iconic brands like Purina HBO, IKEA, and SAP. He’s also worked for award-winning digital advertising agencies like imc2, Whitman-Hart and Digitas. Gerry also founded a boutique marketing agency and has been an adjunct professor for over 10 years for St. Joseph’s University.
Gerry Moran

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