In the simplest terms: Its less important for a shopper now-a-days to be present in-store, than for the store to be present wherever and whenever a shopper needs them
You have to figure out new ways to show up with useful information and provide frictionless checkout experiences. Whether if it’s 2pm or 2am, you have to always be there and success will demand commitment and skill. Orange Global is definitely aiming to make marketing a more useful and personal experience by encompassing every single aspect that is important to a specific business, and turning it into a more well rounded part of the business process. Our Global team is very effective at implementing this for our clients, but heres some ways you can start helping your own business.
Theres two things you must recognize are vital to success on mobile
Always Be There: Identify the moments that are most important to you and commits to being there. You must be willing to invest in your marketing strategy and stay with it; if targeted correctly and given proper attention and optimization. Most importantly, you must combine precise ad placement with an easy and seamless checkout process. With the combination of those two things, you will give you users the best possible mobile experience.
Always Be Useful: In a consumers moment of need, pride yourself on providing valuable information- mobile users today love things like video tutorials, product reviews, and local references. If your are a local business, make sure your are catering to your local market by providing local product availability and matching that with your in-store inventory.
Understanding and acting on shoppers intent within context is essential to being useful. Intent is what any given user wants, at any given moment in time (are they looking to browse or to buy?) Context includes their location, device, time of day, and interested product or service type. If you combine intent and context with what you already know about your shopper behavior (Google Analytics & Google Adwords) then you can get a clear picture of where your strengths and weaknesses are.
By targeting demographics alone, you run the risk of missing out on valuable customers. Consider this example: If you sell mens apparel and you target men only you would be missing out on all of the female relatives, friends, and spouses who are in the market to buy mens apparel as a gift. You may also be wasting advertising dollars by targeting a mens demographic that may be too competitive for your budget.