How Mobile Strategies Fit Best in Cross-Channel Marketing

Businesses are increasingly using mobile apps to sell products, but the most successful know how to do it best.

To make your mobile strategies work, you need to use cross-channel marketing tools.

That’s according to a 2014 study, “Unlocking Today’s Mobile Shopper: What Drives Them to Buy,” commissioned by a firm, Local Corporation.

“Mobile devices and specifically smartphones continue to play a growing role in driving shoppers through the last mile of the path-to-purchase,” said Michael Sawtell, president and COO of Local Corporation, in a press release.

He said 27 percent of consumers have used smartphones to pay for an in-store purchase.

“Our research reflects that there are many important factors that influence purchase decisions for mobile shoppers, with ratings and reviews remaining a top influencer and rich localized product results gaining influence,” he added.

He said shoppers most-often use search engines when conducting product research on their mobile device.

Preferred research methods:

— Search engines (73 percent)

— Specific Sites (33 percent)

— Apps (24 percent)

Top influencers:

— Search results listings (50 percent)

— Peer ratings and reviews (42 percent)

— Search results showing local availability (31 percent)

Three most-searched categories:

— Clothing and accessories (50 percent)

— Consumer electronics (45 percent)

— Movies/music/video (44 percent)

Gender tendencies:

— Women are more likely to be influenced to purchase by email (33 percent vs. men at 27 percent)

— Men are more likely to be influenced to purchase by search results listings (51 percent vs. women at 48 percent)

Most trusted mobile-payment systems:

— Visa (24 percent)

— PayPal (21 percent)

— Apple (15 percent)

— Amazon (13 percent)

— American Express (7 percent)

Local Corporation is a local advertising and technology company that connects businesses with approximately a million online and mobile consumers. The online survey of nearly consumers was completed in March 2014 by The e-tailing group.

All respondents were pre-qualified for smartphone ownership and the sample was made up of 46 percent women and 54 percent men.

From the Coach’s Corner, related mobile tips:

You Risk Sales If You Don’t Use This Mobile-Web Strategy — You know, of course, strong brand perceptions and emotional engagement drive sales. You also know your mobile-site strategy should be a priority, as a  result of the skyrocketing popularity of mobile devices. But here’s a question: Is your mobile site actually hindering brand perception and emotional engagement?

11 Tips for the Best Business Mobile Web Site — If you operate a retail business, it’s increasingly important for your Web site to be easy-to-use for mobile users. The use of smartphones and tablets is skyrocketing, especially among Millennials — young adults aged 32 and under. Studies also show the majority of mobile aficionados use their devices to access the Internet.

Strategies to Create the Best Possible Mobile Apps — Consumer and enterprise penchants for mobile technology have skyrocketed but we’ve only scratched the surface in developing quality, application solutions. Mobile apps are expected to support initiatives for a company’s return on investment. That includes competitiveness in the marketplace; efficiency; enterprise and consumer relationships; and revenue – better yet, profits would be more ideal.

“I want to be buried with a mobile phone, just in case I’m not dead.”

-Amanda Holden


Author Terry Corbell has written innumerable online business-enhancement articles, and is a business-performance consultant and profit professional. Click here to see his management services. For a complimentary chat about your business situation or to schedule him as a speaker, consultant or author, please contact Terry.

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Seattle business consultant Terry Corbell provides high-performance management services and strategies.