IBM came out with a study recently that said, in effect, that retailers should think of these smartphone-enabled shoppers as their friend – the Chief Executive Customer, well informed, highly socially connected, a potential advocate you want to court – not the enemy you want to defeat.
If content remains king, in an increasingly mobile-centric world, context—where consumers are, what they are doing and thinking, in other words, their goals and objectives, and their attitude and state of mind, i.e. how receptive they are to engaging with marketers—shares the throne. It’s about place – as you can see in this example from Home Depot’s mobile site, which directs the shopper immediately to the nearest store. But it’s also about time – when is that store open and what are th current sales. And it’s also about providing shoppers with the tools they need – decision instruments, if you will – that will help them make them purchase. That’s why you see product videos displayed so prominently. It’s also about inspiration – as you see in this Crate and Barrel example – with rich imagery designed to to provide inspiration, elevate the value proposition and create more avenues for engagement. And lastly, it’s about timeliness – responding to expression of consumer interest and intent in real-time, as Twitter’s latest ad products have recently begun to do and what you see from other innovators like LocalResponse.All these factors together - done right - can help drive shoppers to convert.
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