I remember hearing an interesting fact that no matter where you are, there is always a spider within a few feet of you. It stuck with me, not that I’m terrified of spiders, but the sheer fact that there are so many of them that there is one within reach at all times.
Okay, it is kind of creepy…
But guess what else is always within a few feet of most people? Their cellphone. This simple fact is the reason Google is stressing the importance of a website’s mobile readiness.
It is also the reason a sizable portion of a company’s marketing campaign should be geared toward people on the go. After all, there are over 1.2 billion people accessing the web from a mobile device. In the US alone, 58% of consumers own a smartphone. The increase of 120% with mobile shopping-related searches is the reason many brands are realizing that they need to take capitalize on these spontaneous moments.
In this article on Think With Google, writer Matt Lawson provides some very eye-opening information about how many companies are on board with catering to their mobile consumers.
5 Ways Consumers Connect To Stores With Mobile Shopping
Whether you’re a global brand or the shop around the corner, the shift to mobile is changing your customers’ behavior in and out of the store. Here, we share five insights into how brands can connect meaningfully with people in real time, in all of their micro-moments.
Smartphone shopping has reached some remarkable new milestones. Mobile shopping-related searches increased 120% in the last year, a review of Google data shows.1 With this growth, retailers are finding that mobile plays a critical role in driving shoppers in-store. Shoppers now reach for their smartphones in every kind of micro-moment, from I-want-to-know to I-want-to-buy (and crucially, I-want-to-buy-again) moments.
These moments represent a tremendous opportunity for brands. Because with mobile, marketers have the unique power to match marketing messages with signals of intent and context. What are they looking for? Where are they right now? What kind of person is shopping? With mobile, marketers know.
Recent Google search data and mounting third-party evidence has given us new insights into how marketers can engage shoppers in these micro-moments. Here’s what we’ve recently learned:
- Smartphone shopping has created a new “front door to the store.”That’s the phrase the retail giant Target now uses after learning that three-fourths of its guests start their shopping journey on mobile, and that one-third of guests who click on a mobile search ad take a trip to a Target store. Similarly, the telecommunications company Sprint discovered that one in four people who click on their mobile search ads end up in a Sprint retail store.
- Consumers are hungrier than ever for local information. Google searches with “near me” have grown 2.4X year-over-year.2In fact, a 2015 Google Consumer Survey found that 50% of consumers who conduct a local search on their smartphone visit a store within a day, and 18% of those searches lead to a purchase.3
- Ads that show local inventory drive shoppers into stores. One in four people who avoid stores say it’s because they don’t know if a product is in stock.4If you’re an omni-channel retailer, showing shoppers the items you have in stock at nearby stores can be half the battle. After adopting Local Inventory Ads, which show actual store inventory to online searchers, Sears Hometown and Outlet Stores saw a 122% increase in store visits. Furthermore, Local Inventory Ads drove eight dollars of in-store sales for each dollar invested.
- Smartphones are the new in-store research advisor. Eighty-two percent of shoppers say they consult their phones on purchases they’re about to make in a store.5Amazingly, nearly one in four shoppers say they have changed their minds while in a checkout line after looking up details on a smartphone.6 The beauty and body-care retailer Sephora has been a leader in treating in-store mobile behavior as a major opportunity: They encourage in-store customers to scan products into Sephora’s mobile app to receive product ratings, reviews and other key information.
- Omni-channel shoppers spend more. According to MasterCard, customers who shop both online and off with a specific retailer buy 250% more on average. Macy’s discovered that its omni-channel shoppers are 8X more valuable than those who shop in a single channel.
This article was originally posted here: http://ift.tt/1Qq2bDC
The points made in the above article are hard to ignore, emphasizing the need for local SEO services as even more critical than ever before. The essence in #2 that the growth of people searching online for services “near me” is all the more reason to have your name in the 3 pack or top 3 highlighted results to grab the attention of local shoppers. The following infographic shows even more logic for concentrating on M-commerce or mobile commerce.
Infographic originally found here: http://ift.tt/1EtX4CZ