MediaMath recently published a blog post that addresses the distinction in consumer behavior on smartphones and tablets, and how the rise of the “phablet,” a smartphone with a screen larger than 5.5 inches, is blurring the lines between these devices. Regardless of whether a consumer is actively researching products on their smartphone or purchasing products on their tablet, mobile commerce is playing an important role in this season’s holiday shopping.
A report published by Deloitte found that ” 72% of smartphone owners and 69% of tablet owners plan to use their gadgets to assist with holiday shopping,” and “more than one-third of tablet owners plan to use their tablets to assist with “in-store” holiday shopping.”
With the holiday shopping season quickly ramping up, consider these two mobile marketing strategies, both from the world of retail:
The first strategy is executed by a major coffee chain, popular among commuters for quick service and that much needed morning pick-me-up. Looking to increase foot traffic to its stores, the chain opts to reach consumers through a campaign targeted at consumers’ smartphones. Because this brand’s key demographic is on the go and without much time to spare, the smartphone is the perfect device to engage consumers on.
In the second scenario, the company is an apparel retailer. Knowing its products are more considered purchases, the retailer is looking to drive traffic through its web site, where purchases can be made simply. Understanding that reaching a consumer in a less frenzied setting is key to completing the sale, the retailer opts for a campaign designed for tablets, which are more likely to be used at home while on the couch.
Learn how to better execute your holiday campaigns by taking a look at our 2015 Holiday Playbook here.