Posts Tagged ‘Marketing’
The holiday season may be the time to take a break or relax for the general populace, but it is a make or break time for retailers. The emergence of digital touch points such as the tablets will impact holiday shopping, and retailers need to factor this new touch point into their holiday marketing campaign.
The ZMags survey reports that 94 percent of online holiday shoppers will shop the same or more this year when compared to last year. But what is significant is the fact that 17 percent of these holiday shoppers will shop less in stores compared to the previous year. On the other hand, 44 percent of online shoppers plan to shop on a tablet. One in five shoppers plan to shop more using their tablets, and four out of every ten shoppers plan to shop more using their mobile devices.
One major factor driving the popularity of tablets as an ecommerce medium is catalogs. Catalogs have been a part of retail for over one hundred years now. While 43 percent of print catalog shoppers will purchase the same or more, one out of every ten catalog shoppers plan to use such print catalogs less often. Rather, 63 percent of online shoppers plan to use online catalogs. Catalogs in fact ranks second, below retailer websites (88 percent) on where online shoppers plan to purchase during this holiday season. The other popular places where online shoppers plan to make their purchases are daily deals websites (56 percent), mobile or tablet apps (42 percent), Facebook (38 percent) and Pinterest (35 percent).
Among those already hooked on to online catalogs, 25 percent of them plan to increase their purchases through this medium.
Trends indicate that 53 percent of shoppers plan to shop after looking at two to five catalogs and 27 percent of the shoppers plan to shop after looking at six to nine catalogs. In today’s hyper-competitive age where information flows freely, retailers would do well to design the catalog for relevancy, aggressively promote the catalog through all possible mediums such as emails, social media and other methods to make it easy to find and get the early bird advantage by releasing the catalog before the competitor does.
Want to see all the data? Download the Tablet and Mobile Shoppers Holiday Plans research done by our team.
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In the digital ages, the general population consumes content from many different sources, including blogs, whitepapers, webinars, podcasts, and so on. But how do people really consume this content?
Based on research we conducted, we found that 70% of US online consumers listen to the opinions published on blogs, reviews and discussion forums, and 32% of the people who listen to these opinions, trust those reviews over branded advertisements. But we’ve also found that device plays a big role in how people consume content; specifically, 63% of people use smart phones while they are in a store and 56% do product research. Are you mobile sites optimized for the best experience for your customer?
While this is only some of the data, we compiled an infographic that really tells that story of how people consume data from brands. What surprises you? What confirms what you already know?
Marketers cannot afford to ignore “Generation C,” the group of customers who remain connected 24×7 through multiple devices. This group transacts, browses and shares all the time regardless of whether they are at home, at work or in transit, through devices such as tablets, smart phones and the traditional desktop. These multi-channel buyers spend 4-5 times more than the average customer, making them too valuable.
Very often, the “Generation C” syncs buying with their normal routine. For instance, a person may browse a catalog on her tablet when having her morning coffee and seeing a blender in the catalog remember that she needs one. At work, she may search for more information on the type of blender to buy at the store that was displayed in the catalog. On the way back from work, she may enter a store, use her smart phone to compare the prices and specs on the online store versus what is on offer at the store, before making the purchase.
So what is the role of marketer in such a customer-driven stream of events?
Marketers have to use multiple touch points rather than rely on a single channel alone. Two out of every three customers research online even if they purchase offline. Sending an automated follow up email when the customer shows interest in the catalog improves visibility. The customer may not access the email through the tablet but would most likely do so at work. Targeted ads that place an ad when the customer logs in through a social network account also deliver the same impact. A timely reminder with a convenient click to access the product page would prevent the customer from making a general search on blenders and landing at the competitor’s website.
Generation C lives on, and breathes, peer reviews. Empirical evidence suggests that they believe in peer reviews over marketing efforts by a ratio of 3:1. The customer would most likely share details of the purchase in the social media. The marketer has to be prompt in requesting a product review, or invite the customer to join the product page in the social media channel. The prospect contemplating the purchase would most likely consider the experiences of her friends before proceeding to buy.
Are you promoting an experience online that encourages customers to buy? Are you getting positive reviews?
When it comes to ecommerce, tablets are already standing up on their own. The proportion of online visitors using tablets versus visitors using smartphones or desktop PCs is rising. According to the results of the 2011 Adobe’s Digital Marketing Insights report, analyzing a rich database of 16.2 billion visits covering 150+ retail websites, makes it apparent that etailers who neglect the tablet do so at their own peril.
Only four percent of all ecommerce visitors are via tablets. This figure however, signifies a fast rising segment, for the proportion was just one percent in January 2011 – a jump of over 300 percent in less than a year. During the same period, the percentage of visitors accessing ecommerce sites using smartphones rose from three percent to six percent, an increase of 100 percent.
A far more startling revelation pertains to the average order values (AOVs). While tablet users had an AOV of $123, desktop users had an AOV of $102 and smartphone users had an AOV of $80. In other words, an online shopper using a tablet spends about 20 percent more than those shopping via a desktop PC, and an average tablet user spends about 50 percent more than an average smartphone user when purchasing online.
When it comes to conversions, the tablet has already made its mark. The average conversion rate of visitors using tablets were 2.3 percent, compared to 2.5 percent for desktops and 0.6 percent for smartphones.
The higher figures for tablets could be because tablets, being expensive devices, are purchased by high net worth individuals who would likely purchase more. In fact, the survey shows that most tablet owners are in the 18-34 age group, and 29 percent of them have an annual income exceeding $75,000. It would be interesting to watch how these figures add up in the next couple of years when inexpensive tablets start hitting the markets.
Despite the differences in uses and tablets, it is important to create an experience that can be optimized on all devices. Zmags strives to make this easy for our clients by creating one experience and publishing to multiple touch points, creating a cohesive approach for all users.
When Apple launched the iPad in 2010, it heralded a significant shift in the way people used computing devices. Computers, whether it be desktops, laptops, or notepads offered full functionality. The iPad, in contrast, positioned itself as a device that facilitated consumption activities such as listening to music, watching videos, browsing websites, shopping, and more. More specifically, it included the scope for creative activities such as writing, graphics, web design and coding that very few users required but still had to pay for when purchasing a laptop.
The positioning is reflected in the technical specifications of the tablet as well. The standard tablet does not feature a keyboard, which is considered non-essential for consumption activities. It integrates all peripherals for easy handling, features front facing video cameras to power social networking, and incorporates classic sensors such as the accelerometer to facilitate gaming.
Microsoft, however, plans to change this paradigm. Its new tablet, MS Surface, supports Windows and Windows apps, and by extension, brings content creation facilities to the tablet. It differs from a traditional tablet by featuring a built-in keyboard and pen, incorporates kickstand capabilities, magnetic snap, USB port, Micro HD port, and more. MS Surface Pro will also feature a USB 3.0 slot, Mini Display Port, and microSDXC slot.
Microsoft aims to position the Surface as “a tablet that’s a great PC” – sleek, thin, and simple as the iPad, but works like a laptop. It would cater to the normal consumption activities associated with tablets, while supporting high-end activities such as developing new apps and creating documents.
What do you think? Is this the “new” wave of tablet technology?