The weeks leading up to Christmas must
be some of the most analyzed of the year. Outside of the recent
Black Thursday, Midnight Madness and Cyber Monday events, it is
hard to find a period of time that retailers, advertisers and
brands can see such a consistent interaction across devices.
"Mobile Eve" finds consumers
flocking to their devices to find bargains, ideas and last-minute
presents at an unprecedented rate.
Mobile consumer data gathered during
the holiday period goes a long way to developing an "Always On"
mobile strategy. During this season, online and offline retailers
must plan mobile first in terms of accessibility and content.
Lessons learned can be utilized to shape a long term one-to-one
dialogue between brand and individual. Technology has developed at
an alarming rate, and there are new solutions that were not
available at holiday time a year ago. Geo-targeting and
location-based services are the bread and butter of both
bricks-and- mortar stores and e-tailers alike. Geotargeting is
utilized throughout the consumer journey to provide valuable
What does your audience look like?
Where are they? What devices do they use and how are they using
Phone and tablet should be
considered as complimentary to one another, but each requires a
very different approach to creating content.
It is not enough to have a simple
mobile solution that fits both of these devices, and I am
encouraged by the number of brands that are taking advantage of a
truly cross-screen strategy. Mobile has also gone a long way to
validate other media. OOH + mobile has been known to increase
engagement by 40%, continuing the brand message as a consumer
migrates from the physical world to desktop to tablet to mobile and
back again multiple times during a day. And just remember:
measurement is everything! Mobile without a defined ROI (even from
a branding perspective) is a wasted campaign. Working backwards
from a high-quality engagement must be at the foundation of our
mobile systems. If we cannot complete the loop and measure the
success of a campaign, we are not doing justice to mobile as a
This year, I predict that the leading
brands will embrace a hearty mixture of geo-location data
validation and audience measurements. The market is buzzing with
providers such as xAd, AdBrain and StatIQ that can add quality to
quantity in terms of supplementary data on an individual. Location
is fast becoming the "cookie" by which to track consumers. We can
now confidently provide one-to-one communications with individuals.
Consumers are more than happy to pass personal information to
brands in exchange for relevant promotions. It is our
responsibility to honor this exchange of data. Audiences are made
up of individuals, not data clusters, and the clear winners of the
holiday shopping basket are those that can provide clear
communication, facilitate the delivery of information and harvest
all of this data to provide a long-term relationship strategy.
To ensure holiday success plan
mobile first along with a cross screen strategy.
As the shops are often open late into
the night in order to maximize the holiday shopping frenzy,
remember that you have the ability to put your store in the hands
of potential customers and remain open all hours, offering shoppers
the convenience of working with you on their terms.