Mon Nov, 2011 by Derek Mehraban
Australia ranks second among potential smartphone users that actually have smartphones. That’s important because it allows for accuracy in predicting whether or not mobile searches will be important in this season’s holiday shopping. Google’s Australia division has announced a 220% bump in holiday shopping searches coming from mobile devices.
The amazing data is that one in five users will even skip the desktop altogether and make online purchases from his smartphone. Users are increasingly shopping from non-traditional places like the bus or subway. Not only are they shopping, but they are also willing to convert those sessions into sales.
The mobile marketing agency needs to have a mobile web presence. Even if the site only provides a way for future contact (location, store hours, email, etc.) that is at least better than a non-mobile web site, which can keep people away. The increased use of smartphones as shopping devices also means mobile campaigns need to be more creative. The market is increasingly crowded and some distinguishing move is necessary. JC Penny is a prime example of new mobile usage. Merchandise tags are being affixed with QR codes so the customer is able to customize the product in an easily accessible way for the receiver of the gift. Similar creative approaches will help differentiate clients of the digital agency. In the crowded marketplace that differentiation may be all that is needed to drive sales.