During the 2012 holiday shopping season, consumers spent more than $2.5 billion in online purchases on Black Friday and Cyber Monday alone, and studies showed that 18 percent of those online shoppers used a mobile device to access retailers’ website. One report estimated that $1 out of every $4 spent online during last year’s holiday season went through a mobile device.
With even more mobile devices in consumers’ hands this year, marketers should be ready to cater to even more mobile shoppers at holiday time. The fourth annual Mobile Marketing Summit: Holiday Focus 2013, coming up on Sept. 12, aims to help marketers provide the best mobile experiences. The daylong New York event will be held at the Time & Life Building in New York City.
The conference will feature speakers from retail, marketing, finance, and other industries, with presenters from Citi, Ogilvy & Mather, American Eagle Outfitters, InterContinental Hotels, Gilt Groupe, Time Inc., and Cabela’s. The conference will focus not only on how to drive online mobile traffic, but also on how to use mobile marketing to bring consumers into brick-and-mortar locations.
While one of mobile marketers’ biggest worries in the past year or so has been showrooming — shoppers coming into stores to try a product but then buying online — the solution is to “have mobile DNA infused throughout the organization,” according to Mickey Alam Khan of Mobile Marketer and Mobile Commerce Daily. In other words, the goal is not just to promote mobile shopping and purchases, but to optimize a customer’s mobile experience throughout the entire shopping process, whether they buy online or in-store.
For instance, studies show that more than half of consumers are using mobile devices in-store — not for showrooming, but because they prefer it to asking a flesh-and-blood sales associate for help. Stores that take advantage of the mobile preference by providing an informative and efficient app will win digital customers while retaining their existing walk-in base.
The Mobile Marketing Summit brings together leaders in the industry to discuss how exactly to implement and maintain a mobile experience catered to customers at all points in the shopping experience.
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