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Shopping: The Role Of Mobile Sites And Apps On The Path To Purchase

Mobile technology has changed the social world. Not only has it altered the way we communicate and interact with each other, it has also greatly affected consumer behavior. In order to capture sales, retailers have created a dual path on mobile devices via sites and apps; thus, no matter how consumers prefer to purchase, they have an easy solution. Understanding consumer behavior and how shoppers use their mobile devices is now critical in conquering the path to purchase.

Shopping: The Role Of Mobile Sites And Apps On The Path To Purchase

Mobile Shopping Frequency

According to a study by Google Marketing Insights, nearly half of U.S. consumers with mobile phones use their devices weekly to shop. One in ten people states that they shop via mobile daily. These are huge numbers, especially when coupled with the fact that 60% of consumers use a mobile website to shop. Despite the proliferation of apps, it seems that a user-friendly mobile website is preferred by shoppers.

Shopping activities on smartphone

Information vs. Convenience

In general, mobile shoppers find that mobile websites offer more information. While 64 percent agree that shopping apps load quicker and 60 percent say they are easier to navigate, the path to purchase seems to flow more easily through a mobile website. This makes a strong case for all retailers having device agnostic or responsive websites. Having a website that scales based on device is key to capturing a majority of shoppers.

49% perceive mobile sites as likely to contain more info than apps

Incentives Make Apps Attractive

If a retailer is interested in making sure their app is part of the path to purchase, including special discounts or exclusive deals via the app seems to be the way to go. Thirty-five percent of mobile shoppers state they download apps specifically for discounts. Additionally, making sure the app is secure will also ensure more consumers use it; more than 70 percent of smartphone owners who download apps cite security as a deciding factor.

If you’re looking for ways to streamline your path to purchase or simply want to learn more about mobile- and app-based shopping trends, please contact Energyhill today. Our team of expert marketers is ready to help you capture and cash in on this mobile revenue stream.

How Visual Advertising Will Change Marketing in 2017

How Visual Advertising Will Change Marketing in 2017

Competition for consumers and their hard-earned dollars appears to be at an all-time high. Gone are the days when an ad in the Sunday paper or a banner campaign across the web’s top 5 sites would garner you the ROI needed. Now with media options on the rise – and changing every day – it’s difficult for brands to know where and how to spend their money. Here are some trends to look out for in 2017.

The Decline of Clicks

While there is no doubt that online and mobile advertising are still very useful to brands, click-thru rates on banner ads have declined to a paltry 0.06%. And to make it worse, the adoption of ad blockers is up to 41%. This number is even worse among the millennial generation where 2 out of 3 millennials claim to use an ad blocker.

The Rise of Native Advertising

Craving connection, advertisers tried a new tactic – one that would go above and beyond a simple banner ad: native advertising. This immersive experience was meant to provide relevant content to the user while underscoring the product or service that sponsored the content. Many media outlets found native advertising a boon as it generated content for them while also selling ad space. It was a win-win.

The Growth of Native Advertising

However, as with most shiny new things online, native advertising began to lose its appeal and now it seems that we have moved onto native advertising 2.0. This new version of native advertising will be more visual in nature and will endeavor to provide users with a seamless experience. Also, it will attempt to grab their attention with arresting visuals.

Visual Advertising Takes the Stage

Humans process visual images 60,000 times faster than text. And over 80 percent of people only skim the online content they read. This makes visual advertising even more important. To capitalize on this trend, marketers will start to focus more on images and typography than content. Visual advertising will make it more important to grab the consumer’s attention than to keep it.

How do you see your organization incorporating visual advertising in 2017? If you’re interested in learning more, please contact us today for more information.

Can Digital Trends Influence Our Interactions?

Can Digital Trends Influence Our Interactions?

Agencies across the world have made their digital predictions for the second half of 2017 and beyond. These predictions often shape the media we recommend, how we allocate marketing budgets and more. So, how can some of the more common predictions for 2017 influence strategy moving forward? Let’s examine some of the newest digital trends and how they might effect our campaigns.

Conversations Will Lead to Conversions

The intimacy and immediacy of mobile and digital communications has made it easier than ever for brands to target their messaging. Digital platforms, especially social media, make it seem as though large brands and corporations are speaking directly to consumers one-on-one. By engaging in conversations, rather than in traditional advertising, consumers are more likely to feel a personal connection to the brand. This personal relationship makes purchasing and other conversions more likely.

Immersive Content is the New Toy

The advancements in virtual reality and augmented reality have opened new doors for advertisers. As immersive software and hardware continues to develop, so will the possibilities for consumer engagement. Look for brand video experiences to become more interactive.

Accountability is Still Key

Metrics is still the magic word. Brands will continue to hold marketers accountable for ROI. This will be true on both the business-to-business and business-to-consumer sides.

Artificial Intelligence is on the Rise

First it was Siri. Now, she has sisters: Alexa, Echo and well, Google. These smart technologies will continue to mature, making consumers’ lives increasingly easier. Look for brands to continue working closely with device makers to discover the best ways to leverage AI.

Adaptability Equals Success

Perhaps the biggest truth of digital trends and predictions is that adaptability will continue to separate the successful from the unsuccessful. The more nimble an organization can be in their tactics, the better chance they will have at staying at the forefront of innovation.

As with any digital trends, following the latest and greatest tactic might give you whiplash. However, with a bit of careful planning and consideration, you’ll be able to choose the digital trends that work best for you and your business.