Monday, October 31, 2011

Mobile Content in the Shopping Process

consumer-pulseBrands now have to create and distribute content available "for free" when and where customers need it on social media platforms. The other corollary is that brands have to avoid  "pushing" promotional information when consumers are looking for answers.

While marketers like to use every media channel to deliver marketing promotions, you must understand consumers' shopping-related needs have evolved.

They now want and access information before, during, and after they make a purchase. 

With U.S. smartphone usage at 40 percent, it's critical to offer customers the information they want and need wherever they are in the purchase cycle and physically (since they may be in your store or your competitor's).

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