The holiday season, which began with a bang (and a pepper spray incident at a WalMart store) is ending with the traditional clearance sales. It will be a while before the numbers are in, but retailers are reporting strong Black Friday sales to kick off the season, followed by a steady lag until just before Christmas when shoppers seemed to hit a last minute rush for sale items.
“Binge and splurge,” was what one Huffington Post writer called the shopping trend for 2011.
Whether the season rings up big at the cash register for American companies remains to be seen. One thing was for sure: mobile marketing played a role in this holiday season like never before.
Prior to Christmas, you may recall that Amazon was under fire by major retailers for its price comparison app. Some on Capitol Hill even jumped into the fray, declaring the tool an “attack on Main Street businesses.” No matter what it was, consumers ate it up as they comparison-shopped their way from one big box to another, aided in large part by media attention on the app. (Amazon, by the way, reported its best holiday season ever, selling a million Kindles a week during December.)
No matter where the overall shopping numbers come out, every business out there should certainly take note of the Amazon story. If you come away with nothing else, come away with this: digital marketing and mobile marketing are integral, valid, and here to stay.
So what’s your digital marketing strategy?
If your answer is, “I don’t know,” it needs to become, “We’re working on it.”
Shopatron, one of the world’s largest ecommerce solution companies for large branded businesses, saw its customers’ mobile sales grow from 6.2% of total online sales to more than 12% in 2011, in a year when total online sales were growing exponentially as well. What that says is that digital and mobile marketing and commerce are on the upslope. Smart phones are changing the way customers do lots of things, including shop.
So as you head into 2012, add “mobile marketing” to your list of things to look into
For assistance determining if and where a mobile strategy fits in your marketing plan, schedule a call with Eric today.