Why shopper marketers need to double down on mobile
Major shifts in consumer behavior, including changes to media consumption and the rise of direct-to-consumer businesses, are dramatically changing the retail industry. Today, digital media influences 51 cents of every dollar spent on grocery purchases. To couple this, it’s now easier than ever for start-ups and indie brands to rise into the consumer sphere of consciousness; 49% of the top-ranking brands in 2017 hailed from small manufacturers. We’ve all seen how such new brands as Glossier and The Honest Company have successfully won over consumers with their agile business models and innovative marketing strategies.
However, traditional retailers and brands also can succeed in this evolving retail landscape. To do so, they must embrace an omnichannel, digitally focused approach, leveraging online and in-person experiences to build memorable brands and convenient service models. By investing in digital advertising and, specifically, in mobile advertising, shopper marketers at established CPGs can thrive in the midst of this major industry shift.
The average consumer checks his phone more than 80 times per day, providing companies with more than 80 opportunities to influence sales. Shopper marketers must invest in mobile advertising to influence online discovery and evaluation. According to a study we conducted at Facebook, more than half of those surveyed said they would like to receive personalized offers or coupons on their mobile phones while they shop in store. By investing in mobile, brands and retailers can reach consumers directly — when they are building shopping lists and when they are checking out in store. Mobile also allows marketers to be proactive or reactive to such market dynamics as competitor offers, slower-moving SKUs or geography.
The shift to mobile has created new consumer expectations for immediacy and personalization. As a result, marketers need to consider exactly how their message is delivered, and use advertising formats that adapt to changing customer needs.
More than 75% of worldwide digital video viewing takes place on mobile devices. So it’s no surprise that vertical video advertisements drive great campaign results. According to recent Facebook data, 7-of-10 tests showed that vertical video advertisements drove an incremental increase in brand lift, including a 3-to-9 point increase in ad recall. Consumers and advertisers also are embracing the stories format — 24-hour mini-narratives that feature vertical videos and photos. In a recent survey, 62% of respondents said they were more interested in a brand or product after seeing it in a story on social media. Both vertical video and stories advertisements can help shopper marketers connect with consumers along their path to purchase.
Businesses investing in mobile advertising also should consider how they could incorporate a messaging strategy into their marketing mix. Messaging is a great way for companies to connect with consumers throughout their buying journey — to help them seek such basic information as store hours and product details, as well as deliver more specific information, including recipe ideas and beauty tips. More than 61% of people have said messaging is the easiest, most convenient way to contact a business, and more than 58% of people surveyed feel more confident messaging a business than calling it on the phone. Shopper marketers should consider where messaging can remove friction — and maybe even add delight — for customers, giving people the confidence to move from consideration to conversion to loyalty.
CPG retail has always hinged on partnership. Mobile platforms, can become new partners to help further elevate the shopper marketing experience and bolster the strong bonds brands and retailers already have with customers.
Carlos Garcia is industry manager at Facebook.
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