In September 2015, for the first time in history, searches done on phones overtook those done on computers and tablets!
In one minute of Internet connection:
- 142 million e-mails are sent
- 2.4 million Google searches are done
- 400 hours of video are uploaded to YouTube
- 216,000 photos are posted on Instagram
- 50,200 mobile apps are downloaded
In 2015, mobile commerce made inroads: it represented 10% of the French e-commerce market and 20% of leading sites (according to Fevad, 2015 e-commerce results in France). The smartphone is a game-changer. It has completely upended our buying and consumption habits.
There are three key strategies surrounding signals for intention, context and immediacy:
#1. Satisfy the consumer’s intention. Consumers expect a seamless, personalised shopping experience. (Nine consumers out of ten are willing to buy more from a brand that anticipates their desires and intuitively suggests products for them.)
#2. Enter into the consumer’s context. Thanks to mobile technology, marketers can contextualise intention. Consider localising your customers before talking to them. Soyez pertinents !
#3. Guarantee immediacy. The average mobile session lasts 1 minute and 10 seconds. This is one of the unique characteristics of mobile: responding correctly is akin to making a real-time offer.
“Data is not ‘smart’ by default. When used well, it becomes a source of valuable insights and turns into smart data.”
So, what is smart data?
– A question of organisation “Silo marketing doesn’t work anymore. You need to build cross-functional teams focused on customers’ expectations, as well as align marketing and technology within the company.”
– A mindset Being consumer-centric entails being available at all times that matter for the consumer. And the practical retailer will move step by step to identify and collect information.
– Tools Get ready for the means to understand audience signals, identify key insights, launch real-time campaigns and deliver personalised messages on a massive scale.
Priorities for the retailers of tomorrow
1. Pay attention to signals throughout the purchase and turn them into smart data using the right tools, the right talents and the right digital strategy.
2. Develop the right assets – especially mobile – so you can be there when it counts.
3. Reconsider decision making, especially on media ad buys, and allocate the right investment to the right consumer. A must for the bottom line!
“Understanding mobile consumers is more than ever a strategic move. The future is sure to be fascinating, and we’re delighted to be a part of the success of tomorrow’s retailers.”
Julie Krueger, retail industry director at Google, E-Commerce One to One keynote speech.