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Brands: What not to do in mobile
With news about the upcoming release of Apple's iPhone 5, rumors about a smaller iPad product and a new Kindle Fire, more brands are looking into the mobile space with interest. These new releases may push more people to think about the Internet as more than a desktop/laptop diversion. But, for brands to engage, they'll have to change their thinking, too.
According to one expert, the key to mobile engagement is relevant interaction, an area mobile can excel at with geo-targeting, at the point of purchase.
"The best route to engaging with consumers through mobile is to interact at the point of purchase, offer relevant information and price with geo-targeting layered on," said Scott Engler, Longboard Media Co-Founder and CRO. "We've found that ShopSavvy is one of the few mobile applications that allow brands to do this at scale, since 20 million users are actively interacting with products monthly through their app."
Mobile offers - whether in the form of coupons or emails or social commerce updates - will become more important, predicts Engler, as mobile shoppers realize that Amazon doesn't always have the lowest prices. Additional payment options, including mobile payments, will also become more important for retailers, especially those in brick-and-mortar locations.
"[Consumers can] purchase via their smartphone while interacting with the product in a store. This also allows retailers to combat showrooming by offering local pickup savings," said Engler.
In addition to ways brands can engage, however, are things brands should avoid in the mobile space.
"[Brands] should avoid interrupting the purchase process, offering information unrelated to the search at hand, and focusing on consumers who are not in the purchase funnel," said Engler. "Qualifying consumers through their previous search behavior as well as layering on 1st party datacan ensure that users will find the brand message relevant and useful."
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