Do you own a smartphone? I'm sure you have been asked this question sometime in the past year. As smartphones have decreased in price and increased in popularity, they found their way into millions of American pockets - 97.9 million to be exact. In a December 2011 study published by comScore, they reported that smartphones have penetrated over 40% of all mobile subscribers. With more and more people seeing the benefit of smartphones, marketers have found a new way to reach their customers - mobile advertising.
The rise of smartphones has lead to consumers going everywhere with their very own direct-response tool. With their smartphones, consumers can respond to other media such as in-store, magazine, poster, and TV ads where ever they are. According to a March 2012 study from Google, conducted by Ipsos MediaCT and TNS Infratest, a marketer's chances of reaching potential customers are steadily increasing.
Google's study showed that 43% of smartphone owners used their phone to search in response to television ads at least once a month. Even more interesting is that 40% reported searching in response to ads they saw while in stores. While searching based on magazines and out-of-home ads were less common, the report suggests that search will increase as people get more used to using their device to get information.
The report showed that 58% of respondents typically research products on their smartphones while at home, 43% searched while "on-the-go", and 31% searched while in the store. Retail was reported as the #1 out-of-home place where smartphone users take action.
As marketers see the potential in in-store mobile marketing, they will look for more creative ways to push people to interact with their brands through these devices. This presents a great opportunity for digital signage. Google's report shows that 43% of smartphone users search in response to TV ads and 40% search based on ads seen in-stores. So, what would happen when we combine the two?
Using in-store digital displays to grab the attention of shoppers and push them towards using their smartphones to dive further into product information, promotions, or sign up to receive the latest deal. Integrating mobile marketing with digital signage makes measuring both a little easier. Marketers can use mobile marketing to measuring the effectiveness of their digital signage and digital signage as a distribution tool to promote their mobile marketing campaigns - Two very complementary marketing methods
Please share how your company is capitalizing on this mobile marketing mayhem. Are you using digital signage? If so, how have you integrated the two?
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