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Mediative Blog: The Digital Results People

Holidays? There’s an app for that?

You can feel it in the air, Christmas time is finally here. The still cold night lit only by the moon’s reflection on the snow below. Inside, the stockings are hung, the tree is dressed, and little Timmy is curled up by the fire… browsing on his Smartphone. He isn’t talking or texting, but frantically searching for gifts to buy. And he isn’t alone. In fact, Google has found that 67% of consumers research online prior to purchasing during the holiday season.

The holidays are rapidly changing. Mobile is becoming an increasingly integral part of consumers’ holiday experiences as people use their Smartphones for a wide variety of activities including finding store locations, comparing prices, getting information, obtaining coupons, and accessing social media.[1] But the holidays aren’t only for consumers.

In some ways, Mobile has been the greatest gift an advertiser could hope for. With 70% of Smartphone owners using their phones while shopping, and nearly half of all users looking for product information in-store[2], advertisers have a direct and incredibly valuable channel through which to communicate their message – All while consumers are actively receptive! The fact that 44% of total searches for last minute gifts will come from mobile devices this year is just the kick in the proverbial eggnog.

However, the secret is out. Many advertisers are starting to pick up on the potential of Mobile Advertising, and their numbers are only growing. According to eMarketer, Mobile ad spending will grow 47% to $1.8 billion in 2012. Clearly this channel is becoming more and more contested. If you’re going to successfully leverage Mobile to maximize your holiday shopping potential, you must be aware of consumer and industry trends, or even Saint Nick himself won’t be able to deliver a return for you.

One way to benefit from Mobile is to focus some of your efforts on social media platforms, where only 36% of retailers currently say they plan to spend most of their holiday marketing budgets, up from 27% in 2010. This growth isn’t altogether surprising as over 75% of consumers now rely on social media when researching new products.[3] Another interesting trend is one of timing. Those who regularly use social media platforms often invest in their Facebook and Twitter accounts in advance of the holidays. Leave the last minute shopping to consumers.

With all the opportunities created by Mobile, more traditional approaches are often forgotten. Some, however, might still be valid. Just remember to update your approach to best accommodate consumers’ habits. Take, for example, couponing. Consumers are always looking for deals to maximize the value of their purchases, and 55% of them plan to use coupons this year. Something as simple as sending an instant coupon to consumer’s Smartphones as they pass a storefront can be a powerful motivator.

The importance of diversifying your online marketing campaigns is highlighted by the multitude of options available for your marketing campaign. Just remember that your strategy should include Mobile, Search and Social components to truly maximize your returns this holiday season. Happy Holidays!

This blogpost was co-written by Temujin Louie and Genevieve Couture.


[1] Deloitte’s 2011 Annual Holiday Survey

[2] Briabe Media, 2011

[3] IBM Report, 2011

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Mediative: Scalable Digital Marketing Solutions

Experience
performance

Reach more buyers. Increase conversions. Turn insights into ROI. Monetize your digital properties. We can help you achieve the best return on your digital marketing investment.

What we can do for you

Take advantage of our areas of expertise to serve your specific needs.

  • Data

    Leverage our first party data and knowledge on how to deliver the right message to qualified audiences across all digital marketing channels.

  • Performance

    Find qualified audiences, capture their attention and convert them by ensuring a clear path to purchase and a maximum ROI.

  • Mediative LAB

    Combine the latest innovative technologies and data-driven research to drive digital performance.

  • Monetization

    Maximize the value of every visit to your digital properties, and discover new sources of revenue with our range of custom publisher solutions.

Gain insights to help you grow

Use our knowledge to improve your business: get our latest research, case studies, and insights sent straight to your inbox.

Our digital marketing solutions

Mediative Search Performance

Display network & digital media

Target millions of highly qualified consumers across all the right sites.

Search & performance

Leverage our thinking and solutions to deliver meaningful results.

Mediative Display Network and Digital Media
Mediative Location Based Mobile Marketing

Creative services

Influence online users with high-impact creative and persuasive content.

Location-based mobile marketing

Target online consumers locally to drive traffic to your stores.

Mediative Creative Services