Sunday, May 6, 2012

Time to grow up in mobile.

Dominic Citino CPG Director, Microsoft has highlighted 5 key trends that will impact the category from a digital perspective. The emergence of the mobile as a key driver is one of the trends as he sees impacting brands marketers in the future.

Technology has changed in-store shopping behavior, and mobile is a significant and growing part of that change. As a result, consumers are more prepared than ever in the store aisle. Data suggests mobile is valuable, but specific strategies aren’t as easy to come by. According to a Deloitte Study, 9 in 10 shoppers know what they’re buying before they arrive at a store, and more than 8 in 10 (83%) have a set of brands in mind that they will consider. Additionally, less than half of QR code scans were deemed to be useful by consumers.

Takeaway: 2012 is the year that marketers will launch more mature strategies that incorporate mobile natively as opposed to the ‘build it and they might use it’ approach that has dominated the mobile landscape thus far.

AaramShop has enabled the use of mobile in CPG / FMCG marketing in a number of unique ways - ranging from enabling buying from customized mobile apps by consumers on the go, to creating customized QR codes which can embed the critical last mile with the advertising campaigns of the brands. However, mobile is a fast emerging space and additional and interesting developments are in the offing.  

Read more of Dominic Citino views here

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