Food orders happen via mobile devices, marketers get in on it

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by Brafton Editorial
Consumers are turning to mobile to conduct search and read reviews about fast food joints, so marketers should get involved.

Mobile users get hungry just like those who don’t use devices, and now many are making food orders for chicken wings, pizza, Indian food and more using their smartphones and tablets. This new trend creates an opportunity for brands in the food industry to capitalize on trending consumer behaviors. Creating engaging content that is readable via mobile devices could cause users to click over to branded websites.

According to a new study conducted by the Interactive Advertising Burea (IAB) and Viggle, reported by ClickZ, 69 percent of all consumers use a device to order food on laid back Mondays and Thirsty Thursdays. Additionally, users check out menus, find locations and read reviews as they’re trying to decide where to place their orders. Although many restaurants may not have developed advanced mobile sites or apps, the creation of readable content can help an establishment get in front of users. SEO efforts that work to reveal sites in SERPs when a college student types “late night food” into a search engine.

“This research highlights the fact that the mobile internet is increasingly becoming a vital tool to help consumers navigate their everyday lives – even when it comes to simple tasks such as ordering a pizza,” said Anna Bager, IAB vice president and general manager of the Mobile Marketing Center of Excellence. ”Restaurant and fast-food chain marketers should pay close attention to this trend and take advantage of the opportunities that mobile offers, making it a key part of their ad-buying strategy.”

The research revealed fun findings – people search for pizza joints most often, followed by burger restaurants and Chinese food establishments.

Although marketers may not be driving a brand that bakes cakes or marinades chicken, they should recognize the power of mobile in users’ everyday lives. Smartphone and tablet owners turn to their devices to fulfill their basic needs – they search for shelter and food, look for the best food in the area and communicate with friends and family.

Brafton has reported that mobile marketing is on the rise, so marketers should make sure they create SEO strategies for devices as well as create content that is readable while on-the-go.

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