A new report from digital marketing firm the White Horse Digital Futures Group suggests that as smartphone use continues to grow, it is time for retailers to expand their mobile offerings to support this trend. Content marketing for mobile, in particular, might appeal to on-the-go audiences.
The marketing firm identified four phases of mobile evolution: independent, supported, organized and intelligent. Currently, the report stated, most retailers are in the earliest, independent phase, which views mobile as an area adjacent to their marketing and merchandising strategies.
However, White Horse stated, many retailers are ready to move on to the support phase, which focuses more heavily on mobile content as a means of supporting consumers and provid a better mobile web experience. Brands trying to decide what content will work for mobile might consider news content marketing. As Brafton has reported, on-the-go shoppers are likely to look for timely, local information, and Google even supports a “News near you” feature that helps consumers keep up with nearby developments.
Many companies are also using mobile capabilities, such as location tools and QR codes, to provide information and promote service and special offerings.
Transition to the support phase may be poised to unfold soon, as mobile shopping is expected to expand rapidly in the coming years. As Brafton reported, a recent study from Juniper Research predicted that mobile payments and transactions would grow three-fold by 2015.
