Step 3: Advertise across Multi-Media. How is New Media changing the Marketing Landscape? . Social media
enables targeted marketing responses at individual touch points along the
consumer decision journey.
• Billboards and transit ads, followed
by ads in shopping malls and restaurants, have the greatest reach among OOH channels.
• Ads within medical clinics, health
clubs, bars, and on campus can be effective in reaching specific demographic
and lifestyle targets.
• Each month 7 in 10 visit a mall, 6
in 10 a restaurant, 1 in 4 a gym, 1 in 5 a medical clinic, and 1 in 6 a campus.
• On-the-go consumers can use their
mobile phone to interact with OOH posters to download coupons, view product demos,
enter contests, obtain samples, compare product information and make a
purchase.
Mobile
“Canadians are embracing mobile
technology and using their Smartphones more in store aisles,”
• There’s a huge increase in Smartphone
penetration among Canadian consumers with 37% of Canadian shoppers owning a Smartphone,
up rapidly from 24% reported last year; however still below the 50% penetration
among American shoppers in a more competitive mobile market.
• A third of shoppers own an iPhone or
a Blackberry device, while 21% have a phone running Android OS.
• Over 50% of planned purchases are
for iPhones, while Blackberry and Android phones each account for 20% of planned
purchases.
• On the tablet front, 14% of shoppers
own an internet-enabled tablet, but an additional 20% say they plan to purchase
within the year.
• The role of Smartphones in retail is
growing with 60% of shoppers interested in using their phone to download or
scan coupons and over 50% using them to store their shopping lists. 40% are
willing to make instant purchases using their phone.
• 88% of Smartphone owners are aware
of quick response (QR) codes while 40% use it and new technologies such as Near
Field Communication (NFC) are gaining popularity.
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