Mobile Wallet Marketing Meets Micro-Moments
If you haven’t heard, the mobile device is now the BFF of pretty much every business on the planet. And mobile wallet marketing is the key to micro-moments.
Eighty-two percent of shoppers say they consult their phones on purchases they’re about to make in a store.
Think With Google recently published an article that struck a chord with me, about the 5 Ways That Consumers Connect to Stores with Mobile Shopping; their list includes the top five ways that brick and mortar business owners can communicate meaningfully with their client base via users’ mobile devices, something that Google has deemed “micro-moments”.
If you’re not familiar with the term, don’t worry – it’s really just the big G’s way of describing how device owners interact with those devices in lots and lots of tiny little ways, every day, and how smart marketers will learn to leverage the power of those interactions. I don’t want to talk about the technology – instead I want to talk about the ways themselves.
Smartphone shopping has created a new “front door to the store.”
Originally coined by Target to describe the mobile to mortar relationship, every big retailer with a marketing budget has started implementing some form of omnichannel experience for their customer base. Except for Sears, maybe, but who knows how long they are for this world anyway…
[Tweet “The point of having a ‘new front door’ is getting customers to use it. “]
Consumers are hungrier than ever for local information.
People tend to search for things around them more than ever. When I’m in an unfamiliar city, and I’m looking for house made pasta with browned butter sauce, I do NOT want to see every chain that serves pizza and all you can eat breadsticks and salad in my search results. I expect my phone to hook me up, not leave me hangry.
Ads that show local inventory drive shoppers into stores.
Please do not make me go to three different Home Depots in order to find the correctly sized tubing for a sailboat related project at 8 pm on Saturday night. That’s just not fun. And if someone else happens to show me that they have it, even if it’s more expensive… it’s that simple.
[Tweet “Show me whatcha got. Now. And I’ll come and get it!”]
Smartphones are the new in-store research advisor.
Nothing new to report here. Whether its product reviews or YouTube videos to show me just how to fix that window on the car that won’t roll down any more, the phone is the #1 source of reliable (or seemingly reliable) information on what to do with what I might be buying. I’m also checking out things that I might be buying online while I’m sitting on the train, waiting at the airport, all those time sucking parts of the average person’s life that lend opportunity to research and decision making.
Omni-channel shoppers spend more.
Yes, we do. And it’s not just with stores, it’s with nearly everything we do. If I’m buying something in a store, I’m potentially buying it online, on my phone, on my way to a meeting, you name it. I am looking for what’s convenient, what’s easy to manage, and what does not require me to jump through 87 hoops in order to complete the transaction. That goes for service bookings, travel arrangements, and almost anything else that is part of my organizational structure (which can be pretty laughable at times, I’ll admit! But then it’s even easier, what is the most convenient way to get it done, not necessarily the cheapest).
This is all nice, but what does it have to do with my business? I don’t have a store, I’m a _____________________ (life coach, marketer, social media promoter, concierge, and so on, and so on…)
Yep, I know. I get that. But mobile wallet marketing is probably the simplest way to generate PR, interest, engagement and activity in your business. It’s perfectly positioned to offer your target demographic a series of micro-moments that are hyper relative from a contextual standpoint.
- If you’re a business or life coach, and you offer upgraded class opportunities to current or former students, using mobile wallets to push out a notification with click to call, click to email, or click to signup directly from the back means that you make it super simple for people to sign up.
- If you’re a concierge or VIP host, how fantastic is it to ‘greet’ your clients at the airport baggage claim (especially if they forgot to mention they were coming into town for just a day or two) so they know you’re available if they would like to schedule something.
- If you use podcasts (and update them regularly, semi-regularly, or even randomly) to market yourself or your product, wouldn’t it be great to notify all your subscribers – DIRECTLY to their lockscreen – when you have a new episode on iTunes, Spreaker or Stitcher? And include a direct link to the episode, as well as links to any other interesting content you’ve updated?
Mobile wallet marketing is really simple to manage – it leverages the existing Wallet apps from companies like Apple and Google, and enables business owners and marketers to work on marketing, not spending money to manage technology that could be better left to the companies that do technology best.