Emerging media broadly categorizes
new and evolving media, usually driven by advances in technology. While mobile devices are no longer new, they
are a platform that allows for new media to emerge. Think about some of our most common activities,
such as social networking, taking pictures, checking in at our favorite
locations, or shopping. Mobile devices
have made these activities easier, more convenient, and has created additional
value to them.
Let’s take a detailed look at
shopping. Mobile devices have impacted
the way consumers shop in a variety of ways.
First, mobile proximity payments are starting to take off. It’s convenient to pay for your coffee and
bagel with a swipe of your phone. No
credit card, paper slips, or cash required.
Business Insider Intelligence estimates that mobile proximity payments
will increase from $1.8 billion in 2013 to $190 billion in 2018. This could allow for brands to instantly
include coupons or additional communications with your digital receipt. The phone can easily load gift card points
and store order preferences.
apps, but the new trend is to include in-store mode,
which leverages the phone’s location technology to provide relevant information
based on where they are inside a store. Rather than needing to seek a sales person’s
assistance, shoppers can reference an in-store map to determine where they are
in the store. It can also include sale
items or offer coupons. Users with in-store
mode are twice as likely to use a retailer’s app and engage with a marketer.
Lastly, mobile devices are used for
price comparisons and mobile purchases.
While in a store, consumers use mobile devices to shop other stores with
similar products. Mobile purchases are
also on the rise as consumers get more comfortable shopping on mobile
devices. Overall, mobile is just one
device, but has a great impact on how consumers think about shopping. Since our mobile devices are always on us,
marketers are leveraging technology in order to create a better brand
experience with consumers.
Great Post, Christine! Thank you for your insight. It is certainly compelling to watch the leading retailers become increasingly competitive in the digital space.
ReplyDeleteWalmart, for example, now invites customers to scan their receipt in the Savings Catcher function of their mobile app. They claim that if a local competitor has a lower advertised price, that you will receive an eGift Card for the difference. They have also added "Walmart-to-Go" grocery delivery in select markets.
Target's Cartwheel mobile app provides customers additional savings on in-store items using digital coupons (including a bar-code scanner). Attempting to compete with Amazon Prime's convenient two-day shipping, Target now offers same-day store pickup on a variety of retail items. Target even wants to provide a competitive option in the digital entertainment space with Target Ticket.
It will be interesting to continue to watch Amazon, Walmart, and Target develop new strategies, utilizing new, emerging media, to win the business of consumers & compete in the market.