New research from E-Marketer has found mobile retail marketing should address every stage of the purchase funnel for maximum impact – awareness, engagement, consideration, conversion and loyalty. Data from the 2010 holiday season shows consumers used their phones differently during different stages of the funnel, creating some important considerations for all retail marketers.
So what’s most effective at each stage of the funnel? Research shows it’s informative SMS sales alerts at the awareness stage, mobile web pages with product and price comparison information during the consideration stage and mobile coupons during conversion. Tobi Elkin, analyst at eMarketer, stressed the need for all retailers to consider how they are using mobile to engage customers at every stage during the purchase cycle.