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Internet consumption patterns are rapidly evolving. Any brand strategy needs to account for the pace of change. For example, in the past year, the amount of time that users spend within mobile apps began to exceed the time spent browsing the web.
Following the consumer is crucial in brand development. When it comes to mobile, that may very well mean in-app advertising for many enterprises. When it comes to such advertising, customer engagement will be the key. The use of rich media and even mobile video can better engage the user and build brand identification.
Identify Mobile Usage Patterns
The customer's journey from exploration to purchase is certainly being re-defined. Enterprises that can identify emerging trends have a unique opportunity to grab market share during this paradigm shift. Carefully map out the journey(s) that your customers are taking on the web and seek to personalize their experience at key spots along the way.
For example, the increase of in-store app usage in driving the grocery shopping experience more than ever. About half of female grocery shoppers used their smartphones while shopping, according to a study commissioned by allrecipes.com that was published in December 2012. Forty-seven percent of the respondents said that they did so because the apps were both easy to use and helpful.
Localized offers and downloadable discounts are ways that businesses can capture the attention of the smartphone shopper. Successful customer engagement can quickly translate into loyalty in the smartphone world.
Look At The Competition
Even though this shift to mobile eCommerce is rapid, there is still no sense in completely re-inventing the wheel. Careful competitive analysis can expose effective strategies that you too can employ.
Mobile & E-mail Conversions
Another emerging trend in mobile is the increasing use of e-mail on-the-go. Reports suggest that easily over 40% of users are now viewing emails on their mobile devices. A fourth quarter 2012 report from Experian Marketing Services identified upward trends in sales via email. Revenue per email was up 8% for the quarter. The average order was up 12% for the same period.