The influence of the smartphone on the customer experience.
Nowadays, most smartphone owners consider their phone as a personal assistant with which they can obtain any type of information. The mobile has become so important in our daily lives that we unlock it, on average, 150 times a day. We use it at specific times during which we seek the most reliable information in the shortest time possible, regardless of the site or brand. That is why, brands must position themselves to respond as best and regularly as possible to the expectations of their target audience.
On the other hand, spreading content in an omnichannel manner is 7 to 8 times more profitable than doing it through a single channel. This is explained as potential customers are exposed to the brand through a variety of points of contact: the store, the website, social networks, applications and CRM (email). These are the most effective channels to transmit a message and interact with your goal. In addition, the omnichannel strategy increase the amount of items purchased by suggesting additional offers to potential clients. According to a study by Nielsen 2013, 93% of the owners of smartphones that use it to search for a product continue with the purchase process and 82% of them use their mobile in the physical store in order to look for information to make a purchase.
Spreading content in an omnichannel manner is 7 to 8 times more profitable than doing it through a single channel.
Therefore, brands must be present throughout those moments to guide the consumer. That’s why, according to the figures, an effective communication strategy guarantees a very interesting return on investment for the brand, specifying the purchase intention in most cases through a physical store or internet purchase.
The triggers of the act of purchase at this time are mostly the opinions that users can find about a particular product. In fact, a product that stands out both in terms of comments and qualifications will have the effect of giving confidence to the consumer and confirming it in his choice. Therefore, a good product is not enough, the opinion of consumers is key to highlight the qualities of the product in forums or opinion websites.
The triggers of the act of purchase at this time are mostly the opinions that users can find about a particular product.
Other types of content can also help with the purchase, especially videos. In fact, they allow the consumer to visualize the product in action, understand how it is used and whether it meets its criteria.
For example, the video format should allow a brand to answer a question that its consumers frequently ask. The videos are, therefore, a content capable of influencing a purchase decision, since they are valued by Google’s algorithms and make the brand appear higher in the search results.
To visualize the product in action, understand how it is used and whether it meets its criteria.
The mobile phone is a real factor of influence in the purchase since it is not only the favorite tool of the consumers when they look for information, but also satisfies the need of immediacy for the user. Brands must identify the moments that correspond to
their activity and use them as communication levers to encourage purchase. It is also important to create relevant content (reviews, videos, etc.) that improves the SEO of a product, associating it with a specific targeting strategy at a local scale (with the use of geolocation technology).