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Personalize marketing to reach mobile-ad-friendly shoppers

NEW YORK ? Thirteen percent of mobile Americans are willing to receive advertisements on their phones in exchange for services, said a Nielsen analyst June 19 at the Mobile Research Summit: Data & Insights 2014.

Millennials and Generation X consumers make up the largest percentage of smartphone users, and account for 83 percent of mobile-ad-friendly shoppers. Such statistics point to how advertisers must redefine the shopping experience to make mobile advertising a successful strategy. 

?Everyone is mobile, but not everyone is a mobile shopper,? said Paul Kultgen, senior vice president for mobile and technology advertiser solutions at Nielsen, Chicago. 

Mobile Commerce Daily organized the Mobile Research Summit 2014. 

The audience of appeal 
Nielsen collected its data based on the behavior of millennials and Gen-X?ers, such as mobile usage, life-stage and events, attitudes to advertising and reaction to messaging. 

The data showed 36 percent of mobile-friendly shoppers are millennials and 47 percent are Gen-X?ers. More than half of these individuals are white collar and one-third have a household income of more than $100,000 per year. 

While on mobile, consumers may be searching for a number of things, such as locating nearby stores, checking prices, researching the item before making a purchase, using lists while shopping, accessing mobile coupons or reading reviews of recent or future purchases. 

Consumers will use their smartphone to make a purchase of an item or service, complete a mobile payment, write a product review or use social media to comment on a purchase. 

The majority of time spent on a smartphone involves this social media, which leads to a convenient opportunity for interaction between the brand and consumer. 

?Marketers must connect to consumers through social media,? Mr. Kultgen said. 

?With the challenge being the 13 percent statistic, the good news is actual response is much more positive when it?s targeted,? he said. ?It embraces what makes mobile unique and strikes an emotional response.?

Connecting with consumers during the shopping process to see how they feel can enhance the overall experience. 

Closing the gap
Walmart has expanded its mobile presence to better relate to consumers personally.

In a reflection of Walmart?s strong focus on leveraging mobile to enhance the in-store experience, the big box retailer?s @WalmartLabs acquired location-based shopping application Stylr.

The app, which was founded by two Standford alumni, pulls inventory data from local stores to show shoppers what is available in their vicinity. The deal follows closely on the heels of Walmart?s new digital receipts platform, which will be used as the basis for future in-store innovations such as automated shopping lists (see story). 

Furthermore, marketers can boost mobile ad engagement with tech-savvy consumers by crafting messages around personal, local and individual shopping interests and closing of the ?bricks-and-mortar? barrier or the digital shopping divide. 

?Mobile advertising can be very successful with the right formula,? Mr. Kultgen said. ?It?s about targeting the right people with the right mindset.? 

Final Take
Caitlyn Bohannon, editorial assistant for Mobile Marketer, New York