Copy the link to learn more on our site: http://www.mdgadvertising.com/blog/new-e-book-how-to-bag-more-mobile-shoppers-this-holiday-season/ - In the new must-have marketing tool for the holidays, MDG Advertising details how, in 2013, mobile devices will play a bigger role than ever in holiday shopping. Pew Research Center found that more than half of American adults now own a smartphone. And four out of five of them use smartphones to shop. As the new e-book explains, this should be good news for retailers, as mobile shoppers typically spend more than their bricks-and-mortar counterparts. According to the National Retail Federation, mobile sales were up 96% in 2012. With a still-tight economy this year, it’s likely that shoppers will spend more time looking for bargains—using their smartphones and tablets to research products, compare prices, search for promotions, and make purchases. In this game-changing e-book, MDG reveals tactics that give retailers an unfair advantage. For example, the e-book explains how to mobilize your mobile efforts to snag a bigger share of a predicted $600 billion in holiday sales. It includes clever strategies like: 1. Appeal to the mobile mindset. Display advertising doesn’t directly translate to the mobile screen. According to Anna Bager, VP and general manager of the Mobile Marketing Center of Excellence at the Interactive Advertising Bureau, “It’s about…moving across platforms, being mobile throughout the day and actually expecting to be able to pick up content wherever we are.” The e-book explains how to appeal to this mobile mindset. 2. Create a seamless shopping experience. It’s not just a matter of shopping from a mobile device. Today’s consumers are shopping from multiple devices. Retailers need to address ways to link the shopping experience from one device to another. 3. Use email to target mobile devices. According to a recent MediaPost blog proclaiming record email opens, mobile-device adoption and the use of marketing automation to target emails have made a big impact on performance. We’ll show you what items you must include in a successful email strategy. 4. Turn “showrooming” into sales. The e-book shares simple ways to keep potential customers from leaving the store to buy online. 5. Start early. The tight economy will drive consumers to spend more time looking for bargains. MDG’s e-book shares tactics to make sure your products are top-of-mind when the shopping process begins. For example, mobile-optimized search is a must. For more strategies on how to capture the mobile market for your brand, contact MDG Advertising today at 561-338-7797 or visit http://www.mdgadvertising.com.

1. Share this e-book!
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2. Make sure your holiday
sales messages address an
increasingly mobile audience.
This season’s online
shoppers will get
the big picture from
smaller screens.
One thing is certain. For 2013, mobile devices
will play a big role in holiday shopping. Pew
Research Center found that more than half of
American adults now own a smartphone. And
four out of five of them use smartphones to shop.
In addition, a still-tight economy has shoppers
spending more time looking for bargains. In
2012, 40% of shoppers consulted three or more
channels before purchasing, compared to just
10% in 2002. That means this year’s holiday
shoppers will likely research products, compare
prices, search for promotions, and even make
purchases using their smartphones, tablets, or
whatever screen is available.
Percentage of Consumers Who
Consulted Three or More Channels
10% 40%
2002
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2012
How to Bag More Mobile Shoppers This Holiday Season | Page 1

3. HERE’S WHAT YOU
Mobile Sales in 2012
96%
need to know
to maximize your share of the more than
600
$
The good news for retailers? These mobile
shoppers typically spend more than their
strictly bricks-and-mortar counterparts.
According to the National Retail Federation,
mobile sales were up 96% in 2012.
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It’s not just mobile.
It’s a mindset.
The trend toward mobile shopping means
advertisers need to reach users in a more
intimate way. According to Anna Bager, VP
and general manager of the Mobile Marketing
Center of Excellence at the Interactive
Advertising Bureau, you “have to think
differently than you do with display
advertising. It doesn’t translate over
to the mobile screen directly.”
mdgadvertising.com/mobile-shopping
BILLION
in sales expected this
holiday season.
Bager describes IAB’s approach to mobile
as more of a behavior than a screen.
“It’s about us as users moving across
platforms, being mobile throughout the
day and actually expecting to be able to
pick up content wherever we are.”
Retailers need to address this mobile mindset
by creating content that fits a shopper’s
experience at the time the message is
received. It’s not just about resizing content
to fit a particular screen. It’s about foreseeing
what the shopper needs at a particular point
in the shopping process.
How to Bag More Mobile Shoppers This Holiday Season | Page 2

4. How Consumers Shop Online
Creating a seamless mobile
shopping experience.
One result of the extended bargain hunting
process is that consumers are more likely
to shop from multiple devices. To increase
sales, marketers need to create a seamless
buying experience.
Another recent study by Google and Ipsos
shows the merging of in-store and online
sales. The back-and-forth movement
between online and in-store shopping
increases the likelihood of multiple-device
use—with shoppers starting the online
process on one device at home and then
picking it up on another while at the store.
This multi-device buying process has
shoppers resorting to features like shopping
carts and emailed links to themselves to
connect the experience from one device
to another. As a result, savvy marketers
are scrambling to find ways to simplify the
purchasing process and to target deviceappropriate messages at appropriate times
throughout the shopping experience.
According to a
recent Google
survey,
45%
45%
85%
of consumers
will start
shopping on
one device
and finish
on another.
Save bookmarks,
shopping cart,
etc.
Send an email/
link to themselves
34%
Directly navigate
to destination
32%
Conduct a
search on
another device
Consumer Shopping Behavior
50%
research
online
before
buying
at a store
33%
research
online,
visit the
store,
then buy
online
20%
visit the
store
before
going
online
16%
4%
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Sync to an
online service
Other
How to Bag More Mobile Shoppers This Holiday Season | Page 3

5. Different devices trigger
different behaviors.
To further complicate the mobile
shopping process, user behavior varies
depending on which device is being
used and where.
Although both tablet and smartphone owners
are likely to use their devices most frequently
in the home, tablet owners are more likely to
conduct product research and to purchase
physical items—often without ever leaving the
couch—than smartphone shoppers.
Outside the home, the equation changes with
smartphones used to locate stores, organize
shopping via lists, check prices, and scan for
savings. Even in the checkout lane, smartphone
shoppers continue to use their phones to
present mobile coupons and provide payment.
Back at home again, they will pick up their
tablets to share the shopping experience. In
addition to posting comments on social
media and writing product reviews, they may
also research information on complementary
products. And those who never left home to
shop in the first place will use their tablets to
track their online orders.
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The connection between
mobile marketing and email.
For many marketers, the multi-device
purchasing process will require greater
reliance on and more effective use of email.
According to a recent MediaPost blog
proclaiming record email opens, mobile device
adoption and the use of marketing automation
to target emails have made a big impact on
email performance. Knotice shows that the
combined total of emails opened on smartphones and tablets was 41.1% of U.S. email
opens in H2 2012, up from 27.4% in H2 2011.
Pam McAtee, senior vice president of
Epsilon’s digital solutions, claims mobile now
accounts for 60% or more of all email opens
for most clients. She predicts this number will
continue to climb before eventually
plateauing at around 70% to 80%.
To improve email engagement, marketers
are responding with messages targeting
user-prompted behaviors. These include
shopping cart-abandonment reminders,
welcome and confirmation messages,
as well as thank you responses.
Epsilon reports that
H2
2011
H2
2012
27.4%
41.1%
mdgadvertising.com/mobile-shopping
triggered emails in North
America were opened by
consumers in Q1 2013.
In its October 2012 data, Experian Marketing
Services reports that emails that were both
triggered and personalized garnered a 29.2%
open rate, as opposed to 23.3% for those
lacking personalization.
How to Bag More Mobile Shoppers This Holiday Season | Page 4

6. Turn showrooming
into in-store sales.
Some retailers fear that the blurring of lines
between online and in-store purchasing will
increase the incidence of showrooming—
a process in which customers check out
merchandise in-store before purchasing it at
a better price online. For the most part, these
fears have proven to be overly exaggerated.
According to recent
This may be in part because smart retailers
have found ways to keep showroomers from
leaving the store before buying. These tactics
include offering free wireless, improving the
in-store shopping experience, and using pricematching guarantees to hold onto customers.
Retailers are also learning that mobile is an
ideal way to help potential customers not
only find their store, but to research product
information and learn about promotional
offers once they’re onsite. Eight out of ten
smartphone owners say they want more
mobile-optimized information while shopping
in stores. Again, it’s important to target the
message to the location, time, and type of
device to keep it relevant to mobile users.
Pew findings,
46%
Is Cyber Monday the new
Black Friday?
Last year, mobile sales on Cyber Monday
were up 96% over 2011 (source: National
Retail Federation, 2012). This year, Cyber
Monday is expected to snag additional
mobile sales from those who prefer the
convenience of shopping from just about
anywhere, rather than standing in line
at a store.
In the past, large retailers have benefited
most from the huge crowds Black Friday
attracted to the malls and big-box stores.
Now Cyber Monday is leveling the playing
field for smaller retailers, who can just as
easily draw crowds to their online addresses
as the big players. There’s never been a
better time for small retailers to mount
aggressive Cyber Monday promotions.
of showroom shoppers
still ended up
purchasing in-store.
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How to Bag More Mobile Shoppers This Holiday Season | Page 5

7. Start early. Shoppers will.
This season, a still-tight economy will continue
to drive consumers to spend more time
seeking out bargains. Even though many
may not actually purchase until mid-December,
research shows that mobile shoppers begin
their online research long before then.
To capture these early-bird shoppers, make
sure your product or store ranks high in their
search results. Mobile-optimized search is
a must.
54%
of consumers will start
shopping before Black
Friday, according to a
recent Google survey.
40%
will begin before
Halloween, concludes the
National Retail Federation.
37%
of consumers say they’ll
use search to look for
gift ideas.
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The holiday message: mobilize your marketing
to keep pace with mobile shoppers.
Marketers who hope to benefit from the trend toward mobile shopping need
to mobilize their efforts. It’s not just a matter of resizing ads for smaller screens.
It’s about addressing the way users will interact with your messages while
viewing those screens.
Those who convert their marketing tactics early and successfully will capture
their share of this lucrative mobile market­
.
mdgadvertising.com/mobile-shopping
How to Bag More Mobile Shoppers This Holiday Season | Page 6

8. Source Articles
(Article titles are clickable and will navigate to the Internet)
Ecommerce Trends That May Help Brands Connect
56% of American Adults are Now Smartphone Owners
From Brick-and-Mortar to Mobile Click-and-Order:
Which Retailers are Carving Out Space in the
M-Commerce Market?
A Contest from Target with a High-Tech Twist
In-Store Mobile Commerce During the 2012 Holiday
Shopping Season
Showrooming Not Happening as Much as Retailers Think:
ForeSee
Why Cyber Monday is Bigger than Black Friday
Cannes 2013 Video: IAB Mobile isn’t a Screen, it’s a Behavior
Black Friday 2013 Predictions from blackfriday.fm
Ford Fuels up Print Brochures with Mobile
Shoppers Can Get a Jump on Holiday Shopping
Five Marketing Takeaways from SORO 2013:
Marketing and Merchandising
Pinterest Marketing Tips: Holiday Strategy
Record Email Opens Driven by Mobile and Targeting
How Mobile is Transforming the Shopping Experience
in Stores
A Mobile Shopper’s Journey: From the Couch to the Store
(and Back Again)
Holiday Consumer Intentions 2012
Data Dive: Mobile’s Influence This Holiday Season
Smartphone Owners Want More Mobile Information
in Stores
Holiday Shopping More Mobile Than Ever
How to Spend on Social During the Holidays
Smartphone Ownership 2013
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How to Bag More Mobile Shoppers This Holiday Season | Page 7

9. If you would like to receive future MDG e-books, subscribe
to the MDG blog, or contact MDG Advertising for a consultation
on how you can improve your holiday marketing strategy,
visit us at mdgadvertising.com or call 561 338 7797.
MDG Advertising | mdgadvertising.com
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3500 NW Boca Raton Blvd. | Suite 601 | Boca Raton, FL 33431 | 561 338 7797
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info@mdgadvertising.com