Meeting Consumer Needs – Part 2

Where they are – with what they want!

Last week we talked about whether consumers liked marketing and advertising and whether it increased their desire or interest.  Our research study clearly validated that marketing and advertising does impact consumers’ curiosity and desire. But, our research also indicated that a large percentage of consumers whose curiosity and interest was piqued only actively sought more information a relatively small percentage of the time. We contend this is because marketers don’t always give consumers an easy way to get more information at their moment of need/desire. We also contend that by providing a mobile opportunity with the advertising that consumers will act upon their increased curiosity/interest. Let’s see what the consumers we polled had to say about what they wanted, how they wanted it and whether it would impact their buying habits.

First we asked our research participants where they would like to see a mobile opportunity on advertising and the results clearly demonstrate that consumers are interested in mobile opportunities! The respondents said they would like to see a mobile opportunity:

  • Where-Statistics67% on product packaging
  • 39% on direct mail
  • 64% on grocery store shelves
  • 35% on clothing tags
  • 58% on magazine advertising
  • 30% on restaurant food packaging
  • 51% on coupon circulars
  • 26% on event signage
  • 23% on TV advertising

We then asked them what method they’d like to see to access more information about a product or service. 49% of respondents said they’d like to see a mobile trigger such as a SnapTag, QR code or UPC code and 34% said they’d prefer an NFC message push . (Given the high response level, this also tells us that mobile activators have become ubiquitous today, which is great news!)

Of those same respondents, we asked them to describe their need or desire to access information using these types of prompts. 20% said they wished all products and services offered mobile prompts so that they could get more information and 44% said they wished more advertising offered the prompts. Only 13% said that it didn’t matter because they don’t use mobile prompts. Even more encouraging, 69% of the respondents said their use of mobile activators would either definitely or probably increase if more were offered.

So, we’ve identified that consumers want the ability to access more information during their moment of need/desire and that they’re open to using mobile activators to get that information.  But, the real question is whether it impacts their decision making process for a product or service. Here’s what survey respondents had to say.

When asked whether they were able the information they wanted quickly at their moment of need/desire:

  • 24% said they’d be far more likely to buy;
  • 41% said they’d be somewhat more likely to buy;
  • 28% said it helped, but they would continue to research/shop;
  • 7% said it had no impact on their likelihood to buy.

The results were very similar when asked if it would impact their loyalty to a brand. What this tells us that it’s no different than other mediums like the Internet or TV shopping shows like QVC. If you give them the information they want, when they want it, and you provide an easy path to purchase, they will convert from interested consumers to buyers! We also know that consumers’ appetite for mobile engagements will only continue to grow. According to recent research conducted by eMarketer, Pew and ComScore, 91% of adult consumers now own a mobile phone; they spend 2.2 hours a day on their phone with non-voice activities; and four out of five shop on their smartphone. Those statistics tell us that we as marketers need to continue to find compelling ways to engage with consumers on their mobile phones!

Next week, we’ll explore some of the places in which consumers from our survey said that they’d like to see mobile activators and share results from some of our clients’ campaigns using mobile activators in these places.