Map Mobile Device Users to Buy from You

Millennial Media reports substantial growth in mobile device ad campaigns using maps. Since Millennial Media is the largest independent mobile ad company in America and reaches users in more than 250 territories, that fact about maps has significance for retailers who use mobile technology marketing.
     From the second quarter to the third quarter of 2011, there was a 27% increase in mobile device ads which allow a shopper to view a map to get to the advertiser’s shop. It’s said that when William T. Dillard—who founded the Dillard’s department store chain—was asked what were the three most important factors for the success of a retail operation, he answered, “Location. Location. Location.” He’s often credited with originating that phrase, even before real estate agents began claiming it as their own. But whatever your location, you’ll want to bring ’em on in to you with maps.
     Consumer enchantment with technology, and with GPS systems in particular, increase the influence of maps. Even when the shopper knows where you are, they’ll have more fun when there’s a map to follow. And prospective customers may not know where you are.
     Once the shopper is inside your store, encourage her to use a mobile device to keep others posted about her shopping experiences and to invite others to participate. A repeated finding in consumer behavior research is that when people shop in groups, the total of what they buy is usually higher than the total would be if each were shopping alone. Here, too, maps can add to the enjoyment.
     In this case, it would be a map of the store. Your message could be, “Did others come shopping with you today, but are in a different part of the store? Get in touch with them using your mobile device, tell them where you are, and get their thoughts on what you’re shopping for.”
     In addition to providing directions and entertainment, maps increase sales because they are images. Psychologists at Dartmouth College and Arizona State University provide evidence of how when we imagine carrying out an action, we’re significantly more likely to actually do it. As the shopper traces out a route on the map, their motivation to take that route goes up.
     There does need to be more than the map, though. The Millennial Media study found that the top activity for mobile device users is to find a good value.

Click below for more:
Locate Mobile Shoppers in Your Space
Encourage Group Shopping