Why mobile marketing is right for the Green Industry

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Throughout the development of Plantola we have spent a considerable amount of time getting “outside the building” and talking to our customer base – garden centers and nurseries.  One insight that we learned early on was a general reluctance to invest heavily in online marketing, especially social media because of the inability to restrict content and advertising to local audiences, and measure the impact on Customer Satisfaction, Store Traffic and Sales.

The garden center owners we spoke with had difficulty understanding the value of reaching an audience that was not within driving distance of their business.  This makes a lot of sense, especially given the low rate of e-commerce adoption across the green industry.  Mobile marketing addresses this problem, and offers a number of distinct advantages over traditional digital marketing channels like email, display and search.

Today’s Internet is mobile

Mobile devices, like smartphones and tablets, are quickly replacing computers as the way most people access the internet and web-based services. Case in point, Facebook’s monthly active users. More than half a billion of Facebook’s monthly active users (or 38% of the total) access Facebook solely from their mobile devices. A different study from Forrester Research found that 42 percent of US retailers’ email opens occur on smartphones’ it was at 28 percent in 2013.  Not incorporating mobile marketing into your digital marketing plan means removing a large portion of your target market from your potential audience.

Mobile Ads Get Noticed

Studies have shown that mobile ads on Apps get much higher click-throughs than ads on the mobile Web: 0.58% on apps vs. only 0.23% on the mobile Web.  Not impressed? Consider that the average click-through rate for desktop web ads is in the range of 0.1% to 0.2%.

Mobile Ads Are Local Ads

Few independent business owners can afford to waste their marketing budget communicating with people that will never be customers.  This explains the continued appeal of advertising in local media like newspapers and radio. Thanks in large part to the rise of social media platforms like Facebook, and the demographic data they have amassed about their users, local advertising is increasingly moving online.  Mobile advertising brings geographic targeting from the city to the street corner, and even the store aisle, by leveraging your smartphones location awareness. Mobile advertising is particularly effective when tied together with a customers purchase history. The right offer, at the right time, in the right place.

Matt

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