Selling with smartphones – marketing ideas for mobile phones
To celebrate the anniversary of the first generation iPhone, we’re looking at how smartphone technology has revolutionised the use of offline content in the print industry; giving you some great new marketing ideas for mobile phones in the process.
Eight years on from the initial release of the smartphone on 29th June, worldwide ownership of these devices is on the rise. It is thought that by 2016, 31.3% of the world’s population will own one, according to the eMarketer, and in the UK, the number of smartphone users is expected to rise to 46 million in 2018.
In the past 8 years, the iPhone has undergone some impressive transformations and upgrades, but it has also spawned a series of high quality rivals fighting for market share; Samsung Galaxy, HTC and the Sony Experia to name a few.
The brands may differ, but what the smartphone has achieved is the ultimate in on-the-go convenience; allowing users to work, shop, learn, play, chat, watch and compete – anytime, anywhere and with anyone.
At Elanders we love looking at how mobile technology impacts all industries, as well as our own. There is no denying that sectors we regularly work with, such as retail, automotive, travel, education and food and drink, all make the most out of digital technology through their marketing activities. But how can we at Elanders help you to make steps towards mobile technology through print and packaging?
Making print sell
For the retail industry, brochures and catalogues have always been an excellent tool for increasing sales and raising brand awareness. Over the past decade however, online sales have taken over the industry, with e-commerce being the fastest growing retail market in Europe. In 2015, online sales are expected to grow by 18.4% (Centre for Retail Research).
So with trends pointing towards an even brighter future for e-commerce, tied with a natural desire for consumers to flick through the glossy pages of a brochure or catalogue, we think combining the two makes for the ideal multi-channel platform for retailers.
The same research conducted by the Centre for Retail Research also stated that ‘up to one half of website browsing occurs through customers using mobile devices; both smartphones and tablets’. So the power of combining print and smartphone use can surely only benefit e-commerce activity further, allowing you to take your customers seamlessly from the page to the online site.
The simplest way it can work is like this: say you’re selling home wares – embed the links to your e-commerce site into the images of your products. Users can scan your brochure/catalogue/look book and they will be directly transported to your site. From your site they can buy, browse, leave their details, look at further products etc.
Here are many more ways to make the most out of this, but the above is something to get started with.
Increased value in packaging
Packaging already does so much for a product’s shelf appeal. Retailers and brand owners know that this is a trick not to be ignored and many plough significant portions of the budget into getting this right.
So if you’re going to invest heavily in packaging design and manufacturing, why not make your investment go further? Using smartphone technology in packaging has been lightly explored, but never exploited and the possibilities are endless!
A product’s packaging is design to sell, but also to communicate the message of the brand. From luxury items in quality and bespoke packages, to functional products in equally functional packaging – content and design is carefully considered.
But why keep content on the box? Within printed images on the box, you can embed digital content that springs to life as soon as you hover your smartphone over the print.
Available to embed is anything from instructional videos on the product’s use, video blogs on how to get the best out of products (cosmetics, personal care, leisure equipment) or even just a way to include additional brand messaging through content, via corporate films, advertising and video messages.
But content is not limited to video. The digital links can take users to web pages, personal login pages, social media sites and ecommerce pages. The benefit? You’re giving your customers a lot more and therefore helping them engage more actively with your brand and your products.
But you’re also making use of the whole digital arsenal at your fingertips and collecting data, contact details, visitor statistics and market intelligence at the same time.
These are just brief examples of how smartphones and print work very well together. The many other ways we can help you merge online and offline content to meet your company’s key objectives are limitless.
If you have an idea you’d like to explore, get in touch.
Source: eMarketer and Centre for Retail Research.