While consumer packaged goods brands spend more of their digital ad dollars on desktop than they do on mobile, many say their mobile spend is increasing. It’s still small, and initiatives are often experimental, but the brands expect the insights gleaned from these small efforts to pay off big time, according to a new eMarketer report, “Brands Go Mobile in the Grocery Aisle: Closing the Loop Between Awareness and Purchase.”
Grocery brands are especially interested in testing mobile efforts as a way to connect with the consumer closer to the point of purchase. Mobile is allowing that connection, giving brands the opportunity to go directly to consumers while they stroll the grocery store aisle. A September 2013 study by mobile technology company Ninth Decimal (formerly JiWire) found that in-store, grocery shoppers were most receptive to messages that offered discounts: 28% said that receiving a coupon was the biggest influencer of purchases, while 20% said notification of an item on sale would prompt a purchase. Advertising—without any sort of offer—influenced just 15% of shoppers. Read the rest at eMarketer.