What Marketers Should Know About Back-to-School Season

amp160In the midst of backtoschool season there have been countless studies published about how when and why people are doing their school shopping But one trend weamp8217re seeing across the board is a deeper convergence of online and offline commerceFor example new research from Retalecom shows that 78 of parents will use a smartphone to help guide their purchases amp160a 7 increase from last yearAmong that group 63 will use their phones to compare prices 46 will use their devices to find nearby store locations 37 will buy directly off of their phonesAnother study from the International Council of Shopping Centers shows that while the majority of consumers plan to shop instore 79 will use a mobile device while theyamp8217re in thereSo as brands and marketers ramp up their omnichannel strategy here are a couple things to keep in mindOne Tailor your messaging Backtoschool shopping attracts a wide range of parents and students But mobile is a personal device and everyone uses it differentlyTwo Avoid notification numbness You can use location targeting to reach consumers when theyamp8217re instore But if you hit someone with too many messages then theyamp8217ll tune you out Find your brandamp8217s sweet spot where youamp8217re giving people what they need on an optin basisThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillageMyersBizNet management or associated bloggersamp160

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What Marketers Should Know About Back-to-School Season

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What Marketers Should Know About Back-to-School Season

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