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3 things mobile marketers must know ahead of the holidays

Editor’s note: The following is a guest post from Jeff Hasen, a mobile strategist at Possible Mobile.

New mobile technologies and shifts in consumer behavior have to be factored in as we enter the all-important selling season.

Here are three areas to keep an eye on:

An earlier start to holiday buying

Here’s some bad news. If you haven’t started thinking about holiday programs, you are woefully behind.

According to the National Retail Federation, consumers have had the holidays in mind long before the first snow. The holiday season starts ahead of Black Friday, with more than half of holiday shoppers starting to research and plan their gifts in October or earlier — before they start committing to actual purchases.

Interestingly, consumers may be entering the holidays armed with more information but that doesn’t mean their minds are completely made up, the NRF reported. Nine in 10-holiday shoppers said that something convinced them to make a purchase they may have been hesitant about, and more than half purchased an item that was recommended to them by the retailer online.

We will surely see even more mobile activity this year. Continuing a trend, comScore determined that $80.2 billion was spent online during the November-December 2016 holiday season, up 17% year-over-year.

Mobile commerce grew 44% from a season ago, with $17.1 billion spent via smartphones and tablets. M-commerce accounted for 21% of the season’s total digital sales, up from 17% in 2015, as more people are comfortable making their holiday purchases on mobile devices.

EMarketer indicates that the total U.S. holiday e-commerce sales are forecast to climb by 16.6% this year. Total holiday retail sales are predicted to rise by 3.1% year-over-year.

Augmented reality

One of the most important advancements shipping with iOS 11 is the ARKit for augmented reality apps. Apple has named this the “largest AR platform in the world.”



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