This is what emerges from a Google search on the use of sites and apps for the EMEA area (Europe, Middle East and Africa). In particular, the research shows that many of the consumers visit websites to search for product information as they contain more information than apps.The reason is that users prefer online sales sites when they browse without a specific reason or just to look for information, while they prefer to use apps when they have to perform a specific action.We at COMON questioned the results of this research, drawing some useful considerations for a web marketing strategy that today cannot help but take into consideration what happens on mobile. In particular, we want to point out that there are essentially two factors that stimulate the use of smartphones to buy online (or to search for product information):the context in which the consumer lives;his network of relationships.
The contextIf we think of the smartphone itself, we realize that it is a tool:portable ( mobile note );always connected ;geolocated ;convergent. Convergent because several products converge in Job Function Email List a single instrument . We think of the phone, the camera, the browser, the radio and video streaming. This ensures that a consumer has at his disposal more tools to take with him, which are in continuous interchange with the network and geolocated in a physical place.The context, precisely because of these characteristics, plays an important role. Wherever he is, the consumer can receive stimuli from the outside: advertising, signs, flyers, shop windows, commercials, etc… and may need to study the stimulus-information received using the smartphone.
And this is only the first step…the purchasing environmentIn fact, when we talked about how to set up a Content Marketing strategy, we introduced the concept of the customer journey , that is the path that the consumer takes from brand awareness to the purchase action.What we have just seen is, therefore, a procedure that takes place when the consumer knows the brand or product and deepens his knowledge by carrying out a search.This is precisely what Google research highlights, namely that the awareness phase in mobile shopping takes place (in most cases) by carrying out a search and interacting with websites and not with applications.In this context, SEO plays an important role, because it is from a good positioning on search engines that the consumer will come into contact with our site.
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