How to make mobile a key driver of in-store sales

Understanding the role smartphones play in consumers’ path to purchase is only going to get harder as mobile ad spend rises, so what are the challenges and how can marketers look to overcome them? Every year in recent memory has been hailed ‘the year of mobile’, but as smartphone use grows and ad spend rises it is becoming increasingly vital – yet challenging – to attribute sales to mobile and understand its place in the path to purchase. So is the advertising industry doing enough to show the value of smartphones and the role they play in consumers’ lives? Exclusive research shown to Marketing Week aims to highlight the power of mobile search in driving in-store traffic and sales; it shows that more than half of all consumers would be more likely to make an in-store purchase if they saw an ad with a promotion or discount offer on their smartphone.