The growing prominence of mobile and online shopping has challenged marketers to refine and tailor how they target the ‘always on’ consumer.
Retail hours are a thing of the past and the individual lifestyles of consumers are becoming relevant to targeted campaigns.
The optimisation of brand websites and email marketing content for mobile devices is becoming ever more sophisticated as a result, and is increasingly tailored to smooth thecustomer experience.
This new 24-hour retail market means marketers have to engage customers across a range of devices at all stages of the purchasing journey.
Customers can decide to make a purchase at any time of the day or night, and marketers must be ready to help guide these decisions.
In the past it was possible to predict that the best time to send an email to a customer was around 9am, when it would be top of their inbox as they arrived at their desk.
The proliferation of mobile devices has changed people’s behaviour – and marketers’ campaigns need to change accordingly.
