Social Media and Mobile Marketing
As we detailed in a recent post, the vast majority of consumers start their search for a restaurant or bar on their mobile device. Crucial to this, of course, is high placement on search engines like Google. But increasingly, social media activity and user engagement have become nearly just as important.
According to Hubspot, 90% of consumers believe brand recommendations from friends, and even more interestingly, 70% believe recommendations from other consumers. In contrast, only 25% of consumers trust advertisements. 1 This means that folks are more accepting of product and brand recommendations from strangers than they are from direct advertising.
Most salespeople understand the power and importance of the referral, and social media has slotted in nicely as the modern venue for the majority of these types of interactions. Like handshake referrals of old, social media referrals are both free and highly effective. But unlike the old ways, with just a single click, a social media referral can be propagated to thousands more people and still make an impression to a stranger days, months, and even years after its initial posting.
The primary means for driving this type of interaction is through mobile devices. Customers are most likely to interact with a company’s social media brand while engaging in business with that company, or shortly thereafter. For retail stores and restaurants, this means inside the brick and mortar on a mobile device.
67% of cell phone owners between the ages of 18-29 use social media on their mobile devices, and that number is growing.2 Each generation is more comfortable working primarily from a mobile platform and businesses need to adapt.
It is key for all businesses – but particularly restaurants and retail stores – to find ways to optimize in-store marketing to get the most out of mobile social media users.
In our next post, we’ll walk you through some of the ways we can help.