Mobile boom and performance marketing sites are modifying purchasing patterns

The combination of a growing penetration of smartphones and the pressure of the economic crisis are having a profound effect on the purchasing behavior of European consumers.

From price comparators to websites that work with loyalty and reward formulas, coupons, gift codes and redemption, 92% of online  consumers prefer websites and affiliate applications when deciding what to buy.

The affiliated websites move the websites of retailers to a second position (87%) and seriously jeopardize the sites of big business when buying products such as fashion (47%). These are the conclusions of Tradedoubler’s latest study “ Results Marketing: from the first impression to the last click”.

Mobile boom and performance marketing sites are modifying purchasing patternsConsumers surveyed are now ready to buy both on affiliated websites (82%) and on the websites of shops (83%).

Traditionally, results marketing channels, commonly associated with cost-per-action (CPA) payment models, were considered to influence only the final phase of the sale: in the last click . This last study shows that brands that do not use results marketing risk being discarded when considered irrelevant in the search for products and services.

“This is a wake-up call for marketers and big business,” says Soraya García Merino, Country Manager Tradedoubler. “The mobile environment and the boom of sites based on results marketing are massively modifying purchasing patterns. Consumers demand value, which is leading them to look for the best possible deals on affiliate sites and this from the first phase of the purchase process. “

“Brands that do not take into account the marketing of results risk becoming invisible to consumers from the first step in the buying process,” continues García Merino.

The impact of “showrooming”

The rapid growth of showrooming  means that even brands and retailers that attract consumers to the shops are not free from danger.

60% of consumers online use their smartphones when buying. Of these, three-quarters use the mobile to gather information about products they have already seen in the store, and 70% of them check for better offers at other sites, while 60% go home to buy the product since Your computer after comparing prices on your mobile phone.

“Traditional retail metrics are no longer a guarantee of success and need to adopt results marketing strategies now that 51% of mobile consumers are looking for coupons and discounts for products they have seen in stores and that 44% Uses coupons that get to your mobile.

Marketers need defensive and offensive strategies to protect and increase revenue and, in fact, remain relevant in this intense multi-channel environment, “says Soraya García Merino.

New consumer loyalty to affiliate channels 

Once affiliation channels have become an element of consumer behavior, the study shows that it is they who control their own loyalty, making purchases at the same level in affiliation sites as in the brands’ own sites. More than a quarter of consumers make additional purchases after receiving e-mails from affiliate platforms, almost the same percentage of consumers who buy after receiving an e-mail from a brand.

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