Restaurants: Mobile Path To Purchase Study

According to the "Mobile Path To Purchase" a recent survey by xAd, Telmetrics, and Nielsen, which analyzed mobile purchase funnels and consumer behavior - consumers are making a majority of their dining decisions on their mobile devices than any other category. Entertainment decisions come in second place.

The survey contains a wealth of information, but five key research insights about the changing majority ring particularly true for foodservice operators.

1. The mobile majority. A whopping 60 percent of restaurant consumers in the study used ONLY their mobile devices in making a purchase decision. 

2. The undecided majority. Most mobile users do not have a restaurant in mind when they start their search. In fact the unsure are a whopping 75 percent – only one quarter of those surveyed went to their mobile device with a particular restaurant in mind. 

3. The “what’s for dinner?” majority. Device usage climbs steadily during the day and peaks during dinnertime, particularly tablet usage, so the dinner segment is an opportunity for operators to explore options outside of a normal routine.

4. The make-it-quick majority. Mobile users wanted the most immediacy when seeking restaurants; a whopping 64 percent of mobile users in the restaurant category are looking to complete their purchase within the hour. QSR and fast casual brands offering added conveniences such as the ability to repeat past orders or use a credit card will have a better shot at staying top of mind with customers looking for a self-service experience.

5. The buying majority. Not only are more customers on smartphones; they are more likely to buy during a smartphone sessions. Among those studied, the restaurant segment had the highest mobile conversion rate in the study, with 80 percent of restaurant users reporting a transaction.

The investment in mobile ordering and payment options is now a necessity, no longer a strategic choice.

Big Data for Local Business

When some people think of Big Data, they often think of terabytes of data that only the largest enterprises can leverage to build insights and gain competitive advantage. Local business owners as a whole have not participated in the Big Data revolution because most have simply concluded the technology of working with Big Data was too difficult, too expensive and just plain intimidating, and that Big Data is strictly for the realm of large corporations with advanced technology know-how and deep pockets. The truth is Big Data is not only about the sheer volume of the data, but it’s also about new ways to integrate multiple data sources with completely different and unstructured datasets and to correlate data in unique ways to provide an organization with a 360 degree view of their customers.

If you are a local business owner, whether you realized it or not, the information world is changing rapidly around us. It is no secret that there has been an explosive growth of digital data in just the last several years. According to IDC, the world produced more than one zettabyte (1,000,000,000,000 gigabytes) of data for the first time in 2010. A study by IBM concluded that more than 90% of the world’s data has been created in the past two years alone. Fueling this data explosion are over 5 billion mobile devices, and on any given day there are almost 3 billion Google searches, 1 billion Facebook updates, 500 million tweets, 300 billion sent emails, and 70,000 hours worth of video uploaded to YouTube. All this data for just a single day!

Like the customers of larger corporations, customers and potential customers of local businesses are also the same Google searchers, Facebook updaters, Twitter posters, email recipients, and blog readers. Local businesses need a deeper understanding of their customers; they need to know what makes their customers tick—just like franchisors big and small do. Consumer behaviors evolve, and technology is changing the relationships between businesses and their customers, whether you are multi-national or local.

Despite the obvious motivation to leverage data, many small businesses still hesitate to jump in with both feet. A recent Nielsen poll of 2,000 small businesses in the U.S. found that 41 percent of small businesses think conducting market research is too costly, and 42 percent say they just don’t have the time. And even more surprisingly, 35 percent went so far as to say they’ve never even considered it, most likely because they don’t even know how to get started. Another survey found that 70 percent of companies are overwhelmed by the amount of data generated in their daily operations and only 25 percent of businesses had a plan to deal with big data.

The fact is data is fast becoming the one technological advantage that differentiates winners and losers in the large corporate world. This trend will also be relevant for local businesses. Going forward, the companies, big or small, that have the best data strategy will succeed. It matters not the industry or size, and the companies that understand precisely what their customer wants, what they don't want, how they want it and when they want it, will be the ultimate winners.

The good news for local business owners is that there are solutions specifically designed for them to benefit from the data revolution. They can track customer behavior on their websites, measure social engagement, optimize email campaigns, and provide personalized offers, all from a single platform and without the need for an army of analysts. Large competitors no longer have the advantage of size. Every organization has a need for data and the insights provided by that data. It’s even more important when it comes to the challenge of identifying your most valuable consumers. When you have the right data, collected, integrated, combined, aggregated, analyzed and presented intuitively by a simple to use platform, the challenge of finding your most valuable customers and creating products, services and experiences that matter to those customers becomes so much easier.

​SimplyEngage is paving the way for a future where local businesses can do this just as well as the biggest and most sophisticated multi-nationals.

Next Restaurants

When opening a new restaurant, you can be inundated with information, options and questions. Questions on whether you are doing things right and using the tools that you have at hand in an efficient, profitable way. Once you have the operations in place, the next step is promoting your restaurant and researching digital marketing opportunities.

Next Restaurants is a great place to start. They are a news and opinion resource for restaurant operators and owners. The site is edited by Brandon Hull, a leader in the digital loyalty and marketing industry, and Phil Baylog, an expert in restaurant web development and digital marketing. Their mission: to be the primary destination for digital restaurant marketing.

Once you are knowledgable and more privy to the benefits of online marketing, SimplyEngage can assist you in conveniently accessing multiple channels such as: email, website creation and social media. 


NY Tech Day 2014

​We had a blast today at NY Tech Day at Pier 92. It is always exciting to see what is coming out on the marketing and to meet the leaders in the marketing and technology industry. If you were not able to attend this year, we highly recommend that you attend next year. 

Thank you to all of the volunteers that helped pull this together!

Word-of-Mouth A Bigger Purchase Influence For Millennials Than Boomers, Who Rely More on Ads

recently-released study from Radius Global Marketing Research identifies some key similarities and differences in shopping habits, preferences, and influences among Millennials (18-32) and Baby Boomers (49-67). One of the key differences pertains the top sources of information that influence purchase decisions. Millennials appear to be more influenced by word-of-mouth than Baby Boomers, while the latter are more reliant on advertising than the younger generation. Please click here to read more!

2014 Trends To Watch

SimplyEngage Incorporates Them All~

Common Social Media Marketing Blunders to Avoid in 2014

2014 is still fresh and if you’re ready to take your business’ social media marketing strategy to the next level then knowing what NOT to do is just as important as knowing what TO do. We’ve outlined some of the biggest social media blunders businesses have made in the past and ways to avoid them in the New Year. (To read more please visit Social Compass.)

The most common blunder made by businesses on social media is not tailoring a strategy to different social networks. Twitter users behave differently than Facebook users, and applying one strategy across both will cause your business to miss out on a lot of opportunities. We’ve broken down some of these big mistakes based on popular social networks.

Facebook: Facebook is more than just a way to share promotions and interact with potential customers; it is quickly becoming the easiest way for consumers to review your business. Just because your business isn’t noticing the negative post a customer made doesn’t mean other potential customers aren’t either. Inconsistency shows a lack of communication with customers on a site tailored to create better customer-to-business relationships.

Twitter: One of the greatest advantages of Twitter is the ability it gives businesses to have quick and direct communication with consumers. Your business would be making a mistake if it didn’t use Twitter to engage in online conversations through @Replies and the use of trending hashtags.

Instagram: DON’T post text to Instagram! Instagram users value this social network because of how visually appealing it is. They want to look at images that quickly grab their attention. There is no quicker way to turn Instagram users away from your posts than with copy heavy images. For example, instead of posting a picture of a coupon, share a picture of a product and explain the discount details in the caption.

Pinterest:  Use your business’ Pinterest to entertain and relate to customers. Share pins that relate to your industry but would also be appealing to your target audience. It’s okay to pin the occasional promotion or coupon, but too many marketing materials will turn followers away.

Google+: Google+ may not seem like a game player in relation to Facebook or Twitter, but it would be a mistake to keep it on your bench. Google+ actually has over 300 million active users, and is expected to make a dent in the social media world in 2014.

To learn more about creating a successful social media marketing plan for your business, visit SimplyEngage. Request a free trial to learn more about our unique digital marketing platform! 

Sign Up To Win A FREE iPad Mini!

How do I get my hands on a free iPad mini you ask....well, it's easy! Simply stop by our booth #1221 at the IFA convention, take our quick survey and you will be entered to win! We will draw our winners at the end of each day. We look forward to learning more about you and how SimplyEngage can provide solutions to your online marketing needs. 

​Have a great day!

IFA Day: 1

Day 1 of the IFA and it's starting off on the right foot! We are having so much fun in New Orleans and our booth is looking great. Stop by booth #1221 and find out how our platform can grow your business!