New year’s eve is just around the corner and the stats coming from holiday sales are showing that mobile sales are booming as expected.
In this blog post we would like to inform you about key mobile stats of 2016 and provide key mobile tactics that you can use in your marketing mix during the holiday season
Key Mobile Stats from 2016
Recode reported that Online shoppers in the U.S. made $1.2 billion of purchases via their phones and tablets on Black Friday, which means 33% increase over last year’s mobile sales total for the day.
It was not a surprise for marketers since During 2016, the share of m-retail (tablet + smartphones) sales completed on smartphones reached a record high in June, with 42% of sales completed on these devices. When compared with the corresponding data from the same month last year, this number reveals that smartphones have taken an additional 15% share of m-retail sales over the past year (IMRG/Capgemini)
As reported by us earlier; mobile transactions accounted for between 45-61% of online retailers revenue during 2016. The app portion of this total revenue is also high, between 30-40%. Moreover As a key enabler of mobile engagement Push Notifications boosted mobile orders by 180%
All the stats proved the power of mobile once more, and here are some key tactics for marketers to cope up with mobile revolution.
Key Mobile Marketing Tactics for Holiday Season
1- Provide Omni-channel Experiences
Creating a consistent experience for your customers across every touch point is a must, especially for mobile marketers. Consumers expect to receive a consistent experience whether they’re in a store, visiting a website, using mobile apps, reading email, or engaging with social media.
How can your communication efforts be consistent across all channels? The answer is by integrating the data that you collect from every different channel. In other words, all the data obtained from a specific customer in his different touch points should be integrated in a single profile for that user
2- Use Automated Campaigns
You can use automated campaigns to increase Retention and Engagement. Thanks to automated campaigns you can;
• catch your customers when they intend to do something,
• catch their inactivity before they disappear
Catch Their Activity: What’s the most important user’s activity you want to focus your attention on? Do you want to monitor every time he opens the app or when he visits a product details page? Automated campaigns help you catch the customer X times after he takes specific actions. Here some examples of automated campaigns triggered by customers’ activity:
• Send them a questionnaire 5 minutes after they call the call center.
• Ask them to give you a rating 5 days after they make their first purchase.
• Send them a warm welcome message and a coupon 1 day after they install the app.
• Show them the perfect matching shoes 3 minutes after they add a skirt to their basket.
Catch their inactivity: This scenario is good both for engagement and retention. You may want to engage the users further by promoting a feature that they haven’t used for a while, or you may want to reengage them when they stop showing up. Here some examples of automated campaigns triggered by customers’ inactivity:
• Send them a message when they don’t open the app for two weeks.
• Send them a special offer when they don’t purchase anything for a month.
• Send them an interesting news or video when they have been idle for a month.
Don’t forget that if Customers’ Acquisition is really hard for mobile apps, Retention is even harder. Don’t let them forget about you!
3- Enrich Your Messages
Consumers are receiving various messages from different brands especially in the holiday season. They are bombarded with deals from every channel. By sending offers to the consumers using supplemental images and videos will more likely inspire consumers to make a purchase. For instance, sending an interactive push notification including a product image might be more effective than sending a text-based offer.
So don’t limit your message to a few words. Use rich media (images, videos) to show special features of your products or even just to make your users smile at engaging content. Let your customers remember you even if they are not ready to buy…yet. Enriching your messages can be very simple, as explained here
4- Enrich Your Segmentation
In addition to demographic data such as gender, age, etc…add location and behavior data to your segmentation process. Be sure that your segmentation strategy uses all the data you have appropriately.
For example, instead of planning your campaign solely with demographics use segmentation including past-purchases, web-mobile visits, product preferences, social profiles and location. Moreover, Segment your users according to criteria like favourite item categories or most active times on mobile. Then build personalised messages to reach your users at different times with different information about products, special offers and discounts. Your customers will feel you took the time to get to know them and will value the information you provided to them.
5- Integrate Online and Offline
During the holiday season Marketers aim to increase sales volume both in offline stores and online channels like websites and apps.
Since consumers are taking decisions by touching brands in different channels, omni-channel marketing and integrating online and offline channels become an important issue for marketers.
When online & offline channel integration is the issue, using geo-fencing technology (especially beacons) is a great choice for marketers. By using beacon technology, marketers can target customers while they’re close to a store or even inside it.
In addition to using location data, marketers can personalize their marketing messages on the basis of virtual and physical shopping behaviour and the context of users’ potential purchasing decisions.
In other words, instead of sending messages to consumers based solely on the location, behavioural data such as goods they’ve purchased, offers they’ve redeemed in the past and predictions of what they’re likely to be seeking can be used for more tailored offers.
6- Be There to Win Mobile Moments
Every marketer wants to ‘be there’ for their consumers especially at their mobile moments. That’s mostly because appearing in front of consumers at their mobile moments bring the highest conversions for marketers.
Being there is a chance for brands to address consumers’ needs at the right moment and help customers to move along in their decision making journey. In addition, being there helps marketers to deepen their relationship with their customers in order to increase their loyal customer base and increase lifetime values of their customers.
Being there at consumers’ mobile moments such as mobile searches, app interactions, mobile site visits or mobile video views is crucial for marketers, especially for Retailers and E-commerce firms.
7- Do Not Forget Post- Purchase Stage
After a consumer makes a decision they expect satisfaction to occur from their decision. If the product or service does not meet their requirements, then dissatisfaction might occur. At this point the marketer may lose the chance to make this customer a loyal user. That’s why savvy marketers make sure that their consumer is completely satisfied and does not develop any negative post-purchase feelings.
In post-purchase stage a marketer’s job is to provide consumers with an after sale service as well as extra benefits, such as discounts and free trials. Mobile marketers may auto-trigger some messages when the user completes a desired action within an app. It may be a “Thank You” note after a social share, a product recommendation after they add a similar product to basket, or a “request received” note after they submit a form. Moreover mobile marketers might execute the following actions:
• Send to app users status updates of their shipment i.e. as soon as the shipment is ready
• Send to app users updates about the news they are following.
• Say “thank you for sharing” when they share something from the app.