Here we are, a few days away to the biggest shopping day of the year* Cyber Monday, and with the addition of Black Friday, we are currently in the blockbuster shopping week!
* According to Business Insider, e-commerce companies experienced mobile internet’s first $2 billion dollars a day and their highest sales week ever on last year’s Cyber Monday.
If you are not in the tech & electronics business, don’t worry because Cyber Monday is not only about promoting the newest Apple Watch or Smart TVs anymore. Recently any e-commerce businesses are to fully embrace the digital world on this day. However, if you think that you don’t need to focus on marketing since our tech-savvy millennials are already googling what to buy weeks before; you couldn’t be more wrong. As the competition is at its highest, you need to attract customers and make your e-commerce business ready!
Why? First of all, you wouldn’t want your beloved customers to wait in the queues for hours and second of all, Adobe Insights declared that in 2017, online transactions on Cyber Monday have reached a record of $6.59 billion.
We all know that building the best website isn’t enough when you want to stay in the competition. You need to put mobile at the top of your priorities if you really are looking for personalised communication with your customers. In fact, 75% of (our dearest) millennials are more likely to shop on their smartphones than on desktops, according to Adobe Analytics.
With a native mobile app, you can provide your customers with the best experience and build personalised campaigns with some cool actions;
1.Targeted Mobile Marketing
Targeted marketing is crucial when you need full attention from your customers during the crazy Cyber Monday discount period since they will be bombarded with hundreds of messages. With the help of User Tagging and CRM Segmentation, you can measure;
- The tendency towards a particular product/ category from past views, clicks or time spent
- The loyalty of users from the frequency of usage, purchase and time spent
- Usage patterns from particular actions performed by specific user groups
- Purchasing patterns from past purchases and timing
and segment your contacts into very specific lists also based on their demographics, locations, behaviours, lifestyles and preferences. With the help of meaningful segments, you can build effective and tailored mobile campaigns to meet every customer group`s needs and you will be able to gain interesting insights about your customers and implement them to your future marketing activities.
In addition to contacting your customers via Push Notifications, you can take it up a notch and also use rich push notifications, interactive push notifications and in-app messages on your communications.
Since only 2% of online users convert on their first visit according to online studies, you need to reach out the remaining 98% potential customers and increase your conversion rates. You know what they like, you know how they behave, you know that they are interested in your business, so re-select them based on the response they gave to a previous campaign. Retargeting allows you to build more personalised campaigns with the knowledge of your users` preferences and needs through their previous interactions with you.
Convert “window shoppers” into buyers and give your customers a little push on their decision of purchasing your awesome products/services.
3.Location Based Marketing
One of the best advantages “mobile” gives us is Location-Based marketing, enabling you to reach your customers whenever they need you/or whenever they are not even aware they can reach you. And better news: Nearly 60% of shoppers use their smartphones in a physical store in order to look up product reviews, compare prices etc.
With the help of Beacons and Proximity Marketing, which trigger location-based notifications, you can contact your customers individually, in the right place at the right time. The rest is your choice. Either notify them about promotions, discount information or new arrivals while they walk through your store; or maybe make things a bit more excited by redirecting your customers to discounts on your own online/physical stores when they pass by your competitor’s store.
4.Mobile Marketing Automation
Mobile Automated Campaigns enable you to build scenarios and activate automated notifications in response to specific user behaviours or their inactivities, which allows you to personalise your communication with perfect timing.
You can use automated campaigns to increase Retention and Engagement in two scenarios;
- Reach your customers when they intend to do something (when they are active)
- Reach your customers’ inactivity before they disappear
For example, you can send win-back push notifications to your customers who abandoned their shopping carts right after Black Friday and tell them they haven’t missed their discount chances yet, or send “Special Cyber Monday Offer” notifications to your users who haven’t been opening your app for a month.
Provide the Same Experience at Every Touchpoint
Customers use multiple touch points (online & offline) while interacting with your brand. Their buyer journey might start from a physical store, continue on your website and end by buying the product on your mobile application. In fact, according to Deloitte, digital experiences influence 56 cents of every dollar spent in physical stores. And of course, these customers would expect to have a seamless omni channel shopping experience through all your channels. Therefore omni channel solutions that require multi-channel integration between your systems (CRM, Order Systems, E-Commerce Systems, Social Media, Payments Systems, Physical Stores etc.) are imperative, for you to engage your customers regardless of which channel they use.