Melinda Krueger gives some step-by-step advice for getting your retailers ahead of the holiday shopping rush by using mobile messaging in "Holiday 2015 Mobile Messaging Checklist — Part I." We know that 27% of consumers already buy things from their mobile devices, so why wouldn't your local advertisers want to bump that up by targeting mobile shoppers with holiday campaigns?
"Why focus on Push and SMS when mobile is a tiny sliver of the small slice of E‑commerce, compared to in-store sales?" Melinda Krueger asks in a piece for Mobile Insider. "Because we know these things:
- Multi-channel customers spend more. According to representatives of Sephora, Walgreens and Staples, for those who shop in-store, online and via mobile spend is 4–6 times that of in-store-only shoppers.
- The path to purchase includes mobile. Mobile traffic to sites is on the rise — and more than ever, shoppers use phones in-store.
- You can develop, approve and send a mobile message in a fraction of the time it takes to create an email.
- With so few retailers doing mobile messaging — well, you have the opportunity to create a competitive advantage."
Grow Your List
"Given these benefits, it only makes sense to ramp up efforts to build your list now. Offering push notifications when the user is most receptive to them is critical. Bombarding the user immediately after download or during an app tutorial is not as effective as requesting permission when the user has accessed functionality that can be enhanced by push notifications.åÊYou have just shared something with your friends, for example –åÊdo you want to receive a notification when a friend responds?"
"For users who did not accept notifications when first offered, consider an in-app ad, targeted email or social ad to demonstrate the benefits. Consider these reasons that users say would prompt them to restart app use:
- Discount or coupons toward next purchase
- Exclusive or bonus content
- Family, friends and colleagues started using it
- Notification of new features"
Know What's Working
"Do you know which offers drove the highest engagement and conversion and which led to the highest opt-out to date? If not, it's time to have a serious talk with your data. Look at your top and bottom performers and strategize what you can do to repeat successes and avoid failures. You still have time to do some A/B testing to prove any theories that are inconclusive thus far," Krueger writes.
Connect the Dots
"One of the things you will likely discover when reviewing your campaigns is that narrowly focused offers don't work as well for a broad audience. For category-specific offers, you need to target customers with a propensity to buy. If you can't match behavior to your mobile subscribers, it's time to get to work. Ask yourself: what data would enhance my [clients'] messaging this holiday season? Then figure out how to get it."
Make Friends with Store Ops
"In addition to driving mobile discovery and store traffic, there is a huge opportunity to influence purchase in-store. As a Vibes study revealed, most showroomers are looking to ÛÏfeel better about their purchase.Û
"A Zavers by Google study found that 42% of shoppers say they will leave a store if they have left a coupon at home," Krueger says. "Address both by offering a text-to-get coupon or a discount on purchase when shoppers download the app or join the loyalty program. To make that happen, you need signage and staff to generate awareness. Think of those Black Friday lines and remember Jakob Nielsen's dictum: killing time is the killer app. Follow mobile leader MacyÛªs and think 'digical:' the physical and digital merged. These steps lay the foundation for a sound holiday mobile messaging strategy."
When you're thinking about your mobile campaigns, be sure to consider the M‑Commerce audience. AudienceSCAN research found that 27% of consumers purchased something other than apps from their smartphones or tablets in the past 6 months. 47% of them use Android phones and 41% use iPhones. 39% used said phones to compare pricing at a competitor while shopping, and 30% used them to check to see if a desired product is in stock. In the past month, 34% of M‑commerce shoppers took action when getting mobile smartphone app ads or text message ads.
AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports inåÊAdMall.