Mobile Marketing

5 Strategies To Power Up Engagement This Holiday Shopping Season

This holiday shopping season will be mobile-driven and data-inspired. Brands who are able to implement the following five strategies will take their marketing investments to new heights. Smartphone users are predicted to top 2.08 billion worldwide this year, and higher usage means something else is about to see a healthy increase – with the holidays quickly approaching, and more brands continuously gaining traction on the mobile marketing front, it’s time to up the game to come out on top.

1. Leverage timing

Using first party data to know peak traffic times is the first key to powering through this holiday shopping season. By applying data and not only finding the busiest day of the week but also the correct hour, brands can serve up engaging content at a time that’s best for their viewers, and propel their product/service to thrives. Daily purchase waves increase in the weeks leading up to Christmas, and for mobile marketers who come prepared with an arsenal of encouraging and engaging ads served up at an ideal time, record holiday figures are ready and waiting. Analyzing and understanding first party data will provide marketers with real-time metrics of mobile usage habits, and optimise ad budgets to go further than normal. What’s more, brands can both support TV campaigns with cross-screening initiatives, or conquest viewers from their competitors. Timing is critical in getting consumers to open an email, engage with a push notification, open a mobile app, or press ‘add to cart,’ and inviting customers into a purchase funnel in right moment can mean the difference between an annoyed shopper and a brand-loyal customer. While leveraging timing is important no matter the quarter, supporting high-traffic times this holiday season will surely come with extra reward.

2. Support mobile shopping

Enhance your purchasing journey for mobile users. While consumers typically purchase more via ipad and desktop, they spend the majority of their time shopping, comparing, and info seeking on mobile. Marketing across mobile devices won’t be optional this holiday shopping season, and with average CPMs on mobile and desktop increasing during the holidays (with mobile at a rate of 39%), and return on ad spend at a rate of 113%. If customers are doing the majority of the info-seeking on mobile, then brands who forego mobile-friendly campaigns are taking a monumental risk across the board. It’s a strategy that guarantees success for Q4, and it’s one more and more retailers are getting on board with. Marketers should support great product info with easy-buy or ‘save for later’ options that make it easier for consumers to both shop via mobile, and return to their desktop devices along the final phases of the purchase journey. Still hesitant to invest in your mobile ad campaign this holiday season?

3. Retarget users to pique engagement

Marketers have an arsenal of options at their disposal for increasing mobile web or in-app engagement, but many still miss a key component to performance marketing. This holiday shopping season, brands should retarget to reach users who float back and forth between desktop and mobile devices. Without retargeting for more potential customers and loyal shoppers, many companies are missing potential revenue. Data advancements present a clearer picture of exactly what works and allow for more creative opportunities, in turn offering the strongest return on ad spend. Retargeting has contributed to a 102% increase in store sales this year, with 40% of all clicks attributed to mobile. Studies show shoppers research products on mobile and buy on desktop. How does your mobile experience support this mobile habit? The best mobile marketing campaigns support customers with ads that follow them through the path to purchase.

4. Remove roadblocks to encourage purchases

Forrester Research recently said that 64% of CMOs are now responsible for delivering on their organization’s customer experience. Contrastingly, Econsultancy finds only 22% routinely hit their projections and timelines in different languages. Could language account for all of ineffective campaigns? We don’t believe so, but language barriers are just one item on the list of things that could be roadblocking your mobile users from stepping through your customer journey. Consistency and relevancy are needed to come out ahead, and CMOs must look for what’s missing from their mobile experience, as opposed to what they’ve already added. If even one step of the purchase journey lacks consistency across a customer’s differing screens, the losses could be huge. Similarly, companies who persist in delivering non-relevant shipping options or products that do not apply stand to lose much more. Brands must complement great mobile shopping experiences with accommodating shipping options and use each type of data to compile customer profiles, so that their picture of the consumer is as accurate as possible, and prevents these brands from making costly (or embarrassing) mistakes based on faulty data or ill-timed shipping options. Shipping costs are the single most common reason why consumers abandon online shopping carts. What sort of roadblocks have you avoided resolving in your mobile experience? Can they be removed before we move into this holiday shopping season?

5. Reimagine retail locations

Cross-channel transactions are on the rise and cannot be ignored for the sake of mobile closed-mindedness. According to Comscore, these types of transactions account for 38% of all purchases, which will position in-store retailers to adapt (and thrive) by the adoption of mobile engagement techniques that bring digital flare to an otherwise simple checkout process. Retailers must bend the same direction their customers want to shop, which means, access to in-store inventory, price matching options, detailed product information, and professional/peer reviews. Half of shoppers who make online purchases want to pick their items up at a local retail store, while 70% of retail store shoppers purchase additional items while they’re there returning other items. What’s more, 29% of shoppers use their smartphones to look up product reviews while in store, while 27% access coupons for in-store purchases, and 31% of shoppers are aware of in-store beacons. 26% of shoppers are are receptive to in-store mobile messaging, while more than 4 in 10 are neutral to it. So where does this data leave marketers? The knowledge we have that shoppers use smartphones in-store presents opportunities to tie together mobile messaging, and launch valuable features to enhance and encourage consumers to buy.

The 2016 holiday shopping season has brought about a new-and-informed customer profile: the evolved shopper. A recent UPS study found 17% of shoppers plan to turn their attention to their devices more, and shop in-store less. Marketers are beginning to follow mobile shoppers and their increase in online shopping habits, proven by customers higher satisfaction with mobile experiences this year. We’ve reached new heights in mobile marketing, as 76% of APAC mobile users have bought something on their mobile device in the last 6 months. The majority of APAC is involved in mobile commerce, whether brands are prepared for it or not. By identifying key audiences and implementing these five strategies, your company can tenaciously go after mobile, and prevent revenue from falling through the cracks this holiday season.

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