This holiday season, retailers are looking to mobile marketing to connect with busy, on-the-go shoppers.
Online shopping on mobile devices has recently overtaken desktop for the first time, and 52% of website visits are now made via mobile phone. It's the right time to get your mobile strategy in place, and it's not to late to attract holidays shoppers looking to check items off their lists via their personal device.We recently outlined seven easy-to-implement tips for marketers looking to create memorable mobile marketing holiday campaigns that boost sales. Here’s a sneak peek at some of the insights:
1) Optimize for Mobile.
30% of mobile shoppers abandon a transaction if their user experience isn’t optimized for their mobile device. Make sure your emails look stunning across all platforms.
2) Take into Account the Time, Location, and Proximity of Your Customers.
Understand when, where, and how close your mobile customers are when they’re searching. You’d be surprised how many customers you can attract if you consider how people are shopping. Are they on their way to work? Are they in the store? Consider how you can tailor your campaigns based on when people browse and buy.
3) Prevent Showrooming, and Facilitate Webrooming.
Showrooming is less than ideal when it comes to retail sales during the holidays. Webrooming (also known as “reverse showrooming”), on the other hand is what happens when consumers research products online before going into the store to make those purchases. According to Forrester Research, webrooming will result in $1.8 trillion in sales by 2017, while ecommerce sales should reach $370 billion in the same year. Webrooming is where retail’s future winners will dominate. It’s important to create incentives for customers to come into your store and actually buy your products instead of sourcing them online for the lowest price on the web.
Beacons, or iBeacons, play an important new role in bridging on and offline marketing through predictive recommendation technology that personalizes marketing messages to individual users based on their location, virtual and physical shopping behavior, and the context of their potential purchasing decisions. This can lead to huge insights in terms of knowing just how to most effectively market to each individual customer.
Originally published Dec 10, 2014 12:00:00 PM, updated October 30 2015