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Asena Atilla Saunders
Asena Atilla Saunders 5 March 2018

2017 in Mobile: Stats and Tactics for Mobile Marketers

2017 has been quite a successful year for mobile commerce, as mobile sales ratios and numbers boosted more than expected.Since 2018 is just around the corner, let’s take a look at some mobile usage and mobile-commerce stats for 2017; and learn some tips on how you can be a part of this success in 2018.

2017 has been quite a successful year for mobile commerce, as mobile sales ratios and numbers boosted more than expected.Since 2018 is just around the corner, let’s take a look at some mobile usage and mobile-commerce stats for 2017; and learn some tips on how you can be a part of this success in 2018.

Mobile Stats from 2017

Since average smartphone conversion rates are up 64% compared to the average desktop conversion rates, (CMS Report)there was a significant investment and improvement for mobile apps or mobile sites, especially in retail and commerce industries. If you take a look at the chart* below, can you blame them?

mobile usage chart

* Global number of mobile retail commerce buyers from 2012 to 2018 (in millions): 2018 predicted data

Also it was not a big surprise when mobile commerce took in around 100 billion in the U.S since 60% of online shoppers use smartphones to find a product and 33% of e-commerce is driven by mobile shopping.

All the stats prove us the power of mobile and it looks like mobile buzz will increase with a faster pace every year. Needless to say, prioritising a mobile marketing strategy is inevitable for businesses, but what elements constitute the backbone of a successful mobile marketing strategy and what shall mobile marketers take into consideration more when they build their campaigns?  

Key Mobile Marketing Strategies for 2018

1. Go Omni-Channel

Your customers use multiple touch points and devices while interacting with your brand, products and campaigns. They are now expecting to have the exact same experience since their decision making might start from a website, continue on a mobile application and end by buying the product in a physical store.

Therefore creating a consistent experience for your customers across every touch point is essential. Your brand should provide your customers an omni-channel solution that require multi-channel integration between your systems (CRM, Order Systems, E-Commerce Systems, Social Media, Payments Systems, Physical Stores etc.) , tools and social media etc. 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 regardless of which channel they use.

2. Build the Right Segmentation Strategy

Customer Segmentation is one of the best ways to personalise your approach to your customers and meet every customer group`s needs. Every business has different metrics and KPI’s therefore you need to make sure which segments are most suitable for your industry and for your brand; however the most common variables that you can segment your audience are; Demographics, Behavioural, Geographic, Lifestyle and Channel Preferences.

Building the right segmentation strategy will enable you to;

  • Determine the most valuable customers and improve your marketing strategy by focusing on the most profitable segment
  • Gain deeper customer insights
  • Improve customer satisfaction and engagement
  • Strengthen your brand image and customer loyalty

3. Do Not Underestimate Targeting and Retargeting

Maintaining a successful segmentation strategy is an ongoing process and it should be supported with Targeting and Retargeting. When you successfully segment your customers, the next step for personalised campaigns is targeting. Targeting enables you to build related campaigns to the individuals of those segments according to their behaviours, likes and attributes.

There are several key points to take into consideration while you are targeting your customers in order to determine the most effective segments such as; Profitability, Size and Potential Growth of your segments.

An effective segmentation and targeting strategy must be nourished with retargeting since your previous campaigns provide you with the best insights about your segments’ behaviours and responses. Retargeting enables you to identify which campaigns were successful on which segments and re-select your customers for a new marketing activity according to this information. An accurate retargeting strategy allows you to make the best of your marketing campaigns to the customers with a high repeat purchase rate.

4. Mobile Marketing Automation

Another “magical wand” approach to  increase conversions is  Mobile Automated Campaigns. They work because these campaigns respond to specific user behaviours or inactivity, which enables you to personalise your communication with good timing.  And for this reason it’s also a powerful resource to increase revenue.

You can use automated campaigns to increase Retention and Engagement in two scenarios;

a. Communicate with your customers when they intend to do something (when they are active)

Automated campaigns allow you to attract your customers after they take specific actions at specific times. Some examples of automated campaigns triggered by customers’ activities are:

  • Sending them a warm welcome message and a discount coupon 1 day after they install your app.
  • Asking them to give you a rating 2 hours after their first purchase.
  • Showing them the perfect matching necklace 5 minutes after they add a blouse to their basket
b. Communicate with your customers when they are inactive

You can use it for engaging customers further by promoting a feature that they haven’t used for a while, or re engaging with them when they are idle for a while. Here are some examples of automated campaigns triggered by customers’ inactivity:

  • Sending a persuasive win-back email the moment they uninstall your app
  • Presenting a special offer when they don’t purchase anything for a while.
  • Sending them a free delivery option if they do not place an order for their shopping cart for 3 hours

The most popular automation scenario our customers prefer for increasing engagement is ‘abandoned cart’. Usually the opening rate of these messages are 12 % with a purchase rate of 18% (when an ordinary Push Notification Campaign receives an open rate of 3,17%).

5. Catch Your Customers Wherever They are – Location Based Campaigns

Since consumers are now spending more than 85% of their time on their smartphones, and 76% of smartphone users rely on their phones to find the nearest store;

customer location data and providing them tailored campaigns at the right place, at the right time is more crucial than ever.

When it comes to location based marketing, Geofencing and Beacon Management are the technologies that build location-based campaigns possible, enabling marketers to target users’ locations in order to promote a service or a product in a more personalised way.

location

Geolocation and Geofencing technologies enable you to trigger your customers as soon as they enter or exit a certain geographical area. After building a geofence around a specific location, you can set up automatic messages for your customers within that radius. And Beacon Technology is mostly used in indoor locations and allows brands to communicate with their customers while they shop in their physical store.

Location based campaigns allow you to target your customers in real time – literally when they really need you-, therefore they give you the power of moving your campaigns from annoying to necessary. They also allow companies to analyse user preferences, and gain customer insights, which provide a great customer behavior data for brands to create powerful and personalized campaigns. Needless to say, with the help of location based campaigns you can attract users to your apps, retain those users, and increase engagement on those apps. Here are some examples of location based campaigns:

  • Sending related offers to users’ phones when they are nearby or in-store.
  • Enticing them with targeted offers, promotions or new products while customers walk through your aisles
  • Offering customers a special treat and encouraging them to come back while they enter a shopping center or a small store or even a competitors’ venue.

6. Enrich Your Messages

This might sound very simple however since customers are receiving enormous amounts of messages from various brands everyday, even if your brand is the right fit for them, you need to stand out to catch your customers’ attention.

By sending them witty messages, you will definitely inspire consumers to click on your campaign since being interesting always works-especially for millenials!

witty push

Image

You can also build campaigns by using rich media  (images, emojis*, videos) to show special features of your products or interactive push notification even just to make your users smile at engaging content. Let your customers remember you even if they are not ready to buy…yet

Now you are ready for 2018! Be there for your customers with the most personalised campaigns at the right moment and help them to move along in their decision making journey.

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