Article

Asena Atilla Saunders
Asena Atilla Saunders 24 October 2018

Black Friday: May the Best Mobile Campaign Win!

Although it is not an official holiday, Black Friday deserves a celebration and it can be considered as a national holiday for consumers – and of course for brands. In recent years, we can see that the impact of this famous discount on brand turnovers has started to increase significantly.

Although it is not an official holiday, Black Friday deserves a celebration and it can be considered as a national holiday for consumers – and of course for brands. In recent years, we can see that the impact of this famous discount on brand turnovers has started to increase significantly.

It is inevitable for brands to benefit from this crazy Friday through mobile campaigns where mobile commerce share has exceeded 45% of total e-commerce in recent years. If you’re still not convinced, a research published by Facebook will help: According to Facebook data, mobile transactions on Black Friday have increased by 55% on yearly basis in the last few years, and during this period, mobile channels account for 51% of all conversions on Facebook.

Who knows, the biggest reason for this might be consumers who don’t want to wait in the queues for hours, and fall into that chaos in physical stores as we see on TVs!

So, when Black Friday is around the corner, what should you consider in order to execute the most effective mobile campaigns?

1. Make Sure you are Everywhere

During the Black Friday period, brands will obviously go for building special campaigns and announce them. But the most important issue that should not be ignored is, to be able to provide your customers with an omni channel customer experience and make them feel that these opportunities are accessible from all of your sales channels.

Your mobile campaigns should support your brand’s omnichannel strategy and make sure that your customers are able to receive the same service in a consistent manner from every sales channel (physical store, mobile, desktop etc).

black friday carousel

2. It is Now Time to Utilize your Data

A Successful segmentation strategy comes to the rescue in such specific periods and targeted promotions to the right segments will enable you to achieve great results. For example, you can offer exclusive gift vouchers to your loyal costumers a few days in advance via push notifications to make them feel special. Or you can have your tech-savvy customers access to the special discounted products they want through rich push notifications, without the hassle of them searching for products.

3. Contact your Customers Based on their Behaviour

With another application of a successful user segmentation – Mobile Marketing Automation-, you can attract your customers’ attention with personalized campaigns by targeting your client groups that have previously behaved in a certain period.

For example, you can send a “You are very lucky! The products you checked last week are 30% off on Black Friday!” push notification to the customers who visited a product detail page, but not purchased.

Or you can notify customers- who have frequently purchased from the same brand- that their favourite brand is on sale on Black Friday, via automated push notifications.

4. Be Witty

It is becoming increasingly difficult to attract customers’ attention especially when the majority is the Millennials with their high expectations. During this period, many different brands will contact your customers, therefore, you need to be remarkable.

For example; a humorous language always attracts people and gives them a smile:

Or how about scaring your customers a little bit? You can speed up the purchasing process by communicating with users who have abandoned their carts such as: While you are still considering whether to buy this product, there is only one left in our stocks!

In addition to this, you can add rich media (image, video) or emojis to your push notifications and create short, unique and highly engaging campaigns.

5. Be in the Right Place at the Right Time

You can also create mobile campaigns using your customers’ locations. For example, you can send a location-based push notification such as “Don’t miss out Black Friday discounts in our closest store to you in Oxford Sreet.” Or if you want to go for a slightly different approach; when your customers pass by a store that sells the same products as your brand you can redirect them to discounts at your own online/physical stores via Geofences and Beacons.

The success of mobile interaction lies through personalised content tailored to your customers, and the ability to determine your customers’ needs at the right time to take immediate action. Show your customers how much you value them with special mobile campaigns on Black Friday. You won’t regret it!

Original Article

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