Data: Today’s mobile marketer’s secret weapon

Every year, Mogreet processes tens of thousands of text message marketing campaigns designed to meet a wide range of company goals.

Some text programs are informative and helpful – they remind customers to floss their teeth, pick up prescriptions or tune into their favorite shows.  Other text programs are drive immediate sales, featuring beautiful product shots, videos, and shortened links to mobile websites to encourage purchasing.  And others’ use texting for engagement messaging. These engaging messages start or continue conversations between consumers and their favorite brands, shows or radio stations, building deeper connections and higher customer loyalty.

Text message marketing can meet a wide range of goals, and with proper promotion and strong value-based incentives it can be very successful. However, there is one other element of text message marketing companies can use to drive results – a secret weapon known as mobile data.

Every time a person opts into a text message program, their phone is detected and information is gathered.  Marketers can use this information to improve their mobile strategy to ultimately produce better results.

What kind of data is accessible to mobile marketers? Read more of this post

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Retail Touchpoints White Paper Review: Transforming the Retail CMO

The insightful people at RetailTouchpoints partnered with Teradata to produce a great analysis and white paper discussing the topic of “Transforming the Retail CMO Through Data-Driven Marketing”.

Along with mobile, “big data” has been a hot topic for the past couple of years and the digital age has caused the growth and importance of data to reach historical levels. With the adoption of online shopping and other eCommerce channels, businesses and marketing departments are rushing to come up with new strategies to manage and utilize the new valuable customer data that is accumulated through their digital integrations (such as online stores, online ordering, mobile websites, mobile payments, etc).

Here is a quick wrap up and highlights of this white paper:

  • CMOs are now identifying strategies to use their data to enable them to gain a competitive advantage
  • The 4 V’s of Big Data
    • Volume: the amount of data being worked with
    • Variety: the number of different sources and data types
    • Velocity: the speed at which it changes, which is very fast
    • Value: the ability of an organization to process and leverage machine-derived insights
  • Big Data could help retailers boost margins by 60% (McKinsey Global Institute)

    mobile 360 customer view

    Source: RetailTouchPoints/Teradata

  • The challenge is to identify all the consumer interaction points that collect data and integrating them into a 360 degree view of the consumer (stores, websites, email, social media, and mobile channels)
  • Shoe retailer, DSW, launched a new mobile web site that now accounts for 7% of DSW.com demand and has helped DSW grow from the 5th in market share to 2nd in two years.
  • By collecting and parsing data on its customers, DSW is now able to market to its cross-channel customers who are worth 2x the value of a single-channel shopper.

If you are a CMO or marketer looking for some valuable tips and strategies on how to manage your big data, you can get a copy of the white paper here.

Retail in social media: strategies before tactics – Part 4

This is the forth entry in a five part series recapping the five core themes from the 2012 eTail multi-channel and online conference for the retail industry.

  1. Are you mobile ready? – Massive impact mobile will have on retail in the next 3 years.
  2. Optimize your website for mobile, yesterday! – Mobile landing pages
  3. Diversify the campaign – Multichannel integration
  4. Think before you leap – Social media: strategies before tactics
  5. Every customer is unique – Personalize customer experiences through optimized content

Social Media – Activation or Engagement
Social Media is simply a tool brands use to interact with customers. As such, the number one requirement is to make sure your social program is customized for that experience and the consumer’s needs, not just a recreation of another platform.

Read more of this post

Part 3: Retailers, Maximize via Multimedia Integration

This is the third in a five part series recapping the five core themes from the 2012 eTail multichannel and online conference for the retail industry.

  1. Are you mobile ready? – Massive impact mobile will have on retail in the next 3 years.
  2. Optimize your website for mobile, yesterday! – Mobile landing pages
  3. Diversify the campaign – Multichannel integration
  4. Think before you leap – Social media: strategies before tactics
  5. Every customer is unique – Personalize customer experiences through optimized content

Multichannel Integration
One of the top themes that emerged at eTail each day was the need for retailers to implement multichannel integration. Speaker after speaker presented case studies showing how a more integrated approach drove higher sales, better customer experience and the foundation for customer loyalty.

Read more of this post

Part 2: Retailers, Are you Mobile Ready?

This is the second in a five part series recapping the five core themes from the 2012 eTail multi-channel and online conference for the retail industry.

  1. Are you mobile ready? – Massive impact mobile will have on retail in the next 3 years.
  2. Optimize your website for mobile, yesterday! – Mobile landing pages
  3. Diversify the campaign – Multichannel integration
  4. Think before you leap – Social media: strategies before tactics
  5. Every customer is unique – Personalize customer experiences through optimized content

Establishing mobile landing pages
How does a company establish a mobile program? First step: a mobile landing page!

Why? A mobile optimized site is more effective in longer page visits, which lead to more purchases or desired actions via e-commerce than an app. It must come first before any mobile programs are implemented.

With 41% of purchasers citing bad mobile purchasing experiences, it is clear that mobile shoppers have high expectations for mobile retail experiences. Read more of this post

The Trends and Roadblocks in Retail e-Commerce: A Recap of the 2012 eTail Conference: Part 1

Each year, as technology and consumer adoption continues to evolve, retailer e-commerce teams are facing new challenges. By 2012, CMOs will spend more money on technology than CIOs.

This year the nation’s leading multi-channel and online conference, eTail covered a wide range of e-commerce related topics and challenges facing today’s retailers. The event showcased five core themes that we will be sharing as part of a 5 part trade show wrap up blog series.

  1. Are you mobile ready? – Massive impact mobile will have on retail in the next 3 years.
  2. Optimize your website for mobile, yesterday! – Mobile landing pages
  3. Diversify the campaign – Multichannel integration
  4. Think before you leap – Social media: strategies before tactics
  5. Every customer is unique – Personalize customer experiences through optimized content

Are you mobile ready?
“In 3 years, it will not be technology leading the retailer to mobile marketing, it will be the consumer.” This powerful statement from Mickey Khan, editor in chief of Mobile Marketer gave eTail attendees pause. And it should. Eventually the first interaction with a brand will be through mobile. What experience are today’s retailers providing there?

There are 2 billion people online today, and 8 billion connected devices. By the end of the decade, forecasters estimate 8 billion hand held devices will be in use. Considering the mobile phone is the primary POS research tool, and that mobile consumers have different needs, marketers need to design a strategy to meet consumers where they play, and the mobile phone is the playground.

It is key to note that mobile messaging means being sensitive to the consumer. By providing customers with content of value, brands gain customer trust. Customer trust is critical for establishing a long-term relationship between company and customer. For maximum success, companies need to create targeted mobile content and distribution strategies for reaching specific audiences.

So who is using mobile marketing? Walmart has millions on their mobile mailing list, Victoria’s Secret, Charlotte Russe, Steve Madden, Domino’s and Armani to just name a few. Want to see how it works? Text ETAIL to 21534. Standard msg&data rates may apply.

Should my company focus on tablet or mobile phone marketing? Both!
eTail saw its share of discussions surrounding mobile phones vs. tablets. The truth is, marketers should be creating landing pages for both. The mobile phone is the first device used in the morning, tablet usage is strongest at night and the usage rates are skyrocketing. Optimizing your content and the experience for both device types is a must. Shoppers who own both a tablet and a mobile phone spend almost 60% more money online than the average user and are 2x more likely to make a purchase using their mobile device.

App usage also differs on phones vs. tablets: 85% of phone users access apps, while only 61% of tablet users access apps on a regular basis. And the driving reason behind mobile purchases? Consumer downtime. Yep, they’re bored and browsing your site – so every day your site remains not optimized for mobile, the more users and customers you’re losing due to a poor user experience..

Additional mobile marketing statistics cited at eTail, include:

  • 98% of phones in the US can receive mobile messages
  • 90% of phones in the US can receive MMS (multimedia) messaging
  • By 2015, mobile shopping will account for $163 billion dollars worldwide
  • mCommerce is predicted to reach $30 billion, in fact, PayPal mobile volume grew 500% from 2010 to 2011
  • 43% of US retail sales are influenced by web research, and much of that research is being done at the point of sale [via mobile]
  • 63% of mobile phone users would give up chocolate over their mobile phone
  • 40% of all retailer emails are being read on mobile devices
  • 60% of tablet owners browse online shops with their tablet, 47% buy
  • 60% of mobile phone owners browse with their phones, 29% buy

Start thinking mobile today: To be prepared for this huge shift in consumer behavior, discover what your customers want by using internal data and customer feedback. Use that information to craft your mobile program and begin growing your mobile database as soon as possible.

For additional notes or information about eTail, please contact Serena Ehrlich, Director of Marketing at serena.ehrlich@mogreet.com or click here to learn more about Mogreet

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