Key best practice for the 6 mobile channels that will matter over the holidays
QR codes, applications, mobile banners, rich media, mobile-optimized Web sites, location-based deals and offers, mobile coupons and SMS ? oh my.
The mobile marketing ecosystem sure does have a lot of options for marketers, making it very difficult to choose the right tactic to target consumers, especially during a crucial time such as the holidays.
?Relative to mobile, consumers are increasingly using the mobile device to do a myriad of things, including checking prices and getting products,? said Kasey Lobaugh, multichannel retail practice leader, principal and owner at Deloitte, Kansas City, MO.
Here are best practices for holiday mobile marketing.
QR codes
The first, and very important holiday-specific best practice for QR codes is to remember that consumers may very well be scanning codes after the holidays as well. So yes, have a really cool, interactive bar code campaign, but remember to update the code with fresh content or whatever it may be after the holidays are over.
Mobile bar codes should be part of the overall marketing mix. Incorporate them into all digital and traditional media as an integral campaign element.
Make sure the campaign opens the door for future communication via data collection or opting into a database.
To get consumers to opt-in, offer something they will perceive to be of value to them: relevant content, coupons or exclusive information.
Bar codes should be positioned in a way that makes them easy to identify and scan. White space around the code makes it easier to be read by reader applications.
Include descriptive copy next to the bar code, explaining what the code is, how it is used and how to download a reader to scan it.
"Give your audience content that will extend the physical space they are scanning from and try to link to mobile formatted content," said David Javitch, vice president of marketing at Scanbuy, New York. "Conversion rates are always higher when the experience is simple and offers choices for the user.
"Tell people why they should scan," he said. "This does not have to be a discount or coupon, but any information that will help shoppers make a more informed decision. This could include showing a demo video of how a product works, a list of user reviews of the product, or even just the ability to buy the product in a few clicks.
"Don?t be afraid of shoppers scanning in the store. They are going to do it no matter what, so use QR Codes at the shelf to help provide information that will close the sale. This content could be changed dynamically to show daily or weekly specials that can lead to cross sells or an increased basket size."
Apps
Leverage the full capabilities of the smartphone platform you are creating for.
Remember that apps are a way to build lasting relationships with consumers. Launching an app during the holidays is a great way to get downloads because since consumers are in shopping mode, the loyal ones may potentially be searching for you in the app stores.
Let users access their phone?s native device capabilities to make the experience more personal.
For example, viewing a product? Attach it to someone in the phone?s contact list and send an SMS to recommend the product right within the app.
Consider using GPS to make the ?locate a store near you? feature a smoother experience.
Also, a store check-in program can be created with a GPS-enabled app, sending out deals and coupons to consumers who check into a store a certain amount of times during the holiday period.
The camera functionality of a mobile device can be used to allow bar code product look up and can also be used in tandem with providing offers and deals on specific products.
If it is a commerce-enabled app, the checkout process should be flawless.
"Dress up what you have [for the holidays]," said Sean Rosenberg, managing director for the U.S. at Grapple Mobile, New York. "Give your current users an updated design to keep them engaged.
"Save new functionality for 2012."
Mobile ads
Create a minimum of four of the different Mobile Marketing Association standard mobile Web banner ad unit sizes to ensure wide reach across various different mobile devices.
Do not go crazy with the graphics. Mobile Web sites are not cluttered with ads like the desktop Web. Marketers are not competing for attention. There is usually one banner ad per page, so as long as the message is clear and targeted, consumers will click.
Remember: simple, but compelling.
Make sure the call to action is obvious and compelling to holiday shoppers, who are in shopping mode. Offer them something that can help during the holiday rush.
Do not rely on one single graphic or copy to engage consumers. Create and test different versions of a banner ad and then stick to the ones(s) that are getting the best results.
For rich media and HTML5 advertising, take the ad specs into consideration when creating. Load times vary on different mobile Web sites depending on the size of the unit.
Consumers should have the option to minimize or maximize the ad. You do not want to be a nuisance to holiday shoppers.
Test the ads performance on different devices. You may realize that the ad needs to be tweaked because of compatibility issues on one or more device types. The placement of an ad can significantly affect performance. So make sure to choose the right place on a mobile site or in an app. At the bottom? Top? Somewhere in the middle? This all depends on the site or app layout.
Timing also plays a big part in the interaction ? or lack of interaction ? with a mobile ad. Time of day, week, and month plays a role. Also, how close to the holidays.
Mobile Web
Incorporate database building techniques into the mobile Web strategy for the holidays. Traffic will be up and it is a great opportunity to build up the email and SMS marketing databases and keep the dialog going beyond the holidays.
Videos are key. It is all about sight, sound and motion. Product showcases via mobile videos work well.
Social integration is a must. Letting consumers recommend products to their friends and family (even create wish lists) and share via SMS, Facebook and Twitter is a no-brainer.
Search functionality is important during the holidays. Let consumers search your mobile site to find what they are looking for. Search functionality should be front and center.
Personalize the experience. If Jane is looking for gloves and a hat on the mobile site, serve up an offer to get a matching scarf for 50 percent off.
The old adage, simple but compelling, should be applied to the mobile Web as well.
Also, make sure your mobile search is ready for the surge in searches during the holidays. This will be one of the key ways to drive mobile commerce during the holidays. Deals will be big too: ?Buy now and save 50 percent.?
Location-based deals, offers and coupons
Location, location, location.
When considering location-based mobile marketing for the holidays, do not just automatically think that foursquare is the only option. It is just one option.
Not all consumers like to check into every place they go to. It is important to understand your target audience and then choose the best option for them.
Consumers are willing to share their location if they are getting relevant information in exchange. Be relevant.
SMS
If you have a mobile database, pushing notifications to these opted-in consumers is going to be key during the holidays.
Segment this list into smaller lists so that you are sending the right alerts, coupons or offers to the correct people. The worst thing is when a consumer is annoyed by a message and texts STOP to be removed from the database for good.
If you do not have a mobile database, build one. Add the option to text in for deals and coupons everywhere: In television commercials, on print campaigns, on-package, you name it.
This will guarantee exposure and sign-ups.
Make sure deals and offers are relevant and timely. Consider the holiday shopper and this person?s needs.
Mobile holidays
There are 327.6 million mobile subscribers in the United States, according to CTIA - The Wireless Association.
Consumers will be using their devices during the holidays, there is no doubt about it. It is up to marketers to choose the right vehicles to drive sales, branding and loyalty.
?Consumers want to use phones during their shopping experiences,? Deloitte's Mr. Lobaugh said. ?Look at the degree to which mobile is influencing in-store convergence.
?Mobile is influential to the in-store process,? he said.
Caitlin O'Connell, marketing coordinator at Crisp Media, New York, gave the following best practices:
1. Store locator is a must for retailers of CPG companies
2. Rich media ads offering image galleries or mobile circular ad features allow retailers to highlight sale items and provide a larger canvas to highlight products
3. If the ad clicks through to a microsite, that site must be optimized for mobile.
4. Data capture (email) so consumers can receive updates on special holiday promotions
5. Exclusive product offering via mobile for a limited time
6. Offer as much functionality as possible within the ad itself
7. Consider integrating a Twitter feed to highlight conversation around Black Friday or other