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July 22, 2014

3 Data Driven Tips for Your Mobile Marketing Campaign

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In 2013, mobile e-commerce was valued at $43 billion, and mobile traffic comprised nearly half of all website visits during the first quarter of 2014. It’s no wonder mobile marketing campaign managers are investing more and more in mobile marketing tactics that not only boosts their ROI, but also gathers data to help them create even better campaigns in the future.

Harrying all this impressive data into an effective mobile marketing strategy is no mean feat. There are a few things you can do to leverage the power of all the mobile usage data flying around into a positive marketing plan. Sticking to the numbers gathered by recent E-Commerce Pulse research, here are some truly data driven ideas for your next mobile marketing campaign:

Be Direct

Direct traffic is the most significant source of sales for mobile, with close to a third of all sales coming from shoppers converting while on their device. Increasingly, users are bypassing search and heading straight for the source – particularly on mobile devices with a wide range of helpful apps. To optimize this potential, be sure that your landing pages (at least) are all mobile friendly, and that the checkout process is as smooth as possible.

Don’t Forget SEM

Search Engine Marketing (SEM) is thought to be responsible for 24.8% of tablet conversions during 2013. But it drives little more than half that amount on mobile – a reflection of the challenges inherent to small screen devices. On the one hand, you might think it’s not worth bothering with something that offers such a low conversion rate, but how about some blue sky thinking here? Why not up the ante: make your mobile user experience so easy that those conversions start hitting.

Social: Small but Significant

On mobile, social accounts for more orders than on desktop or tablet (68% of Facebook time and 86% of Twitter time is spent on mobile, according to the Wall Street Journal). Nevertheless, the overall sales earned, owned and paid via social media is still a small share of all mobile orders, so your mobile marketing campaign should take this into account. Social channels function more as an brand awareness generator, and a touchpoint for your business, rather than a primary point of sale, so choose your tracking metrics with this in mind. 

The mobile e-commerce market is poised to hit $50 billion in sales this year, so it’s increasingly important that retailers continue to invest in mobile marketing budgets. By gathering data from as many individual platforms as possible, you can create a single, ‘joined up’ brand experience across all platforms.

July 21, 2014

3 Effective Negative Marketing Strategies

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Though it must undoubtedly be tempered by positivity and come attached with something of real value to the consumer, ‘negative marketing’ can be one of the most compelling ways to engage an audience. Whether it’s self-effacement, common enemies, or simply a list of the wrong way to go about things, spinning the ever-sunny face of web and mobile marketing into a scowl can work wonders for driving traffic.

Almost every industry should consider using it as part of their mobile marketing tactics, but many companies are hesitant to adopt such a potentially risky strategy. Last week we looked at the reasons why negative marketing, when done right, is so effective. Today, examine a few specific negative marketing methods…

1) Negative Titles

One only has to spend five minutes looking at clickbait headlines that pepper the web to spot two common patterns. One tactic is something we like to call ‘Inducing Incredulity’ – those titles that read ‘You Won’t BELIEVE What Happened After This Cat Ate Spaghetti’ or ‘This Free Weight Loss Method is HATED By Doctors.’ The pot of gold promised at the end of those link rainbows is always profoundly empty, and you’re left kicking yourself for trusting any content with such a profligate attitude to capital letters.

The other common – and far superior - approach to headlines is to present articles from a negative angle. Let’s say there’s a news piece about crime statistics in the United States, and you have a choice of two headlines: i)’Most Crime-Free Cities’ or ii)’Worst Cities for Crime’ – the content is precisely the same, but guess which title will generate the most clicks? It works just as well for lifestyle advice articles. Instead of ‘How to Roast the Perfect Chicken’ go for ‘How to Get Roast Chicken Wrong’. It may not be the most flattering comment on human nature, but the fact is, negative headlines translate into more clicks.

2) Shared Experiences

Creating brand loyalty relies on bonding with your audience, and one way to do this is by sharing negative experiences with them. If you can tap into an emotional touchpoint in an unexpected way, your reader will think of you as less of a corporate powerhouse and more of a friend. This is an especially effective mobile marketing strategy to launch your campaign with, as it puts you on an even footing with consumers, letting them know you share their pain. However, once you’ve created that bond based on shared negative experiences, it’s important to shift the tone to more positive, solution-oriented content.

3) Self Effacement

Nobody likes a braggart. That’s as true for businesses as it is for individuals, and whilst every company needs to ‘big themselves up’ in some way, a touch of self-deprecation is a really attractive way to get attention. Sharing your mistakes will make you seem more human, plus, if you do make a slip up, you can be the first to condemn yourself (before the blogosphere pounces). As long as your product or service is unimpeachable, you can afford to poke a little fun at your logo, CEO, or recent advertising campaign. 

July 17, 2014

Mobile to Surpass Print Advertising in the UK

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According to a forecast by eMarketer, mobile advertising spending will soon overtake traditional print ads. The report predicts mobile spending to grow by a staggering 96% this year, hitting £2.02bn. That’s still a shade behind the forecast print spend of £2.06bn, but the report anticipates mobile ad spend will be worth £4.5bn in 2016. The UK’s total digital advertising market is forecast to be worth £7.25bn by the end of this year, growing to £8.64bn by 2016.

This rapid growth reflects the widespread adoption of secondary mobile devices used in conjunction with smartphones. By 2018, 50% of Brits are expected to own an iPad, Kindle or other tablet.

The eMarketer report states: 

“Continued robust growth in the mobile channel is driving the bulk of [overall] digital ad growth in the UK. The dramatic growth of mobile and video ad expenditures will boost digital ad spending throughout the forecast period.”

This “mobile mushroom” is showing no signs of letting up. The numbers are truly dramatic: compare the £7.25bn valuation put on the market today with the £83m from four years ago and you get an idea of just how seismic this shift is. Mobile advertising will account for nearly 30% of all digital ad spending in 2014, according to the report.

So what’s prompted such an explosion in mobile marketing campaign spending? Most analysts agree that, in the UK at least, a strong economy, with the pound ringfenced from the worst effects of the Eurozone crisis, has instilled confidence in consumers. Plus, the efficacy of mobile marketing tactics are easy to track compared with traditional channels, causing advertisers to turn away from print (the report also predicts that the newspaper and magazine market will lose £276m in ad spend between 2014 and 2018).

A similar story is playing out on this side of the pond, with mobile spending accounting for 22.5% of all digital ad investments in 2013. A study conducted last year – also by eMarketer – indicated worldwide growth of mobile web ad spending had exceeded 100% by the year’s end, with mobile accounting for 15.2% of digital ad dollars spent globally.

The implications for your mobile marketing strategy are clear. Firstly, track the results of your print and mobile marketing campaign. Secondly, compare and contrast the success rates of your digital campaign and your traditional print campaign. If recent analysis is correct, you’ll find more and more consumers are turning to mobile to browse commercial prospects. Once that happens, you can adjust your budget accordingly, and start reaping the benefits of mobile.

July 09, 2014

How to Make the Perfect SMS Pitch

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Using SMS messaging in the most effective way requires an understanding of the singular properties of the medium. If you approach your text marketing campaign in the same way you would an email campaign, you’ll miss out on the many advantages of an SMS-focused strategy.

Perhaps the most important differentiator between email and SMS is the character limitations of the latter. If you’ve already engaged with social media via Twitter, you’ll understand the unique challenge of crafting a message in less than 140 characters. You may have an extra 20 characters at your disposal with SMS, but the same rules of clarity, brevity and levity apply to the creation of a good message.

But there is a key difference between a social media campaign and an SMS messaging campaign. Tweets don’t require opt-in subscribers, or incur even a minimal additional cost to the viewer. To engage with your texts, consumers have to give up their cell phone number and agree to receive messages. This is no mean commitment, and it demands a new standard of ethics and responsibility on the part of mobile marketers.

With an open-and-read rate of more than 90%, it’s worth getting your SMS strategy right from the start. If you fail to impress with your first message, subscribers will simply opt out. Hooking recipients with those first 160 characters they see is essential for the long-term survival of your mobile marketing campaign. Here, we offer a few pointers on making the perfect SMS pitch…

Be Relevant

You might have a large portfolio of services to offer a wide range of different consumers. The beauty of SMS lists is the ease with which you can ‘divide and conquer’ according to personal preference. Don’t waste that opportunity by viewing your contact list as a monolithic, static entity. Instead, view each phone number as an individual organism, with highly specific needs. If you run a hotel with a public restaurant, for instance, don’t send updates on room rates to someone who only signed up for meal deals.

Be Appropriate

Striking the right tone for your audience is one of the tricks of the SMS marketing trade. This will vary hugely depending on industry, but there are a few rules of thumb that apply across the board:

  • Don’t use text speak in an effort to appeal to a youth demographic, or simply to save precious space. Unless you are aiming purely for a tween crowd, it will come across as unprofessional at best, and incomprehensible at worst. Remember, many people dislike text speak, but nobody objects to proper English.
  • Having said that, your messages should be more informal than a letter or even an email. Strike a friendly but professional tone.
  • Avoid jargon. When working in a specific industry, it’s easy to get caught up with insider jargon, so remember who your audience is before rattling off a message containing a foreign acronym.

Be Link Friendly

In all likelihood, you have a lot more to say than you can possibly fit in a text message, so don’t forget to include a hyperlink to your website. View text as a gateway to your brand, and encourage recipients to click with a clear call to action.

Be Plugged In

Segmented mobile subscriber lists are an invaluable source of user information. You should be constantly tracking the analytics of your mobile marketing campaign to see what each subscriber likes or dislikes, and adjusting your messages accordingly. The more you seem to be speaking to each customer as an individual, the better your SMS pitch will be.

June 23, 2014

5 Essential Mobile Marketing Tactics for Local Businesses

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SMS messaging and other mobile marketing tactics are an invaluable asset for any local business. Cheap, fast, regionally targetable and highly effective, a mobile marketing campaign can help you compete for custom in your area without the need for a huge budget.

As exciting as this brave new world is, many small businesses are hesitant to step into the future. By their very nature, local businesses are often small, serving a limited geographical area, and proprietors may have limited knowledge of marketing campaigns that go much beyond a website and local directory listings. They may not have thought about the possibilities of new technology simply because it hasn’t been necessary.

But instead of allowing your lack of knowledge to overwhelm you, do some research on how to take your marketing strategy to the next level. It could ensure your long-term survival.

The first step towards creating a vital, effective mobile marketing campaign is to optimize your website for mobile. Go back to your web developer to see if they can do this, or find someone who can. A mobile optimized site is easily navigable and viewable on a small screen, and improves the user experience compared with a desktop design, ultimately resulting in more traffic and conversions.

Once you have a mobile-friendly website, there are myriad options at your disposal for promoting your business to mobile users. The positive effects will be obvious, but more importantly, they are easily tracked and analyzed so you can see what works best for you. It’s been predicted by industry analysts that small business spending on local mobile marketing tactics will double every consecutive year for the next five years. Indeed, 41% of small business in the United States are already planning to increase their mobile marketing spend. If you want to join their ranks, consider some of the following essential mobile marketing tactics:

1) Email

Email is a great place to start. Everyone now uses email intuitively – all you need to do is adjust your messages so they are mobile-friendly:

  • Use a single column layout
  • Use 14 size font for body text and 20-24 for headings
  • Keep the headline character count to less than 40 characters
  • Make calls-to-action easily clickable (without zooming) for small screens
  • Ensure content is concise and readable without scrolling 

2) SMS

After successfully dominating social communications during the 90s and 00s, text messaging is flourishing as a commercial channel. Conservative estimates put the open-and-read rate of SMS at 90% - and that’s within a few minutes of the message being received. A few tips for effective SMS messaging campaigns:

  • Strike a professional but friendly tone
  • Keep content brief
  • Offer something of value, such as discounts and time-limited deals
  • Include a link to your website so recipients can easily access more detailed information 

3) Social Media

According to one recent study, some 40% of Facebook’s revenue now comes from mobile. If you’ve been paying even the slightest bit of attention over the past few years, you’ll already have a Facebook page (if not – get one!). Now, look at it in ‘public mode’ on your smartphone. Is it easy to read and navigate? Is the most important information displayed prominently? There are multiple things you can do to improve the mobile user experience:

  • Encourage visitors to your store to take pictures of themselves and tag the photos with your location
  • Keep updates limited to a few words. The shorter the post, the more attention-grabbing it will be
  • Download the Pages Manager app to help your adjust your settings and view activity on your page
  • Make sure your listing on Facebook Local Pages is accurate

4) Directories

Listing your company with online business directories is a crucial part of boosting your web presence. You can post multiple listings within the space of a few hours and trust us: it will be a day well spent. Start with major directories like Yelp, Yahoo and Foursquare. If you’re in the food industry, get your business listed on GrubHub and other popular user-oriented sites. Encourage customers to leave reviews – the value of positive online comments cannot be overstated.

5) SEO

Hire a competent, plugged-in SEO consultant who is up-to-date with the latest trends in mobile marketing. Your mobile site should feature rich content like videos, and be kitted out with the proper redirect codes so that users are seeing what you want them to see. A proper SEO strategy is plays a significant role in boosting web and foot traffic, so ignore it at your peril.

June 18, 2014

A/B Testing Your Text Ads

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By 2018, the world will see 9.3 billion mobile data plans in use. When it comes to capitalizing on the vast potential of mobile ads and SMS campaigns, marketers have barely begun to scratch the surface. Mobile marketing budgets in the U.S. alone will soon reach $4.4 billion, but unless businesses measure the effectiveness of their messaging, they may be wasting money. 

This is exactly why A/B split testing is an essential tool for successful mobile marketing. Instead of making educated guesses, marketers should instead analyze concrete evidence to assess which campaign messaging works. Using this method to fine-tune one of its own marketing campaigns, top Australian parenting site Kidspot, for example, saw user app engagement go up by 87% in just two weeks. 

What is A/B Split Testing?

A/B split testing is a method for testing two variations of a campaign to compare their performances. The A/B split testing of SMS texting campaigns helps boost ROI, allowing more marketing dollars to be invested in the messaging that drives the most sales. It also makes optimizing future campaigns possible.

Regardless of whether the goal is increasing the response rates or sales or simply reducing “unsubscribe” rates, the method is simple:

  • Write two variations of the SMS message.
  • Split recipients into two lists.
  • Message variation A goes to one list, variation B to the other.

To track which campaign message generates which responses, variations A and B should ask consumers to text in to two different short codes. If two different short codes cannot be used, the two messages should at least be sent a few days apart, giving the first mobile ad's effect some time to wear off for a better read on the data, which may be viewed via Google Analytics or a similar tool.

How are A/B Split Test Results Used?

Once data is collected, these questions should be asked:

  • Did one message have a higher “open” rate than the other?
  • Of the number of messages opened, did one variation have a higher response rate?
  • Did one message have a lower “unsubscribe” rate?
  • Which message generated the highest number of sales or inquiries?

If there is no significant difference between the two messages' performance, it's possible the SMS campaign messages were too similar. The following factors should be taken into account:

  • Tone: Did both message sound professional or friendly?
  • Keywords: Was a compelling keyword used in one message or both?
  • Price: Did only one version include the price, or did both? And were prices similarly presented?
  • Calls to action: How were they different? For instance, did they both ask recipients to text, or did one ask consumers to call?
  • Time of day: Consider testing to see if different times of day lead to the higher open, response, and/or conversion rates as well.
  • Subscriber lists: Consider testing one consumer demographic over another. For instance, some campaigns may be more effective with recipients living in suburban zip codes than those living elsewhere.

If one message significantly out-performs the other, principles used in the most successful message can be applied to future campaigns.

Companies may split test more than two variations – known as multi-variant testing – so long as their recipient list is large enough for a good sampling.  A/B split testing and multi-variant testing are excellent ways to ensure marketing dollars are going where they pay off the most and that each mobile campaign is more effective than the last. No matter how well an SMS or text ad campaign performs, there is always room for improvement.

June 12, 2014

Mobile Marketing Tactics: Buy Online, Pick Up In Store

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In an era when Amazon.com can deliver almost anything imaginable – by delivery truck or even via drone  – consumers have increasingly come to expect items for purchase to be not only inexpensive and widely available, but also shipped to them quickly and conveniently. As a result, brick-and-mortar retailers everywhere are struggling to keep up with emerging technology. That struggle can be especially difficult in the midst of elevated demand for free shipping when retail margins are already growing thin.

The good news is that savvy retailers are figuring out ways to harness mobile technology to better meet consumer demand and simultaneously increase in-store foot traffic. Leveraging the power of SMS text marketing campaigns, retailers are urging their mobile customers to order items online and pick them up in-store.

Consumer Convenience that Also Benefits Retailers

Because of the high cost of shipping, increasingly more retailers are seeking cost-saving measures that include delivering purchases directly to stores instead of homes, as well as allowing customers to return mobile online purchases in-store, among other strategies.

Not only do omnichannel efforts help save retailers an enormous amount of money; shoppers appreciate the flexibility these choices afford them. During the past holiday season, for instance, more than one in three online shoppers in the U.S. said they would like the ability to pick up, in-store, items that they had ordered online. The added bonus of offering such an option to consumers is that more mobile online customers come through retailer's doors as a result, increasing the likelihood they will make additional purchases.

In-Store Pick-Up Gives Online Mobile Consumers More Control

While home delivery may sounds appealing on the surface, it becomes a hassle when consumers arrive home after a long day at work just to find that a delivery attempt was made when no one was home. Therefore, more than 80 percent of shoppers consider knowing when a package will arrive to be the number one most important service that mobile online shopping can offer.

In practical terms, giving consumers better control of when a shipment arrives can mean several things. One strategy is to use SMS texting campaigns to alert opted-in consumers that they may pick up items they've ordered online, in-store, as soon as the items arrives. Alternatively, customers may also be permitted to reserve an item online and then both pick it up and pay for it at a nearby store location. In addition, consumers may be given the option to buy the item online via an SMS text link and then retrieve it from the store at a later date.

Allowing in-store returns of mobile online orders, as well as alerting consumers that they may place orders using online catalogs while in the store, are a few additional strategies that offer the consumer increased convenience while also increasing in-store foot traffic. All of these improve the likelihood that mobile consumers will make additional on-premise purchases. In the end, these strategies create a win-win scenario for both businesses and satisfied customers alike. 

June 11, 2014

Research Shows 80% of Mobile Searches Result in a Sale

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Online directory Neustar Localeze recently published a study demonstrating the scale of consumer migration to mobile. The results show that 79% of smartphone owners and 81% of tablet owners use their devices to search for information about local businesses. Of those searches, around 80% resulted in a transaction between merchant and consumer, and 75% ended with the customer physically going to the brick and mortar store. 

However, only 50% of searchers were satisfied with what was available on mobile, indicating a need for businesses to better optimize their sites for mobile. This disconnect between user demand and experience offers exciting opportunities for canny mobile marketing strategists to secure greater ROIs by offering a truly mobile friendly platform through which to conduct business. 

According to Brian Wool, VP of content distribution at Neustar, consumers “want to see more information around products and services,” though he conceded that local search engines were beginning to use more specific data to improve search relevancy.

The key difference between desktop and mobile search is exactly what you’d think: screen size. Tablets and smartphones can only display so much information before the need for scrolling, so it’s crucially important that businesses prioritize the most sought-after content.

The localized content Wool alluded to is starting to make inroads into mobile marketing tactics, but it’s mostly the preserve of large corporations with the spending power to play around with new ideas. But it’s precisely these localized searches that small, regional businesses should be focusing on. It’s their best chance of competing with the big chain retailers who have the edge in terms of pricing and traditional marketing clout.

If small businesses can develop user-friendly, highly visible mobile sites, they will carve out niche markets that are just a local search away. Lots of quality content remains the best hope for improving online visibility. As Wool says, “the more you can share with the ecosystem, the better your listing is going to perform.”

The take home message for SMBs, then, is this: the majority of local searches do end in a conversion, so devising and investing in a mobile marketing campaign is a safe bet when it comes to growing that bottom line. 

June 04, 2014

Starbucks Brewing Summer Campaign

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As life slows down and the summer heat turns up, the need for that morning hot cup of joe may not be as necessary. By that same token, the quiet lull and warmer weather make it the perfect time for Starbucks to brew a new marketing campaign pushing its summer menu of cold drinks to an audience with less on its plate (Yes, even this ubiquitous beverage giant needs a helping hand to draw business). So, ladies and gentlemen, we enter the age of the Frappuccino.

These chilled delights are currently the star in the coffee store chain’s galaxy of beverages. And, like its new and unique menu of icy blended drinks, Starbucks is taking unique steps of putting their brand in customers’ hands - sans cup sleeve - by using the power of SMS and MMS text message advertising.

Having depended on the typical concoction of signage and other conventional ads to get the word out about new products, Starbucks has weaved a web of multiple touch points, once again using a mobile marketing campaign as a means to bring more customers into their stores.

Using Twitter and Facebook to lure fans, Starbucks has also made this campaign front and center on its website. In fact, the moment you go to the starbucks.com home page, the campaign is hard to miss, “Say Yes to What’s Next...Text SMILE to 22122.” As SMS marketing goes, once customers opt-in using the ‘SMILE’ keyword to the shortcode ‘22122,’ they will receive text messages delivered directly to their cell phones about new products and other promotions.

This latest mass text campaign is similar to one Starbucks did last year. This time, customers will be treated to an SMS trivia contest where they can win prizes. The contest is also a vehicle to incentivize subscribers to take action and recognize devices for personalized future content. But, rather than going for the ‘Venti’ approach to texting, Starbucks is limiting the number of texts to just six per month. However, with more than six million followers on Twitter, nearly 37 million likes on Facebook and 23,187 stores in 64 countries, including 12,973 here in the United States, this newest campaign is sure to off-load a few million Frapps.

While this might be a monster of an example for business owners grappling with the idea of taking their brand mobile, there are a few facts about SMS marketing to know:

  • 91% of adults keep their smartphones within arm’s reach
  • 9 out of 10 mobile searches lead to action
  • 90% of text messages are read within three minutes of delivery
  • 70% of mobile searches lead to action within an hour
  • Mobile coupons/offers receive 10 times higher redemption rates than print coupons
  • 33A% of U.S. mobile users prefer offers via text
  • 50% of recipients respond to text offers


Understanding the power of mass SMS text marketing, businesses everywhere can take advantage of the convenience, affordability, personalization, immediacy and efficiency that SMS has to offer. Like Starbucks, by connecting with customers on the single device that has the most dependable reach, more businesses can watch their cups runneth over.

 

June 03, 2014

Mobile Marketing Tips for Brick and Mortar Retailers

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As smartphone adoption approaches maximum market penetration, the concept of ‘mobility’ – and how best to reach consumers on the move - is now the number one concern of most businesses. A few short years ago, traditional brick and mortar retailers viewed mobile as an interesting, but minor, strand of their marketing mix. Now, it’s the lifeblood that fuels their wider marketing strategy. 

According to one recent study, local businesses should be the true beneficiaries of this mass migration to mobile. The research found 79% of smartphone owners and 81% of tablet owners used their device to find information on local businesses. Of those searches, some 80% resulted in a sale, and a staggering 75% of searches ultimately led the customer to head to the store. Not only that, but 50% of searchers were dissatisfied with what they could get via mobile (mostly due to poorly designed websites).

There is clearly a huge portion of shoppers who use mobile devices to browse goods before heading to a brick and mortar outlet to buy. Whether it’s because they don’t fully trust online transactions, or they just prefer dealing face to face with a person, this is a significant market. The question is, how can you best use mobile marketing tactics to tell people about your products or services, and attract them to visit your store? Read our top mobile marketing campaign tips to find out…

Tap-and-Collect Services

A winning marriage of online convenience and real-world customer service, tap-and-collect capabilities have been used to great effect by large retail stores who can’t change their business model, but can adapt to a changing consumer environment. It works like this: consumers browse the retailers’ website, put an item on hold, and head down to the store to pick it up and pay. According to eMarketer report, tap-and-collect is the second most important factor in any transaction (behind only the reassurance that items will be delivered on time).

Store Locator

The importance of a mobile-optimized store locator can’t be stressed enough. Some 70% of smartphone shoppers use store locaters to plan their day out, so you need to be sure your store is visible. Keep the links on the homepage, and if your site isn’t mobile optimized, make sure the link is big enough to click on a smartphone without zooming in.

Click to Call

Click to Call and Click to Map remove vital steps between you and the consumer. The easier you make it for them to get in touch, the less likely they are to look elsewhere. Remember, much of your target audience will be on the move as they look at your website – make it too fiddly to use and you’ll turn them off.

Competitive Conquestion

Location based advertising is expected to keep right on booming. A BIA/Kelsey report indicates that mobile ad revenue from location-based campaigns will reach 52% in 2018 (up from 40% last year). Part of that growth will be predicated on ‘competitive conquesting’, an aggressive marketing strategy that targets consumers who are in close proximity to rival firms. Geo-fencing technology is already being used widely by large retailers, and mobile marketing campaigns that used location-based methods saw an average 8% rise in CTRs compared with those that did not. For competitive conquesting, it’s closer to 12%.

In-store pick up and geo-targeting are both being welcomed with open arms by large sections of the consumer public. If you run retail premises and are concerned about the inexorable rise of online shopping, don’t be. Just update your strategy to include mobile marketing tactics, stay abreast of the latest statistics on shopping habits, and remember that although smartphones and remote purchasing are here to stay, they are not mutually exclusive with a successful brick and mortar set up, and when done right, will actually boost your foot traffic.