You must be getting ready to buy your most wanted goods
during this fast approaching holiday season through online channels so are the online startup businesses getting ready
to set off their mobile sales. With the rapid increase in the online sales
through the mobile devices (m-commerce), online
start up businesses that do not have any mobile strategy included in their
business marketing plans are sure to left behind in dust, especially during the
upcoming holiday season of this year.
According to the statistics provided by the recent report from IBM,
it is predicted that there will be 37% increase in the m-commerce from 2013
till 2014. With the increasing usage of mobile devices to do online shopping,
its share in the e-commerce industry this year will also see a rapid increase
during this holiday season. This means that it will be a fabulous opportunity
for the online start up businessmen
to leverage their mobile marketing efforts as a primary factor to boost up
their business during the holiday season 2014.
Most of the mobile marketing efforts of the online startups are focused on
launching the mobile compatible websites or to provide the people with their
downloadable app but to meet the challenges and to leverage the power of
holiday season, you need to build up a business marketing strategy that
delivers through the complete channel;
·
Driving
the acquisition of the customers: make effective use of emails and ads to
target the potential customers and buyers (this will be the upper part of the channel).
·
Re-engaging
the mobile customers: to encourage the existing customers and the target
buyers to shop through your mobile apps, re-engage them and attract them through
the push-notifications and ads (this will be the middle part of the channel).
·
Make
experience, the focal point for driving conversions: make efforts for
creating a seamless experience for the users by creating deep links which take
directly to the products pages and also try to streamline the process of
purchase and checkout (the lower part of the channel).
When you start to develop your mobile marketing strategy for
your online startup business, you
should make sure that you include the tactics that are mobile specific.
Otherwise you will not be able to take the full advantage of the business
during this holiday season. By including the mobile marketing strategies your online startup business will definitely be on the win-win side.
Here are some of the key
marketing tactics which you should use for creating and developing your mobile
marketing plan that will drive your business towards a huge success in this
holiday season:
1.
Make use
of personalized and powerful content: you can make highly efficient use of
the e-mails and push notifications to give a feeling of personalization to the
people. They will feel that they are being especially attended to by your
company. You can leverage the perfect marketing tactics such as sending an
immediate welcome message to the customer when he/ she signs up with your
website. also, it is important to take into consideration the time at which the
users might be interacting most with your company’s mobile app. You can then
communicate with them at that time which will give them even more deep feelings
of personalization.
By knowing about the browsing and purchasing behavior and
habits of your customers, you can use it to develop the ads which will be liked
by them. You can also build –up partnership with the mobile-marketing platforms
which permits you to delivers such ads and messages of the products to the
customers which they really want to view. This in turn will pay you back in the
form of higher levels of engagement and higher lifetime values.
One of the good and
smart examples of re-targeting and personalization is Joss & Main. It is
website that offers daily deals on the designer home furnishings. They
re-target their users through their previously browsed history of their mobile
app and leverage the mobile ads, offers and suggestions for the similar kind of
products, that the customer might desire to buy.
2.
Ensure
that your creative web design also works
effectively for mobile: effective design is one of the key components of
the successful mobile marketing strategy for your online startup business. It
is essential that you take into account the various different platforms which
your consumer will be using to view your messages. So your should make sure
that your creative graphic designers should take into consideration large fonts
display (16-22px) as they are viewable on the mobile device, keep it the
website simple and layouts intuitive and should design touch-friendly buttons
for calls-to-action.
One
of the online travelling companies, Orbitz is a great example of using the
email practices by taking the mobile devices into account for planning their
mobile campaign. In this given example of the image, you can see that the page
can be easily read, clear and have large buttons for call-to-action.
3.
Build-up deep
links within your app for making purchasing easy for the customers: now as
you have already invested your money, efforts and time to build-up awareness
and engagement of the consumers on your mobile website, so you should also make
sure that you should give your buyers a convenient and hassle free pathway
towards their purchase. For this you need to ensure that all your email
notifications and ads are directly and deeply back linked to the product page
of your mobile app.
Take
an example of ShopBOB, who is an international fashion e-retailer. It makes
effective use of both the emails and the push notifications for sending the
instant alerts to their customers about the products that they have viewed in
the past and also to inform them the about the designer merchandises which they
like to wear. When the consumers click on the provided links in the
notifications or e-mails, they are immediately transported to the product page
where they can make the purchase.
4.
Keep a
track and accredit your accomplishment: ensure that you are keeping the
track of the key metrics of your mobile business website. You can find numerous
different mobile-tracking solutions for this purpose. Then you should accredit
them to the channels through which the response was received. Some of the
core-components or the Key-Performance Metrics (KPI’s) of the mobile-marketing
includes click-thru rates, conversion rates and the actual purchases by the
buyers.
You should ensure that you are sharing the
data of your mobile transactions with your mobile-marketing planners, so you
could extract which channel is actually causing the purchases. Once you get
that data, make efficient use of it! You will come to know about how effective
are your e-mails, push- notifications and ad conversions in driving the
purchases. This will enable you to improve your overall performance and
tactics. There is always a room for improvement!
If we take an overall view of e-commerce channels, mobile
still seems to be comparatively a small channel. But with the rapid increase in
the use of mobile devices, it is a need of the time that you should also
allocate your considerable resources towards the mobile-marketing campaign of
your online start-up business.
During this holiday season, there is a tremendous
opportunity for the online startup
companies that are investing in their mobile-marketing strategies that
consistently and relevantly communicated with their consumers. This will
definitely results in increasing the sales and yielding more customers during
this holiday season 2014.
