6 important tips for mobile marketing this holiday season |  Rakuten Fiber |  Open the microphone

6 important tips for mobile marketing this holiday season | Rakuten Fiber | Open the microphone

The holiday season presents plenty of opportunities for mobile marketers. This is true now more than ever. The pandemic has significantly accelerated digital shopping: the Statista study showed that in 2020, online shopping increased by more than 25%, reaching $4.2 trillion worldwide. With the majority of e-week sales taking place from a smartphone — 55% compared to 41% on desktop — the lesson is clear: savvy marketers must track money and connect with customers where they are already — on their smartphones.

So how do you reach the full potential of the holiday season and enjoy all the benefits that mobile marketing has to offer?

1.) Create highly private messages for your loyal customers

An effective messaging marketing strategy can improve customer experience by providing customized, engaging, and convenient customer service during peak season.

It’s a fact: Personalizing the customer experience for each specific customer increases the likelihood that they will buy it. In fact, it results in a higher purchase probability in 80% of cases. It’s easy to see why, because it’s more consumer friendly, and the data backs it up — four out of ten holiday shoppers look to retailers to remember personal details, such as sizes and previous items they’ve bought. By integrating their CRM system with the messaging app of their choice, brands can store a history of customer interaction and analyze their behavior in order to send personalized, useful and relevant messages, at scale.

Here are some holiday marketing ideas to inspire you:

  • Provide gift messages and alerts that let your audience know when certain gift items they were interested in have been sold or restocked.
  • Create a digital gift guide with ideas for parents, VIPs, friends, kids, and anyone else. Segment your audience and send the most relevant clues to your customers.
  • Reward mobile customers with exclusive coupons for the products they were interested in.
  • Invite customers to participate in sweepstakes, instant gifts to win, and challenges on items they have shown interest in.

2.) Automate your customer service

In the perpetually digital world, brands must be available around the clock. Customers expect it: 71% of consumers expect brands to communicate with them in real time, whether it’s day or night. But it’s expensive — and wasteful — to run phones 24/7. Alternatively, chatbots can take over the bulk of the work and help manage mobile marketing this holiday season.

Not only is it more cost-effective for brands, but shoppers are also more likely to trust and spend more money with retailers who support digital and in-store experiences through messaging and virtual assistants.

Messenger chatbots are available around the clock and answer customer questions instantly. They reduce personnel costs and automate routine processes, reduce user frustration with quick and timely responses, and generate analytical information about customers, allowing you to create an accurate picture of your target audience and understand their needs (64% of customers prefer these). Plus it allows you to send relevant messages based on a customer’s journey to a product, communicate with users in their language, and use interactive and game elements to engage customers during the holiday season – it’s a direct path to “love for years”.

3.) Use live agents to help your customers

While chatbots can help answer many questions, you still need real agents to receive more customer tax inquiries. 86% of users expect chatbots to always be able to transfer to a live agent – this is even more important during the holiday season, when customers need help finding gifts from online retail consultants. The two-way conversation feature in Messenger apps allows real helpers to guide shopper gift choices, consult on size or product characteristics, and help bundle or install gifts.

Live agents can also absorb customer feedback on board to provide better customer service and convert new leads from the holiday season into loyal customers.

4.) Use a complex mobile marketing campaign

An advanced mobile marketing strategy for the festive season can help you stand out from the crowd of companies that operate online.

For example, Coca-Cola has created an animation game within the Viber messaging app to engage users in a fun way around Easter time. Easter Egg Fighter plays on the ancient Eastern European tradition of fighting colorful Easter eggs. the aim? To destroy your opponent’s egg, but play online through a mobile game instead of playing in the real world. This way, users can play against anyone, no matter where they are in the world.

Coca-Cola’s mobile marketing campaign included a personalized Viber sticker pack with free downloads that prompted users to sign up for the chatbot, promotion within the Coca-Cola community on Viber and personalized messaging to bring chatbot subscribers to the game.

The results were staggering: in Bulgaria alone, it achieved 350,000 user interactions, an average user uptime of over five and a half minutes, and over 188,000 minutes of total play. The number of chatbot subscribers has also increased by 30%.

5.) Reduce cart abandonment

Consumers abandon their carts anywhere between 70% and 90% of cases, and reducing those numbers can become a real business struggle during peak holiday shopping season.

Messaging apps can help businesses reduce cart abandonment during the holiday season by sending personalized, proactive reminders, greetings and discounts directly to customers’ mobile phones, through an intermediary with a much higher open rate than email or other channels.

For example, leading Ukrainian retailer Comfy has used Viber commercial messaging to enhance communication with customers and reduce shopping cart abandonment. The combination of instant access, rich media, and compelling calls to action, all linked to its website or targeted actions, allowed Comfy to achieve 10% higher turnover and 30% higher conversion rate than SMS.

6.) Update customers on their shipping details

Customers want to know where their orders are and have a chance to control the delivery time, especially when waiting for gifts to arrive in time for the holidays. In one study, 41% of consumers rated fast and reliable delivery as one of their most important considerations when shopping online. With messaging apps, you can alert customers when their order is ready and set a convenient time for the parcel to arrive, reducing customer frustration. An invaluable marketing idea to have fun shopping.

Just Ask D Express, a technically forward-thinking courier service based in Serbia. It enlisted Viber to improve its mobile marketing strategy and enhance its communication with its customers by allowing them to track their deliveries. Customers receive an automated and personalized message when they are delivered. They can then reply whenever it’s convenient to Viber chat with a live business account for more information or forward the shipment.

Since the call operator’s response is not waited for, customer response times are greatly improved. Customers must enter a PIN to validate their deliveries, and if a delivery attempt fails, they will receive a notification summarizing their options.

The results speak for themselves: 85% of 300,000 monthly commercial D Express messages were delivered for the first time – that’s 15% more than it was before Viber started. This has helped D Express improve its services, enhance the customer experience and create trust and loyalty within its customer base.

With the holiday season approaching, companies must include mobile digital platforms in their marketing strategies to reach peak holiday revenue. By leveraging mobile marketing, businesses can become closer to their customers through a more intimate channel of communication and put customers just a click away from a purchase.

Viber for Business solutions can help businesses simplify customer support and interactions, leverage the customer experience and allow businesses to provide better services during the most intense shopping season.

If you would like to learn more about Viber marketing throughout the year, feel free to contact us.

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