When Black Friday began in the 1960s buyers did not have the luxury of laptops or desktops and certainly not mobile devices. They received their coupons and advertising the old fashioned way – in print. Usually it was mailed to them, place in the newspaper, or handed to them at the store. Then they made their buying decision from there. Today, as we read about Black Friday 2015 and Cyber Monday (something those shoppers of the 60s didn’t even dare to dream about) we see how much mobile device technology has impacted our culture. A CNN Money article reports that almost half of the web traffic on Cyber Monday came from mobile devices. What’s more, the sales for Cyber Monday exceeded those of Black Friday – by almost a billion dollars. The stage is being set; consumers are gravitating to their mobile devices more and more.
How can you meet this growing shift in the way people shop? These tips will help.
Use mobile check-in offers :
By offering location based specials and deals you draw your customers right to you.Offer them a deal with they check in at your location. If you are exclusively online, offer them a deal if they Like you on Facebook or promote you on social media. Yelp allows this for business accounts – you find it in the settings. You can try various offers and see what works best. Make sure you promote it on your website and all your social media channels.
Provide exceptional service :
Customer gravitate to businesses that provide quality service. At the end of the day, you can have the best marketing campaigns with the greatest deals and the flashiest ads, but if your quality of service is substandard you aren’t going to make the sales. Offer them quality service, then deliver.
Have a mobile friendly site :
This may seem like common sense – after all, you are doing mobile marketing – but many companies still don’t have a mobile friendly site. Google tried to remedy that with their algorithm update in April 2015 to encourage all websites to have a web friendly version, but there are still companies that just aren’t getting in the game. Think about it. You are marketing to their mobile devices, sending links to your site, they are going to use their mobile device to access that link. You had better be ready.
Use SMS to get your deal in front of your customers :
SMS is a great way to get your deal in front of your customers, but do it right. You are sending a message directly to them – that’s personal. When you are getting that personal you better be giving them something of value. Research shows that the ads mobile shoppers respond best to are those that offer a limited time, limited quantity, or that offer information that is exclusive in nature, such as an offer that is only for mobile customers. Whatever types of messages you send, though, make sure that the customer has signed up for it. Don’t just send messages out to them unless they request it. You can offer sign up for SMS messages on your website or at check out – just make sure you have their permission.
Market directly to new mobile device owners :
As more and more people are purchasing mobile devices there is a huge market opening up for marketing to that particular segment that could lead to a long term sales relationship. Offer a free download for an app on iOS or Google Play, or offer a discount on the first purchase a person makes with their new smartphone or iPad. You can target new registration for Google Play or iOS and design your marketing to specifically target these new users – and new potential customers.