As consumers’ shopping and buying shifts from the physical to mobile marketplace, marketers are often left wondering how to reach their smartphone- and tablet-enabled customers with the most impact. When should they send mobile messages? How frequently? What types of content are most effective at eliciting engagement, purchase and brand interactions?
VentureBeat, a global publication that specializes in technology innovation, featured my guest column about the findings from our 2015 Retail Mobile Messaging Study. The column hammered home a simple but powerful message from the report: more messages sell more products and lead to more customer-brand engagement.
It might be a counterintuitive finding among marketers who think that consumers are overly wary about receiving intrusive or spam-like messages delivered to their very personal smartphones.
But VentureBeat was interested in our findings because we showed that users who received “heavy” messages (about three per weekend) engaged with a brand 14% more often than consumers who received only one weekend message. Likewise, users who received more messages also engaged 22% more frequently with a brand’s app than consumers who received no messages.
In the mobile marketing world, “out of sight – out of mind” is a working concept, based on these findings from a pilot project OtherLevels conducted with a retail client during the 2014 holiday season.
In essence, consumers who received messages that are timely and relevant – alerts and reminders that keep them updated about holiday items, favorite holiday recipes or offered holiday-related promotions – engaged with brands and products more frequently than those who did not receive messages.
These are important findings, given predictions from Gartner analysts that 50% of commerce will be conducted in the mobile environment by 2017. The full 2015 Retail Mobile Messaging study is available for download, and we hope marketers will take a look at these and other findings to see how they can improve the effectiveness, engagement levels and successes of their mobile marketing campaigns.
Tactics and strategies built on content, targeting, retargeting, message testing and relevance can make a difference in how customers interact with brands, and those interactions are critical to a retailers’ bottom line.