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49% of consumers want a seamless shopping experience across all channels.
Accenture Seamless Retail Study, 2013
In 2013, smartphones will overtake PCs as the most common web access device worldwide.
Gartner
31,900,000 US Twitter users
There are 750,000,000 Facebook mobile users (up 54% from last year)
93% of US online consumers are email subscribers, and receive at least one permission-based email each day.
ExactTarget
1 in 3 consumers use their mobile phone to research products in-store.
Cisco Internet Business Solutions Group
67% of consumers are more likely to buy a company’s product or service if their website is mobile-friendly.
Google/Sterling Research/SmithGeiger
Social Mobile Email Web
4 Cornerstones of Cross-Channel Marketing
Website
• Where buyers engage first• Enables access to content• Promotes subscription
Website
Unlike email inboxes, where most people are accustomed to abundant marketing messages, customers still consider their phones a personal and highly valued space.
Take every opportunity to connect with new customers via mobile, relating to them in the spaces where your brand already has visibility.
• In the inbox. • In the mail. • In the store. • On your website. • On social networks. • In your CRM.
Once a subscriber has opted in to receive your text and push messages, you don’t want to wear out the welcome mat—or go radio silent. Just as you would welcome email subscribers with a series of welcome emails, your mobile messaging strategy should help your new subscribers get to know you, and it can take anywhere from 10 days to two months, depending on your goals.
Remember that subscribers expect communications that speak directly to their behaviors, preferences, and history with your brand. As you welcome your new subscribers, keep in mind your targeting criteria (like previous shopping experiences) to make your welcome messages valuable from the start.
Customers who interact with your brand through mobile-specific channels are among your most engaged.
• Send dynamic coupon codes. • Promote your app. • Ask mobile subscribers to join your email database. • Promote your brand’s social media accounts.• Tie in current events. • Set up a keyword response program.• Send a countdown. • Take a vote. • Send a data-triggered message. • Enhance SMS with APIs.
The more data you collect about your mobile subscribers, the more your mobile strategy will become increasingly personalized and less “batch and blast.”
• Offer important content through mobile.• Incentivize subscribers to reengage.• Incentivize them immediately post-transaction.• Use mobile messaging to follow up after
person meetings
Accumulating thousands of fans and followers does not mean you have a social media strategy!
To monetize social media, brands must develop a plan to convert fans & followers to email subscribers.
• 29 years old• Married• Mother of a five-year-old daughter and a
two-year-old son• Elementary School Teacher• Long-time catalog customer and Facebook Fan but not a
current subscriber• Has a monthly 'neighborhood knitting night' which is really just
a reason for Stacie and the rest of the ladies to drink wine and catch-up while their spouses watch the kids
Consumer Journey
Meet Stacie
When the shipment arrives she notices that the
packing materials contain a post card publicizing a
sweepstakes
She types in the URL for the landing page and is
redirected to the contest’s SocialPages on
Stacie bought the heart cookie cutter set
because she is making cookies for her class at
school
Enter our sweepstakes!
cookstore.com/enter
Web purchase
Social Capture
Stacie enters the contest and selects the option to opt-in to
promotional messages from the retailer so that she can be the first to find out about similar
offers
Email Address:
Thanks for entering!
Tell us more!
Web Customization
Since Stacie entered a contest relating to a cookbook, we
drop her into the Cookbook section of Cook’s
Tool area of the site
Cookbooks
Stacie uses guided selling tools to look for other related
cookbooks
Find a Cookbook
1. What kind of food do you want to make?
She browses items, even adding a cookbook to
her cart
Add to cart
Fresh + FastCooking
But decides not to purchase
Find a Cookbook
2. How experienced are you with cooking?
Find a Cookbook
3. How much are you wanting to spend?
Email Recommendations
Triggered email sends a remarketing message for
the cookbook based on Stacie’s web behaviors
Remember this book?
Promo Code
Fresh + FastCooking
Stacie reads the email at work but accidentally deletes it
Social Interaction
Stacie Smith @StacieSmith
@CookStore I accidentally deleted my coupon. Can you help?
CookStore @CookStore
@StacieSmith Sorry to hear that Stacie, we have resent the email to you. Let us know if there is anything else we can do for you.
In-Store Purchase
Stacie stops by the mall and buys the recommended
cookbook with her promo code.
She requests an eReceipt
The eReceipt contains a bounce back offer
with upsell opportunities
eReceipt$20.71
Fresh + Fast
Cooking
Thanks for your purchase!
Have you seen these?
Email Personalization
7 days after her cookbook purchase,
Stacie receives an automated rating/review email
She is also invited tojoin the cookbook club
Review your purchase
Fresh + Fast
Cooking
Triggered Send
+7 daysJoin our
CookbookClub!
Triggered Send
+14 days
She joins and adds her mobile number to her profile
so she canreceive mobile alerts about local cookbook
club events
Stacie Smith’s Profile
scrapbooking
Mobile Promotion
Based on her preferences
Stacie can receive an SMS alert about an upcoming local event
Or receive an email about an upcoming
event
Cookbook Club NewsletterFebruary
baking
musicreading
Cookbook Club Eventat NW23 & Flanders
this Friday.bit.ly/a3m4
Stacie’s Consumer Journey
Email Address:
Add to cart
Fresh + Fast
Cooking
@CookStore
Review
