Three Pillars of a Successful Mobile Marketing Strategy
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Christine Cline, Vice President of Marketing at Retale, shared at the 2017 PFMA Annual Conference how to successfully pivot your mobile marketing strategies to reach grocery shoppers on whatever device they may be using.
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Three Pillars of a Successful Mobile Marketing Strategy
- 1. Christine Cline, VP Marketing, Retale Three Pillars of a Successful Mobile Marketing Strategy The Ultimate Mobile Shopping Companion 2017 PFMA Annual Conference
- 2. 9 Over 1/3 of all in store sales are influenced by mobile Deloitte, Sept 2016 2013 2014 2015 2016 $0.2T $0.6T $1.4T $1.0T 5% 19% 28% 37%
- 3. 10 And it will account for nearly 50% of online sales by 2020 eMarketer, Feb 2017; eMarketer, July 2016 2017 2018 2019 2020 $157B $207B $337B $268B 48% 44% 39% 34%
- 4. 11 Google, 2016 Shopped for in the past 30 days on a mobile phone: The grocery category is a late-adopter… but mobile can’t be ignored... 70% Clothes, shoes & accessories 30% Skin care & cosmetics 24% Home, garden & DIY 51% Electronics 28% Grocery 22% Sports & outdoor
- 5. 12 Has your marketing mix kept pace?
- 6. 13 There is a large disparity between grocery media spend and user time spent Digital 12.6% Direct Mail 16.6% Newspaper 57% Digital 49% Direct Mail 3% Broadcast 7.1% Digital 12.6% Direct Mail 16.6% Newspaper 57% Digital 49% Broadcast 45% Direct Mail 3% Newspaper 2% Grocery Media Spend Time Spent Apptaris/Dunhumby, 2017; eMarketer, Oct 2015
- 7. 14
- 8. Three Pillars of a Successful Mobile Marketing Strategy PRE- STORE AT THE STORE POST- STORE
- 9. 16 45% of shoppers make grocery purchase decisions while at home Retale Millennial Grocery Report, April 2016; Valassis, 2017 Find Recipes Look for Coupons Look Up Loyalty Info Make a Shopping List Find a Store Seek Out Deals
- 11. 18 Design your website with a mobile-first approach Retale Shopper Pulse Survey, 2017 54% 46% Desktop/Laptop Mobile Phone Smartphone/Tablet
- 12. 19 Seeking deals and coupons is the #1 activity shoppers do when going to a retailer’s website Retale Shopper Pulse Survey, 2017 68% Look for deals or coupons 64% Compare prices 62% Search for products 58% View weekly ad 47% Make a purchase 43% Look at product reviews 37% Find a store location and/or hours 68% 64% 62% 58% 47% 43% 37% Look for deals or coupons Compare prices Search for products View weekly ad Make a purchase Look at product reviews Find a store location and/or hours
- 13. 20 Top tips for mobile website 1 Make it responsive 4 Prioritize quick load times 2 Create a clean design 3 Ensure easy navigation 5 Keep iterating
- 14. 21 Search
- 15. 22 Online searches are dominated by mobile and have high conversion rates Hitwise Google, 2016 72% of online searches about the food & beverage industry are initiated on a mobile device 76% of people who search on their smartphones for something nearby visit a business within a day 28% of those searches for something nearby result in a purchase
- 16. 23 Top tips for search - SEO 1 Make it accessible for search engines 2 Make it relevant & easy for users 3 Build your content authority
- 17. 24 Top tips for search – paid ads 1 Set your goal: CPC 3 Target your audience 2 Choose the right keywords and iterate 4 Pay attention to ad copy 5 Use Google Analytics
- 18. 25 Display Ads
- 19. 26 Spend continues to increase due to high reach that display ads deliver eMarketer, 2016 Search $33.28B Display $34.56B Other $4.25B
- 21. 28 Search $33.28 Display $34.56 Display formats Rich Media/ Interactive Ad Units Byhook.com Banners
- 22. 29 Display $34.56 Display formats People.com Rich Media/ Interactive Ad Units Banners Video
- 23. 30 Search $33.28 Display $34.56 Display formats Sponsorship Buzzfeed.com Banners Rich Media/ Interactive Ad Units Video
- 24. 31 …but proceed with caution Forrester, May 2017; Comscore, Mar 2017 Of US Adults have installed an ad blocker 38% Ad Blockers Are not viewable or come from invalid traffic 46% Viewability Average click-through-rate 0.35% Click-Through-Rate
- 25. 32 Top tips for display ads 1 Vet all sites and be vigilant 2 Use data for targeting and tracking 3 Produce meaningful ad units 4 Identify relevant environments
- 26. 33 Mobile Apps
- 27. 34 Share of Digital Media Time Spent by Platform ComScore, 2016 Mobile time spent is dominated by apps
- 28. 35Forrester & RetailMeNot, July 2015 Users love the convenience, speed & content of mobile apps 63% 57% 40% 31% 21% 20% 14% 5% 2% More convenient Faster Settings are stored Benefits/rewards More personalized content Better deals Do more things More entertaining Other
- 29. 36 However…acquisition and retention are costly and difficult Google, 2016; eMarketer; Localytics 3-7% $44.2 Average number of shopping apps installed & only 2.1 are used each week average cost per loyal user of new users return to an app within 30 days
- 30. 37 40% of shoppers use aggregated apps to seek out weekly deals and coupons RetaleRetailMeNot ibotta Grocery Pal Retale Shopper Pulse Survey, 2017
- 31. 38 Top tips for app partners 2 Great User Experience 4 Transparent results 5 Don’t limit to just one 1 Unique & Sizeable Audience 3 Pay-for-Performance Pricing Model
- 32. 39 There is still time to influence purchase decisions in store Retale Millennial Grocery Report, April 2016; Valassis, 2017 Consult Shopping List Look at Circulars Compare Prices Text Someone a Question Find a Recipe Access Coupons
- 34. 41Valassis, 2017; Business Insider, 2016 Push notifications are effective but may be limited in scale 58% switch brands based on a discount notification they receive on a mobile device in the store 45% of users enable push notifications on iOS devices
- 35. There are numerous messaging opportunities
- 36. 43 Top tips for push notifications 1 Make the messaging relevant 2 Don’t overdo it 4 Combine with in-app messages 3 Include deals
- 37. 44 Point-of-Sale
- 38. 45 Continue the conversation after she’s left the store Blog Post Reviews Like on Facebook Rate Products Read Emails Tell Friends Join Loyalty Program
- 39. 46Triblio Personalize for more relevant & meaningful communication
- 40. 47 Email
- 41. 48 Plan emails with a mobile-first approach Daze Info, April 2017 Of emails are opened on a mobile device 54%
- 42. 49 Top tips for emails 1 Include impactful subject lines 2 Segment your shoppers 3 Send scheduled + trigger emails 4 Optimize your send time 5 Use automation services
- 43. 50 Social Media
- 45. 52 Top tips for social media 1 Set your goals & KPIs in advance 2 Choose the right channels for your audience 3 Develop a content strategy in advance 4 Have a dedicated community manager
- 46. 53 Use mobile attribution tools to measure how your efforts drive trips and sales
- 47. 54The Ultimate Mobile Shopping Companion Thank you!