IM-Mobile

Bryce Marshall, Director of Strategic Services for Knotice, a direct digital marketing firm in Akron, Ohio, recorded a role-play with me recently about integrating direct digital marketing strategies (mobile, email and Web) in retail. You’ll find the complete program notes, including links to further information about Bryce, Knotice and digital marketing on MobileBeyond.

Using a fictitious retail furniture chain, located in the Midwest, Bryce describes strategies, tactics and best practices that boost overall retail marketing effectiveness.

Some of the topics and ideas covered in the podcast include:

• How to improve direct digital and mobile strategies
• The importance of focusing on the audience without becoming distracted by mobile technology
• A recent study showing 39 year old men are most responsive to mobile marketing
• Considering product offers that boost mobile campaign successCross-channel shoppers (consumers who research products online but purchase at retail stores)
• Using e-commerce coupons that are forwarded to a mobile phone, then used to consummate a retail store sale
• The critical need to “embrace” customers online, making it easy for them to obtain desired information before making a purchase
• Why mobile websites for certain products may sometimes discourage consumers from conducting business with companies due to lack of engagement on a mobile website
• Knowing the strengths of each digital channel that increase sales conversions
• Harnessing the power of customer referrals with newsletters
• Deploying mobile’s unique strengths: SMS location queries via manual look-up or GPS, text message reminders of upcoming retail sales, customer service actions or event information
• Launching new products or retail locations by encouraging consumers to opt-in for text messages by promoting short codes on billboards and other media
• Why landing page optimization is critical to heighten conversions
• Learning from consumers the amount of time they wish to invest in each media channel; then, extracting keywords that brought consumers to each landing page
• Profiling consumers based on search keywords
• List segmentation, based on available CRM data; making the right offer to the right person at the right time and avoiding “SMS blasts”
• Identifying mobile handset models and browser displays
• Exploring in-store bluetooth opportunities
• Recognizing the time factor since mobile devices are usually on 24/7 and usually near owners; then correlating timely messaging that matches consumer lifestyles
• The importance of a carefully written direct digital plan with three, six and twelve month goals and plans
• Creating “quick wins” by obtaining short codes and registering with carriers early on

Retailers, as well as other mobile marketers who want to synergize their marketing campaigns, will enjoy Bryce’s ideas, comments and suggestions in the podcast.