Holiday Mobile Campaign Strategies
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Is Black Friday obsolete? Store closed, apps open? It's never too early to develop strategies to leverage in-app messaging, message center and mobile wallet for holiday shopping. The first two days of the holiday sales period have netted $4.45 billion in U.S. online purchases, with mobile devices — led by smartphones — accounting for a record $1.5 billion of that amount, with $2.72 billion spent on BlackFriday and $1.73 billion on Thanksgiving. The figures come from Adobe, which has been tracking some 4,500 sites, including 80% of the top 100 retailers. Mobile accounted for 60% of all online traffic on Thanksgiving, IBM said, up 14.8% on a year ago; and it took 54.4% of traffic on Black Friday, up 16.6%. On Thanksgiving, 40% of all sales were completed on mobile devices, another rise compared to last year, when one-third of sales were made on smartphones and tablets. Black Friday saw 35.3% of sales on mobile
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Holiday Mobile Campaign Strategies
- 1. 1 © Urban Airship. Confidential. Do Not Distribute. Gearing Up For Holiday 2016: Mobile Campaign Insights & Planning Tips Participate in the social conversation @urbanairship #MobileStrat
- 2. 2 © Urban Airship. Confidential. Do Not Distribute. Speakers Stephanie Capretto Digital Strategist Urban Airship Bill Schneider Sr. Director of Product Marketing Urban Airship
- 3. 3 © Urban Airship. Confidential. Do Not Distribute. Black Friday Will Never Be the Same According to the NRF, Holiday 2015 was the first year online shopping eclipsed in- store. 102 million shoppers 103 million shoppers In-store Online
- 4. 4 © Urban Airship. Confidential. Do Not Distribute. 60% of online traffic came from mobile devices — a 15.4% increase over 2014
- 5. 5 © Urban Airship. Confidential. Do Not Distribute. 35% of shoppers would be more interested in shopping at a particular retailer in a physical store after seeing content in a general shopping app.
- 6. 6 © Urban Airship. Confidential. Do Not Distribute.
- 7. 7 © Urban Airship. Confidential. Do Not Distribute. Mobile engagement trends from holiday’s past 1. Notifications were up 34% y/y 2. Shopper engagement rates doubled in 2014 3. More than 1/3 of all retail app opens were attributed to a notification 4. Shoppers were most engaged the Saturday before Thanksgiving
- 8. 8 © Urban Airship. Confidential. Do Not Distribute. 2015 Mobile Engagement Holiday Recap & Strategies
- 9. 9 © Urban Airship. Confidential. Do Not Distribute. Daily retail app downloads increased 21% compared to October 2015
- 10. 10 © Urban Airship. Confidential. Do Not Distribute. Strategy: Find Look-a-Like Audiences Find highly-engaged users in your app.
- 11. 11 © Urban Airship. Confidential. Do Not Distribute. Top performing apps saw notification opt-in rates increase from 55% to 58%
- 12. 12 © Urban Airship. Confidential. Do Not Distribute. Strategy: Optimize the Opt-In Ask when the value is clear
- 13. 13 © Urban Airship. Confidential. Do Not Distribute. … and Use Email for Personalized Deals via Push
- 14. 14 © Urban Airship. Confidential. Do Not Distribute. … or Retarget Opt-Outs with In-App Messaging Retarget opt-outs with the message center - Or - In-app notifications Out-of-the-box device property tag includes opt-out status for easy targeting.
- 15. 15 © Urban Airship. Confidential. Do Not Distribute. Nurture New App Users Opportunity: Update automated welcome messages seasonally How should the customer use the app during the holidays?
- 16. 16 © Urban Airship. Confidential. Do Not Distribute. Push Notification Send Volume Year-over-Year - 20,000,000 40,000,000 60,000,000 80,000,000 100,000,000 Su M T W Th F S Su M T W Th F S Su M T W Th F S Su M T W Thanksgiving BlackFriday S Su CyberMonday 2014 2015
- 17. 17 © Urban Airship. Confidential. Do Not Distribute. Promoting Black Friday & Holiday Deals Early
- 18. 18 © Urban Airship. Confidential. Do Not Distribute. Push Notification Engagement Rate Year-over-Year 5% 10% 15% 20% 25% 30% Su M T W Th F S Su M T W Th F S Su M T W Th F S Su M T W Thanksgiving BlackFriday S Su CyberMonday 2014 2015
- 19. 19 © Urban Airship. Confidential. Do Not Distribute. 22% of app users opened the app after receiving a push notification the Sunday before Black Friday
- 20. 20 © Urban Airship. Confidential. Do Not Distribute. Deals Parade Leading up to Black Friday
- 21. 21 © Urban Airship. Confidential. Do Not Distribute. Prepping for In-Store Experiences – Macy’s Monday 11/23 Email received after sweeps signup
- 22. 22 © Urban Airship. Confidential. Do Not Distribute. App-y Thanksgiving! Stores are Closed, but Apps are Open
- 23. 23 © Urban Airship. Confidential. Do Not Distribute. Dynamic Mobile Coupons
- 24. 24 © Urban Airship. Confidential. Do Not Distribute. Strategy: Leverage Mobile Wallet to Lock in Loyalty Leverage wallet items as ongoing engagement channels.
- 25. 25 © Urban Airship. Confidential. Do Not Distribute. Anti-Black Friday – REI’s #OptOutside Campaign
- 26. 26 © Urban Airship. Confidential. Do Not Distribute. More Notifications are Including a Call to Action
- 27. 27 © Urban Airship. Confidential. Do Not Distribute. Increased Use of Engaging Emojis
- 28. 28 © Urban Airship. Confidential. Do Not Distribute. Offer Code in the Push Notification Tip: Make sure there’s a persistent place for the offer code to live once the user taps though. In-app message center is a great for personalized offer codes
- 29. 29 © Urban Airship. Confidential. Do Not Distribute. Strategy: Test Your Messages and Offers Take the guesswork out of mobile engagement success • Test up to 26 variants • Make decisions with confidence • Control group • Measure engagement impact • Direct opens, indirect opens and custom events
- 30. 30 © Urban Airship. Confidential. Do Not Distribute. VIP Treatment
- 31. 31 © Urban Airship. Confidential. Do Not Distribute. Retailers sent 152% more in-app message center messages
- 32. 32 © Urban Airship. Confidential. Do Not Distribute. In-App Message Centers – GameStop Holiday
- 33. 33 © Urban Airship. Confidential. Do Not Distribute. In-App Messaging Reaching Users in the Moment
- 34. 34 © Urban Airship. Confidential. Do Not Distribute. Message Centers Double Read-Rates 8X Greater Direct Response Than Push Comparing average message center read rate to direct taps on a push Notifications Double Read Rates While home screen badges increase read rates 23% High-performing apps see nearly half of all messages read Overall average read rate for high-performing apps is 44%, while it is 49% for retail apps
- 35. 35 © Urban Airship. Confidential. Do Not Distribute. Black Friday is Ending…but Don’t Fret! Cyber Monday is Starting!
- 36. 36 © Urban Airship. Confidential. Do Not Distribute. Last Call for Cyber Monday Deals!
- 37. 37 © Urban Airship. Confidential. Do Not Distribute. Post-Cyber Monday, Content Ideas… • Gift guides • Last minute gifts, including gift cards • Shipping deadline reminders • More deals! • Warm & fuzzy holiday cheer
- 38. 38 © Urban Airship. Confidential. Do Not Distribute. 5 Ideas to Plan for Holidays 1. Mine your app for valuable customers and power look-a-like acquisition campaigns 2. Define your push notification value proposition to nurture new app users acquired during holiday 3. Double your “stickiness” with Message Center 4. Leverage Wallet to build an offer based engagement channel thru the holidays 5. Use mobile data to start learning about
- 39. 39 © Urban Airship. Confidential. Do Not Distribute. Q&A @urbanairship #MobileStrat
Hinweis der Redaktion
- http://www.nytimes.com/2015/11/30/business/black-friday-just-a-day-this-year-no-longer-a-bellwether.html?ref=topics 2013/2014/2015/?
- Last year 52% a 22.41% increase over 2013. The first two days of the holiday sales period have netted $4.45 billion in U.S. online purchases, with mobile devices — led by smartphones — accounting for a record $1.5 billion of that amount, with $2.72 billion spent on BlackFriday and $1.73 billion on Thanksgiving. The figures come from Adobe, which has been tracking some 4,500 sites, including 80% of the top 100 retailers. Mobile accounted for 60% of all online traffic on Thanksgiving, IBM said, up 14.8% on a year ago; and it took 54.4% of traffic on Black Friday, up 16.6%. On Thanksgiving, 40% of all sales were completed on mobile devices, another rise compared to last year, when one-third of sales were made on smartphones and tablets. Black Friday saw 35.3% of sales on mobile
- http://www.prnewswire.com/news-releases/retailmenot-releases-new-research-paper-titled-the-impact-of-mobile-marketing-effective-mobile-campaign-strategies-drive-more-sales-online-and-in-stores-300166460.html The RetailMeNot Mobile Marketing Survey was conducted by Kelton Global between April 30 and May 15, 2015, using an email invitation and an online survey among two audiences: 30 percent of shoppers would be more interested in shopping at a particular retailer's physical store after receiving an email from a retailer. 351 smartphone owners ages 18 and over who have used their smartphone to aid in or make a retail purchase in the last six months. 150 retail professionals ages 25 and over with a responsibility for or view into mobile marketing, all working at retail organizations with $50M+ in annual revenue and in the following industries: restaurant, apparel, books and music, consumer electronics, department store, home and garden, health and beauty, sporting goods, automotive, office supplies, jewelry and travel.
- People are starting earlier and earlier… https://www.marketingtechblog.com/holiday-marketing-tips/?utm_campaign=Feed%3A+marketingtechnology&utm_medium=feed&utm_source=feedpress.me
- The average engagement rate in the month of november was 18% Preparation tips for holiday shopping – retargeting and look a like audiences….
- The median increased slightly from 35 to 36%
- Push notification volume increased 63 percent compared to last November, building on 2014’s significant 34 percent increase over 2013. A third of all app opens during the holidays came from push notifications. This means that retailers are starting conversations, and consumers are responsive.
- The average engagement rate in the month of november was 18%
- Add note about engagement rate spiking on Sunday before
- The average engagement rate in the month of november was 18%