Mobile Marketing Is More Than Just A Website
If you think that you are reaching your customers that are using their smartphones and tablets just by having a website, you are probably terribly mistaken. For one thing, if your website is not optimized for mobile, chances are your customers are clicking away before they even get started trying to look at your site.
Retailer Lands’ End is driving mobile sales this season with a commerce-enabled iPad application and a loyalty SMS program.
Lands’ End is using mobile marketing initiatives in conjunction with other marketing channels, including Web, in-store, email and social. The retailer is also partnering with Donorschoose.org for digital charity donations.
“We have seen an increase in customers visiting our mobile commerce site from their smartphones, as well as the full Lands’ End site from their tablet devices,” said Michele Casper, director of public relations at Lands’ End, Dodgeville, WI.
Mobile web users are notoriously impatient when it comes to finding what they want on their mobile device. If they come to your site looking for something and have to do a lot of zooming and scrolling to find the information they are looking for, they will just go to the next site.
Most mobile users are looking for specific things when they come to your site on their mobile device and with the cost of data plans, they need to be able to find those things quickly. They are usually most interested in your location and/or a way to contact you. Depending on the type of business, they may also be looking for your hours of operation and/or some of the products or services you offer.
But, the increasing use of mobile devices is opening some new marketing avenues for businesses. You no longer have to depend on phone book, printed media ads, radio and tv ads, and displays exclusively to reach your customers. There are many new and innovative ways to reach them and promote a sense of loyalty from them as well as get some good “word of mouth” exposure.
Lands’ End is using a SMS loyalty program that rewards consumers with rewards and discounts from the retailer.
To opt-in to the program, consumers text the keyword LANDSEND to the short code 41963.
In addition to the mobile initiatives, Lands’ End is also using other digital marketing initiatives for the holidays.
The company will promote holiday deals and exclusives on its Facebook page, which users can shop from.
Shoppers can also receive holiday tips, giveaways and access to fun events and giveaways via Twitter.
Additionally, Lands’ End is tweaking its email format to make them more optimized for mobile devices.
“At Lands’ End we have always strived to meet our customers where they are,” Ms. Casper said.
“From our 24-hour a day toll-free number launched in 1980, to our ecommerce site launched in 1995, we have changed as our customers’ needs have changed,” she said.
So, you can quickly increase your business by using new technologies that are available to you now. One of the first steps is to make sure you have a mobile optimized website. Then, you can reach current customers, new customers, and create repeat customers through mediums such as SMS marketing, social marketing through venues such as Facebook and Twitter, and special digital coupon offerings. Definitely something to consider, especially in these economic times.
Article quoted came from Mobile Commerce Daily. To read the original article: http://www.mobilecommercedaily.com/2011/11/16/lands-end-aims-to-drive-holiday-sales-via-apps-sms
