Quick Recap

When it comes to utilizing mobile tools to connect with shoppers on the go, we recently explored smartphone applications, mobile web, and SMS (text) alerts as various options.

Create A Deeper Engagement

Together, SMS alerts that drive shoppers to the mobile web allow for much deeper engagement. As you continue to grow your SMS database, remember that mobile is the most personal marketing channel available today, so don’t become the mobile version of the Sunday circular, that’s not what your shoppers want.

Deliver more than just a retailer coupon, and create a deeper and more personalized experience by driving them to the mobile web, where they will interact with additional content, such as event information, product info, etc. Nowadays, consumers expect retailers to have a mobile optimized website. Brand Anywhere, a leading mobile strategy firm, and Luth Research, creators of one of the largest global online research communities recently found that 51%** of consumers are more likely to shop at retailers that have mobile friendly websites, yet only 4.8%** of retailers actually have a mobile friendly website. This means there is a lot of opportunity to get ahead of the competition.

Test And Refine

Through a holiday campaign, Mallfinder is testing how SMS is enhanced when it is coupled with the mobile web. The Shoptopia campaign offers holiday gift ideas via SMS, which drive users to a mobile microsite, highlighting gift ideas for both men and women. Each product is featured with a prominent image, a comment about the product, price and where it can be found at the local mall.

Thus far we’ve experienced an average of above 2.5% click through rates from SMS to mobile web campaigns, which is higher than the industry average but also shows lots of room for growth. As SMS and the mobile web experience continue to merge together, we anticipate this behavior to grow dramatically as consumers move seamlessly between SMS, mobile web and mobile applications.

If you’d like to join in on this holiday experience, and be assured that you won’t give boring gifts to your loved ones, just text either DUDE or CHICK to 55800 to receive gift recommendations for the men or women in your life. If you’d like to receive ideas for both, just text GIVE to 55800 (Message and Data Rates May Apply).

* This statistic is according to Pew Internet Project

** These statistics are according to Brand Anywhere and Luth Research

To learn more about mobile marketing tools, call your account manager.

Author Profile: Greg Hickman is Product Manager of Mobile Solutions greg.hickman@placewise.com  | 720-891-4943