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BizReport : Mobile Marketing : November 14, 2014

Top 4 tips to enhance mobile performance

Mobile devices are going to be crucial during the upcoming holiday season according to many experts. Shoppers will be using mobiles in-store, they'll be shopping via mobile devices at home and at work. How can retailers and brands ensure their mobile marketing success during this incredibly frantic time frame?

by Kristina Knight

First, offer great content.

Dave Wentker, Tapcentive CEO, said, "All of the factors that lead to success - consumer engagement, increased foot traffic, app activation, app usage, customer satisfaction - are the result of great content that delivers a satisfying experience and trains the customer to return for more."

Second, create holiday campaigns that are fun, exciting and surprising - because everyone's already in a festive mood. Adopt mobile marketing campaigns that make shopping fun, and give people a reason to come to the store for the experience and not just the shopping.

Third, highlight the best merchandise to customers from the second they enter the store.

"Well-crafted holiday campaigns should enable customers to use their phone as a guide, introducing them to specific items at a specific location at that particular moment in time," said Wentker.

Fourth, target campaigns to specific store areas to keep the shoppers most interested.

"There's a difference between "approximate" in-location and "exact" in-location," so make sure communications are specifically targeted so that customers do not receive irrelevant or inexact content. If the baby department is next to major appliances, for example, make sure a customer who's shopping for baby products receives baby-specific content and communications, not messages about refrigerators or microwaves," said Wentker.

And finally, test, test and re-rest before deploying. Don't make the holidays even more frantic because of glitches, bugs or errors. Test websites, test mobile sites and apps and ensure that any NFC or beacon technologies are working appropriately.

Image via Shutterstock

Tags: mobile content, mobile marketing, mobile performances, mobile trends, Tapcentive

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