For those marketers looking to master mobile, here’s the one mentality that wins out above all others: you have to view mobile marketing within the context of customer lifetime value, not as a one-off attempt at snagging a customer response.
Check out some mobile reference resources if you need more detail, but the basic idea is that mobile monetizes relationships with customers. Using a cross-channel approach focused on acquiring/nurturing a subscriber database over time, brands find that mobile customers purchase more frequently, visit stores more often and recommend brands to friends.
What doesn’t work in mobile: putting one call to action on a giant billboard – and that’s it. Reason being that today’s customers seek out continuity and impressions before legitimizing a product or service offering in their mind. Sure, there will always be customers who become attracted to the novelty of the new, but the majority have a more pragmatic approach to engaging with a brand.
It’s for this reason that Stuart Weitzman’s approach to mobile stands as a guide for any brand or company looking to absolutely nail mobile marketing.
The company’s key innovation is promoting mobile across different facets of the brand. This strategy, let’s call it, “Call to Action Proliferation” authoritatively demonstrates the value of the program for customers and legitimizes its convenience and benefit.
Let’s examine some the pieces individually:
- What it is: before customers access Stuart Weitzman’s homepage, a take-over prompt appears asking if they want to sign up for email or mobile alerts and receive important information from the company.
- Why it works: in the B2C world, a homepage is often a landing page, as it’s the first place customers visit when they try to find a company on the web. Capturing subscribers as they access the site ensures that the brand can re-engage those individuals at a later time, ultimately increasing that oh-so-important customer lifetime value.
- The secret sauce: brands should be careful not to promote a website takeover for new customers. There’s no reason for those customers to sign up for anything. But those people who have returned to the site multiple times and are not yet on a list? 100% no brainer.
Store-Specific Notification Opt-in:
- What it is: customers can opt in to receive local offers when they visit a specific store events page.
- Why it works: customers want convenience. Location-focused alerts provide that and more.
- The secret sauce: as much as mobile is about communication, it’s mostly about data. Mapping customers to a specific store lets brands launch modern marketing campaigns that blast interested individuals with specific information, as opposed to previous marketing where general lists received attempts at blanket-appealing offers.
- What it is: customers signing up for a new account have the option to opt in to email and mobile alerts.
- Why it works: account creators are basically pre-qualified customers – those most likely to engage with a brand via mobile.
- The secret sauce: give customers the option to choose how they want to receive different types of information. Maybe some folks want event updates via mobile and style tips via email. Others, the opposite. Give them that choice.
Mobile & Email Sign-up
- What it is: along the bottom of Stuart Weitzman’s site, web visitors can opt in to mobile or email offers in the same field.
- Why it works: ease-of-use makes customers happy.
- The secret sauce: this sign up field is subtle – on purpose. Mobile can’t always slap people in the face. You need a nice mix of indirect and direct offers to demonstrate to customers that subscribing to brand updates represents a two-way street where both parties benefit.
Out of Stock Notifications
- What it is: customers searching online only to find an out-of-stock item have the option of receiving a text notification when the item becomes available.
- Why it works: this one specific use case essentially represents the power of mobile. It’s easy for customers, easy for brands – and extremely effective at driving revenue.
- The secret sauce: remember, SMS is an interactive and immediate communication channel. Thinking of use cases that align with these two tenets will propel a mobile program toward success (here’s another example: promote an event via email, offer customers the opportunity to receive a reminder via SMS).
- What it is: at checkout, customers can opt in for mobile and email alerts.
- Why it works: talk about powerful analytics – now you know what customers purchased, when, their area code and a direct communication channel to their pocket – all from the same page.
- The secret sauce: hopefully, this is the biggest no-brainer of all, as purchasing customers represent perfect ones to engage with over a long period of time.
The Big Picture
Remember, all of these mobile use cases and calls to action are powerful. But it’s the fact that they are all launched in tandem that makes Stuart Weitzman’s mobile initiative so powerful. Big ups and hats off to a mobile job well done.
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