Mobile Daily Deal Marketing…Gone Bad Part 2-Recommendations

In Part 1, we presented how a Daily Deal Mobile marketing strategy had gone bad. The following, Part 2, is also written for our audience by Alexander S. Bosika, Director, Product Marketing and Communications for Admeris. He illustrates and shares best practices on running a mobile marketing campaign for the daily deal industry.

 

 

BEST PRACTICES

If you plan to run a daily deal campaign targeting consumers in print, online and through smartphone handsets, understand the use-case of each consumer type careful.

Online consumers will shop and research more on their desktop or laptop because they are more likely to have the luxury of time.  Mobile consumers, on the other hand, are more likely to be time-constrained with less time to research but may be more likely to purchase impulsively. So your campaign objective must cater to each type of user.

1. For a mobile consumer, the campaign objective must be to drive sales conversions to an offer if they were directed to it from a print-based campaign. The objective must also include an easy to use payment method to transact quickly without any account login, creation or redirection to another payment to finalize the purchase. In a mobile context, you want to drive sales, not account signups. The daily deal provider should use the payment process as a method to follow-up through email with an account setup responder sequence to build a relationship with that consumer.

2. For an online or print consumer, the campaign objective could be account sign-ups given the content and time factor involved in this particular use-case.  The consumer is not in constrained with time or usability; therefore, they are more likely to consider your offers and buy OR sign-up to an account to receive future offers.

    • Use Unique QR Codes for Different Campaign Offers
      • If this is planned with your next print campaign, do NOT ask the mobile consumer to enter their city on the landing page they’re redirected to!  If you do, then your campaign’s technical implementation wasn’t planned properly and will result in lower conversions.
        • If you are running a daily deal campaign in multiple cities (say 5) with the same offer, you must create 5 different QR codes that direct the consumer to a unique landing page for that city.  This will allow you to track conversion by city per print ad campaign.  Remember, the objective should not be account creation in a mobile context but sales conversion.  As well, you could automate this step entirely by leveraging GPS-data (location-based) from the smartphone device to determine the location of the user (broadly) and thus, their city if you don’t want to create multiple landing pages and QR codes.
        • If your daily deal campaign contains different offers in different cities, unique QR codes and landing pages associated to the different print ads in each city are essential.  One size does NOT fit all.  Otherwise, you will have terrible conversion.
        • Create landing pages for the right consumer type
          • If the goal of your print ad campaign is to drive more consumers to an online website from their desktop or laptop, create a landing page for that consumer.
          • If the goal of your print ad campaign is to drive more sales through mobile smartphones, create a landing page that properly formats to smartphone handsets.  Do not direct mobile consumers to a full website landing page.  Sure, the iPhone Safari browser is flexible enough for you to scroll around and figure things out; however, you’re making the consumer “work” for you, and that is a bad mobile user experience.  Make life easy.
          • Make sure your mobile consumer can buy quickly, securely and easily
            • As discussed, a mobile consumer is time-starved and makes decisions more impulsively; if there is a compelling offer associated with aggressive time-scarcity (offer good for the next 24 hours or less).
            • If the mobile consumer is forced to setup an account to make a payment, the conversions will be terrible.
            • If the mobile consumer is forced to make a payment to some third-party site, with an account login, to make a final payment, the conversions will be terrible.  The simple reason being that the third-party processing partner has not optimized those account login setups for mobile consumers; thereby, they are forced to login to their existing account as if they were on a laptop or desktop, making the experience extremely frustrating
            • In a mobile context, think customer acquisition after the initial sale
              • This is extremely important in a sea of daily deal competition.  A customer will not develop instant “brand loyalty” or affinity to you on first sale.  Unfortunately, love at first sight doesn’t work that way in this context.  So your focus must be on the initial sale.
              • Once the sale is complete, your payment confirmation email can contain the necessary customer acquisition sales copy to commit the customer to future deals from your site.  Don’t bottleneck the process with account creation because the mobile consumer’s initial loyalty is only focused on the discount offer, not you.

 

We would like to thank Alexander S. Bosika for taking the time to share his views on mobile marketing with our audience. We look forward to further insightful articles from Alexander.

We would also like to add the following as a little “plug” for Alexander and Admeris. Perhaps it will be of value for Daily Deal providers evaluating a mobile campaign:

Admeris Payments has analyzed countless use cases in a mobile context to determine how deal sites can leverage the power of online and mobile commerce payment platforms.  The objective for any mobile campaign should be for consumers to act decisively and to make a payments quickly and easily. Their mobile solution called OneTouch mobile payment has lead to higher sales conversions with daily deal providers and works as such: After the first transaction which simply requires the CC# and CCV code, all future transactions simply requires a PIN or CCV code at the same daily deal provider because the CC and Device ID for the mobile consumer were already encrypted by the Admeris mobile product. Future repeat transactions are therefore faster, easier and more secure for consumers. For daily deal providers, this translates into better sales conversions and a new acquisition funnel after the sale.