7 Black Friday Marketing Tips to Increase Customer Revenues

Nov19

7 Black Friday Marketing Tips to Increase Customer Revenues

Big-box retailers like Macy’s and online retailer giants like Amazon seem to dominate the Black Friday game, but we have compiled a list of cross-channel tactics to level the playing field on the most anticipated shopping day of the year.

Cross-channel communications is a powerful and effective way not only to communicate with customers but also to ultimately get them to purchase. Prior to making a holiday purchase, 84 percent of shoppers consult online retail resources, according to a recent study by Gannett, a digital marketing company.

Your customers and potential customers are leveraging all screens to take advantage of offers and conduct research, which is why you should take advantage of cross-channel marketing techniques in the days and weeks leading up to Black Friday.

Here are some last minute strategies and tips to make sure your Black Friday is successful and goes off without a hitch.

Leverage Your Email Database

Reach your customers directly by sending out emails about your upcoming Black Friday sale. Major retailers such as Best Buy and Target generate buzz and build their email lists by encouraging customers to sign up to receive Black Friday alerts. Include a similar sign-up feature on your website to capture potential shoppers while they’re looking for sales. Even if you haven’t announced your Black Friday event, you’ll be able to notify interested shoppers. Additionally, use your email list as a way to build your mobile database, try incentivizing the email list by sending out exclusive coupons to join your mobile program.

Activate Your Mobile Audience

The study by Gannett also found that 65 percent of shoppers believe mobile promotions are “powerful enough to influence them to buy holiday gifts in-store on Black Friday, Thanksgiving – and even on Cyber Monday”. After ensuring you have adhered to mobile compliance regulations, send offers to your mobile list that are exclusive to your mobile database. Your customers and potential customers who have opted-in to your mobile program will be some of your most responsive audience.

Optimize Your Site

One of the most important things you can do is ensure your website is mobile ready and responsive. You should make sure your deals are obvious and appealing both from a traditional browser and a mobile device. Shoppers will likely turn to your site via their smartphones for product research, for mobile coupons or to make a purchase. This means your merchandise and especially sale products should be easily accessible on your website. This may help sway those indecisive shoppers who are still doing retail store comparisons. Remember not everyone goes into the brick and mortar stores, so test your website to make sure it is ready for the increased traffic.

Be Socially Savvy

Your social team should be primed and ready to take advantage of real-time situations occurring on social networks. A day of frenzied shopping and consuming is likely to produce a few angry tweets, product unavailability, or lack of inventory, from you or your competitors. Embrace the power of social media by having a social team member ready to engage with people who check-in online to your location, or have discounts ready for people who check in. Black Friday is a prime opportunity to engage with a large audience and real-time marketing is an important way to capture opportunities and create memorable, engaging moments with your customers and potential customers. Finally, don’t forget to offer Black Friday deal reveals to your Facebook fans and Twitter followers…Instagram and Pinterest are important mediums too. You should use hashtags, such as “#blackfriday,” to help your sale gain traction.

Create Triggered Campaigns

Create triggered campaigns ahead of time such as abandoned cart emails, or reminders for people who opened certain coupons. If people are sharing your coupons or emails, create triggered campaigns that create additional incentives or thank them for sharing with the gift of an additional discount.

Build Excitement

Across all mediums, it’s important to create a sense of urgency to your deals. Stand out from your competitors by highlighting what makes your store — and sale — different. Build anticipation by adding a Black Friday countdown clock to your website. Create excitement by previewing price cuts. Build eagerness by hyping a giveaway on the big day.

Remember…Black Friday Isn’t the End, But the Beginning of the Holiday Season

Consumers exhibit so many behaviors during Black Friday, so you’ll want to make sure you capture as much behavioural information as possible to take advantage of them in the future. Some interesting consumer information would include:

  • How many people purchased goods?
  • How many people clicked through on your emails?
  • How many email subscribers turned into mobile subscribers?
  • Which mobile offers produced the most traction?
  • Which customers were most profitable: social, mobile, traditional, email?
  • Which customers segments were most engaged with which communication channel?
  • Plus much more…

Capturing this, plus other consumer information will be beneficial in helping you remarket to your audience over the Holiday Season.

It is important to not just think about Black Friday as a single day of marketing. Continue your Black Friday successes by developing a plan for post Black Friday engagement by leveraging all your communication channels.

Improve ROI with Customer Engagement…Tips from the C-Suite

Nov05

Improve ROI with Customer Engagement…Tips from the C-Suite

Brands today are constantly trying to find new ways to deliver better customer engagement. In order to deliver the best engagement, you need to understand the needs of your consumers well enough to deliver it.

Join, Jeffrey Hayzlett,one of the world’s most popular marketers as he brings the same knowledge he shares during his show the C-Suite to help educate marketers on improving their ROI through customer engagement strategies.

Attend this webinar to Learn:

  • Best Practices for Increasing Customer Engagement with Your Brand
  • How to Improve ROI through Cross-Channel Execution
  • Why A Unified View of the Customer Will Increase Your Revenues

Register Today: http://tinyurl.com/n486xxh

Don Draper Doesn’t Know Customer Engagement – But Tagga Sure Does!

Oct24

Don Draper Doesn’t Know Customer Engagement – But Tagga Sure Does!

Gone are the days of “Mad Men” marketing, when men like Don Draper would sit in his conference room and dream up ways to sell the latest product to the consumer. And don’t forget – his audience would love it!

“People Want to Be Told What to do so Badly They’ll Listen to Anyone.” – Don Draper

Not Anymore Don!

Marketers know that today’s consumer is skeptical of all campaigns.  And if you are going to market to them – it better be relevant…or forget it! Today’s marketer, unlike Mr. Draper, is more concerned about establishing a connection with their consumer, a way they can truly connect to their emotions. In today’s marketing environment a marketer has to become a Customer Engagement Ninja to really win their share of wallet.

How do marketers begin the path to successful customer engagement? At Tagga, many of our customers are asking us the following questions:

  • How do I start?
  • What are the elements I should consider?
  • What are the channels I should use?
  • How do I create a comprehensive calendar?
  • How do I make it all tie together?

We know B2C marketing, it’s in our blood, and we have the successes to prove it.  So, to help B2C marketers on the path to successful customer engagement we have created the “Customer Engagement Planning Template”. Download the template now to get started with your plans.

 

How Mobile Impacts Customer Engagement

Oct10

How Mobile Impacts Customer Engagement

Increasingly, when customers need something, anything, they turn to their mobile device and ask for help. Mobile is becoming their problem-solver, and a shift of this magnitude has dramatically transformed customer expectations.

A recent eConsultancy report stated that with the rising adoption of mobile; consumers are intolerant of brands’ online faults. If they do encounter problems, 16% admit they would be more likely to buy from a competitor, while 13% would abandon the transaction altogether and try a competitor instead.

This surge in customer expectations creates an opportunity for brands to transform customer perceptions. And as mobile has such a big impact on customer engagement, this should be at the forefront.

Mobile like social media can help customers learn more about you and engage with your brand. In fact, an EPiServer study found that 46% of brands already have a mobile strategy in place and of those 74% are already using mobile primarily to increase customer loyalty and provide a more personalized experience for customers.

The increase in mobile adoption only further increases their expectations for customer service.  As more customers access the internet, social media, and email from wherever they are – your brand should be focused on crafting a mobile-friendly experience in order to remain competitive.

Vision Critical recently pointed out that while many companies think they are customer-centric, they might be making some critical errors. They point out that companies that use mobile tools and strategies that improve customer engagement win with 84% of CMO’s focusing on the mobile experience.

Here are a few areas where mobile can enrich and strengthen interactions with your consumers:

Cross-Channel Experiences

Consumers are interacting with brands through many different communication channels: Mobile, social, and desktop – so it is more important than ever that the brand message remains consistent across all channels. Most consumers will engage with your brand with the use of a mobile device – so it is imperative the mobile experience is seamless for your consumer.

Live Help

A personalized experience is still important for customers even when interacting with a brand through a mobile device.  34% of users will conduct research on a product or service via their mobile device – so mobile friendly options are paramount. Brands that ensure customer service communications are streamlined for mobile interaction will win more customers.

Location-Based Services

Mobile has given consumers the ability to search for items nearby, giving them a level of convenience not previously available. Up-to-date location information is essential across all your brand’s online properties, review sites and social media. It enables companies to deliver services and offers to a customer at the most relevant moment.

Mobile devices are now entrenched in today’s society, and it’s important that brands ensure your customer engagements are optimized for mobile.  By ensuring websites are responsive and customers can easily access all information they need; brands will be well positioned to improve their customer engagements.

 

Infographic: The Power of Personalization

Oct03

Infographic: The Power of Personalization

Check out our latest infographic to learn why personalization is so important to your consumer.

The Secret Sauce to Customer Engagement

Sep30

The Secret Sauce to Customer Engagement

In a competitive retail market where marketing programs are ubiquitous, brands must set themselves apart to drive customer engagement and build real relationships. It’s about distilling smart, customer-centric data to deliver content that not only rewards, but also transforms customers into brand ambassadors.

Today, most brands view their customers one dimensionally. We can’t see the decision process that the customer has gone through to put the items in her basket, or what happens after her purchase. Did the customer even like the products when she used them? Did she share information socially about her purchase? The only information marketers have is at this one moment – when they buy.

IBM conducted a number of C-suite studies to survey business leaders from companies of all sizes and industries to gain a better understanding of C-level priorities. In 2013 their CMO study noted that the main CMO priority was enhancing customer loyalty and building customer advocacy for their brands. During their 2014 IBM CMO study it indicated that CMOs are struggling with how to execute on that priority in today’s digital world. To succeed, the CMOs stated that they have three prerequisites:

  • Using data analytics to gain deeper understanding of customers, individually & collectively
  • Designing rewarding customer experiences
  • Capitalizing on new technologies to deliver those experiences smartly and efficientl

In addition, a July 2014 survey by Forbes Insights said fragmented and siloed data systems were a key factor preventing a single view of the customer. Senior executives polled in North America said their companies were using an average of 36 different data-gathering systems and vendors. Of those polled, only 24% of respondents said the various customer communications and data-gathering systems they used were integrated or connected across their organization.

To attract, retain and satisfy customers now and into the future, retailers must expand their understanding of each individual customer and use it to provide personalized and relevant content. Many retailers are challenged in this area because:

  • They may not have insight into the customers’ past campaign engagement, or be able to consolidate campaign activity over the various communication channels.
  •  Their view of the customer is incomplete. They do not have access to the customers’ social preferences, their mobile usage and purchase behaviors.
  • Their services are inconsistent because they do not have access to all the critical information about the customer that tells them the right action to take.

So – what is the secret sauce to customer engagement? ANALYTICS. Analytics can help by providing marketers with the insights necessary for a single view of the customer that they can access right when they need them. Armed with this information, they can nurture customer loyalty over time and deliver smarter marketing programs to increase customer lifetime value.

 

 

Join our Retail Webinar on September 24

Sep15

Webinar:

The Retailers’ Ultimate Challenge – Customer Personalization

 

Do you know your customers?

The Retailers’ Ultimate Challenge: Customer Personalization

September 24 @ 10am Pacific

Customers today expect that you, the brand, know them. They demand personalized content in every engagement, through every channel, every time.

But how can you deliver individualized engagements? By leveraging the customer data you already have you can gain deeper insights into your individual customers, their actions and interests to deliver dynamic and relevant content during every interaction.

Register for our webinar today.

Join the Tagga team to learn the key strategies to get customer personalization right – every time with every customer, when it matters.

Attend this webinar featuring our Director of Marketing, Nicole Steele, to learn how to harness the power of your current customer data and build a more engaging relationship with your current customers and attract new ones. Learn how to:

  • Stay memorable, stay relevant, and connect with your customers to achieve higher revenues by delivering relevant content
  • Increase customer engagement, customer loyalty and customer lifetime value
  • Use analytically-driven personalization approaches to uncover context around customer interactions

We look forward to seeing you there!

Cross-Channel Marketing is Helping Me Increase My Shoe Collection

Sep03

Cross-Channel Marketing is Helping Me Increase My Shoe Collection

On my commute into work I was checking out the newest pair of adidas shoes on my tablet for an upcoming marathon. The shoes are great but it’s time to hop onto a conference call, so my purchase plans will have to wait.  Later as I am browsing through Facebook, I notice an ad appear for those same adidas shoes – coincidence or fate? That evening on my laptop, I see yet another ad for the same pair of shoes…finally some downtime to make the purchase! And the shoes are mine!  After adding the shoes to my shopping cart, I realize this would make a great post!  Not all marketers are familiar with Cross-Channel basics…this post can help!

How It All Began

Targeted marketing has been part of the online experience since the late 1990’s. At the time Brands would try to reach consumers similar to how they advertised on TV – by selecting ads that appealed to the broadest audience. Throw something at the wall – something has got to stick! Right? In the early 2000’s they began using browsing history and collected data from users to create targeted ads, and promotions for shoes, clothing, cars and other products by tracking people across the Internet. This custom is now widespread and a mainstream practice by all brands.

With the emergence of the mobile phone (acting more like a mini computer), the adoption of tablets (according to PEW Research 42% of US adults own a tablet), and the social media boom – Brands are trying harder to keep their ads top of mind for their customers. A recent study by Internetretailer.com identified 35% of e-commerce executives plan to invest in creating a “seamless shopping experience” for their customers across stores, web and mobile.

Today, targeted and personalized advertising is practiced more often – but still not nearly enough to keep the public happy. According to Forbes Insights 62% of consumers are now expecting to receive personalized offers across all communication channels.

Once again, there is a wide gap between what consumers are expecting and what brands are looking to deliver.

How Do They Collect Your Information?

If 35% of brands plan to invest in creating a seamless shopping experience, how are they able to deliver these targeted ads?

Search Data. Analyze search terms and user habits to place targeted advertisements alongside regular search results and pay for a higher position in the results for particular keywords.

Cookies. Collect and record webpages, blog articles and social media sites visited using a small file (or cookie). There are two types of cookies: first-party cookies, which are sent by the site domain in the address bar, and third-party cookies, which come from other domains that have embedded ads or images on the page. This information helps marketers tailor advertising to specific audiences.

Purchase Behavior. How can sites like Amazon recommend items that remind you of previously purchased items? It’s because online stores often utilize user registration to track what a person buys – even what you put in your cart and later abandoned to personalize the shopping experience.

Profile Data. Profiles created on social networks like site Facebook, Twitter and Instagram contain information about your age, education, interests, music and books Brands can leverage this data to provide custom advertising.

What I Want, Where & When I Want It

With so many channels (smartphone, mobile, desktop and social) for brands to use to connect with their audience, marketers face a major opportunity and challenge.  They have more opportunities to connect but they must be more streamlined and data-driven.

The problem is (as mentioned above) there are many data points. Most brands are buried in data overload and don’t know how to seamlessly execute targeted communications on their audience’s preferred channel. Nearly 65% of Brands are not even considering offering a personalized shopping experience in 2014 or 2015.

Not only is it difficult to digest content because marketers are not tailoring the content to specific channels – there is a lack of personalization.  With access to the mountains of data, brands have the capability to leverage that content to create personalized relationships. Unfortunately, nearly two-thirds of marketers are not providing their customers with the content they want or even seek!

What’s Next?

The good news is Brands like Starbucks, Amazon and Zappos provide a great customer experience – which equates into brilliant revenues.  Marketers and Brands will be forced to take notice and get on board to deliver the type of communications customers want, on the devices they prefer, as they need it.

Until that time arrives, I will continue to drink my latte at the Starbucks as I purchase the coffee maker Amazon recommends while admiring my new adidas shoes.

 

 

 

Personalization: Finally Consumers and Marketers Agree!

Aug11

 Personalization: Finally Consumers and Marketers Agree!

There is no wonder why Coke’s #shareacoke campaign has had huge success this summer – who wouldn’t want a bottle (from one of the biggest brands in pop) personalized with their name on it?!  For those of you who haven’t seen the campaign, you need to be enlightened by one of the cutest campaigns this summer.

Scores of people are taking road trips to find bottles emblazoned with their names, posting pictures and videos on social networks with many going viral. One couple even hijacked the campaign to make their own personal announcement receiving over 1.5 million views. Part of the reason for the success of the campaign – personalization!

Coke gets it – and more brands need to hop on board. Consumers prefer relevant, personalized offers; while marketing professionals find making content personalized can be a major revenue driver. Marketing professionals and consumers unite: personalization is key!

According to research conducted by Forrester, smartphone owners prefer personalized communications compared to any other form. International Data Center (IDC) also found that about half of consumers preferred relevant, personalized offers from retailers.

Membership in US retail loyalty programs has grown to more than 1 billion, up from less than half that number in 2006. As their experience with these programs deepens, consumers have begun to expect more personalized offers and services in return for their participation. Thanks to the increased sophistication of behavioural and demographic data loyalty programs provide; retailers can satisfy those desires while also addressing their own data requirements, according to eMarketer.

Consumers Will Give You Access – But What Do They Get?

Today’s consumers realize they need to trade some private information to receive more relevant offers. According to Forbes Insights, more than three-quarters of consumers saw the benefit of trading personal information for more relevant discounts and offers, and 62% were willing to do so in return for personalized offers.

Getting personal with your consumer involves gathering mountains of data from various touch points; retail operations, customer volunteered information and data aggregators. Collecting customer data is only part of the marketers’ challenge. There’s a huge leap from gathering data; to having data organized finely enough to provide personalized and individualized recommendations that enhance the customer experience.

Marketers can now take information gleaned from shopping habits and other preferences and then shape the messaging in order to have a greater impact on customers.

Identify Consumer Preferences

Harris Interactive found that the majority of recipients of communications containing personalization from previous shopping experiences and preferences would be more likely to increase their purchases. In fact, 81% of respondents said they were at least somewhat likely to make additional purchases, either online or in-store as a result of those personalized communications.

82% of respondents positively reacted towards receiving more communications, as long as the new correspondence took into account previous shopping habits.

Consumers have already voiced interest in receiving personalized communications, and recent polling suggested that personalization would be a key trend across all consumer communications this year.

The November 2013 Conversant study highlighted that three-quarters of US senior level marketing professionals and agency decision makers agreed that “individualized messages and offers will be more effective than mass messages/offers”– they all say “personalized one-to-one marketing is the future”.

Demand for Personalized Content on the Rise

Heightened consumer demand for messages related to their interests, explains the driver behind the response from executives. Probably the most important reason for the rise of personalization is the high ROI it yields. A recent Tnooz study found that 80% of respondents say personalized content plays a part in their decision to purchase. Marketing professionals also mentioned the same benefits but have also identified increase in repeat purchase as the most desirable benefit. So, not only are consumers more likely to interact with personalized messages, they’re also more likely to spend more money with brands that implement targeted programs.

Not every brand has a product they can personalize like Coke but, it’s clear that communications tailored to your consumer forming 1-to-1 relationships with your audience will increase engagement rates, customer satisfaction and your brand’s revenues.

 

 

 

 

Is Your Retail Brand Ready for the Male Millennial?

Aug07

 

 

Is Your Retail Brand Ready for the Male Millennial?

 

We know millennial females shop more than twice a month, compared to 36% of older females – but what about their male counterparts?

How Do They Shop?

Among millennial males, almost 40% reported shopping for clothing more than twice a month, compared to only 10% of non-millennial men.  Frequency is not the only nugget to notice, male millennials also spend 2X more than men in older generations.

A recent Boston Consulting Group study highlighted the habit that sets millennials apart from other non-millennials – their tendency to shop in groups and seek opinions from others. 49% of millennial males will seek information from a friend, as well as 29% will check online reviews prior to making a purchase; compared to less than 15% of non-millennial males. Unlike the millennial female; millennial males will try fewer brands and have fewer favorite brands.  The good news – when they do try a new brand, they are more likely to convert and stay loyal to the brand contrasting the millennial female.

Keep Them Entertained and Provide Advisors

54% of male millennials seek a fun and energizing shopping experience compared to 39% of non-millennial men; they also value the music and store atmosphere more than their non-millennial counterparts. 46% of millennial males are also more likely to appreciate sales associates who are trendy and wear store merchandise; compared to the 22% of non-millennial males. With these stats its not surprising that male millennials value the store associate as an advisor more than the millennial female.

How to Engage Them

Millennials enjoy going to brick and mortar stores – but their shopping experience is not complete without online retailers, brand sites, social media, and mobile. Millennials want to research products, check prices, make purchases and receive promotions online and on their mobile device.

Is your retail organization communicating with the male millennial on the channel their prefer, providing a consistent and clear message?

 

 

 

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