Replace Old School Marketing Techniques With Mobile Technology to Drive ROI
As a retailer, you know you have to capture prospects’ attention to make a sale. That's why advertisements use eye-catching graphics. But now more than ever, consumers tend to ignore traditional ads and focus instead on the screen in the palm of their hand.
An advertising strategy that leverages this tendency is likely to deliver dividends in increased sales, and a truly forward-thinking approach can produce other valuable benefits for both the customer and the retailer.
Traditional Coupons vs. Digital Offers
In the past, many retailers focused their marketing efforts on printing and distributing coupons. It's still a billion-dollar business, but traditional coupons are costly to print and mail distribution is hit or miss, blanketing neighborhoods and inevitably causing retailers to waste their efforts on consumers who aren't interested in their products.
Digital coupons can be a great alternative since they take advantage of the fact that consumers are more receptive to offers when they're at the point of sale. By using Bluetooth or Wi-Fi technology to send a digital coupon to consumers who come within range of their store, retailers can significantly improve sales.
Email Pitches vs. Mobile Messages
To replace wasteful coupon printing and distribution strategies, many retailers have turned to email, sending out coupons and offers in a broad email blast to drum up new business. Email campaigns are subject to some of the same drawbacks that hamper their print counterparts, however. They blanket a large group for a tiny return — and consumers find spam annoying.
Mobile messages can be more effective since they also leverage the fact that consumers tend to be more receptive to offers made close to the point of sale. Retailers that broadcast mobile messages from the point of sale have already narrowed the list of recipients to those who are visiting their store.