As predicted, the shopping landscape continues to shift in 2020 with the growth of ecommerce accelerating. Smart marketers looking to take advantage of the booming online shopping segment need to include mobile ecommerce in their marketing stack. Mobile crosses the in-store and online barrier, making it an effective tool for ecommerce. In fact, one Vibes customer saw $51 million mobile attributed revenue and an average of $0.25 revenue per message after implementing ecommerce. Convinced? Let Vibes’ mobile expertise guide you with our comprehensive ecommerce launch checklist:
1. Discuss with your Customer Strategy Manager to build a brand-specific ecommerce game plan
While ecommerce is beneficial across the board, each brand is different. Customer Strategy Managers can craft a unique strategy to target brand-specific segments, taking into consideration niche categories and distinct consumer behavior.
2. Add ecommerce tags to your site
3. Include mobile marketing opt-in at check out
Once ecommerce tags are implemented, ensure promotion of the program by enabling a quick checkbox opt-in at checkout. Due to compliance regulations, Vibes recommends marketers receive consent to message consumers. This consent allows marketers to send order notifications, status reminders, and cart recovery messaging.
4. Set-up automated marketing messaging within mobile platform to trigger high-importance messaging at optimal times
With ecommerce tags serving as triggers, automated messaging reaches consumers when and where marketers want. These messages include cart recovery, order status, pick-up notifications, curbside enablement, and post-purchase offers.
5. Create custom revenue reports to track revenue per message and capture additional cart recovery attributed revenue from your ecommerce site
Ecommerce tags collect purchase data helping marketers show the true value and ROI impact of mobile. By combining the powerful analytic tools of mobile with brand revenue reports, marketers determine incremental revenue and spend for the channel. Key metrics to track include Return on SMS Messaging, Incremental Mobile Attributed Revenue, and Revenue per Message.
6. Deploy broadcasts to drive consumers to your ecommerce site
Once ecommerce tags are implemented on your brand website and revenue reports are created, send your first ecommerce-focused broadcast, driving consumers to your website for purchase. Ensure data sync by utilizing Vibes shortened URL capabilities to track click-through-rates and filter purchase data back to Vibes.
7. Trigger cart recovery messages based on ecommerce tags
From the SMS broadcast, identify where consumers are within the purchase journey from data collected via ecommerce tags. When consumers do not complete purchase after adding items to their cart, trigger an automated purchase nudge. Once purchase is complete, provide order status notifications and pick-up reminders.
8. Deliver automated mobile marketing offers based on purchase behavior
Use ecommerce to build loyalty and repeat purchases. Complete the purchase cycle with a retain campaign based on purchase behavior and product views. Using data collected, deliver personalized and targeted offers to incentivize additional purchases.
9. Compile ecommerce data to inform future messaging
Further utilize ecommerce tagging data to identify your most valuable subscribers, determine the most efficient message content and highlight mobile’s impact on your bottom line.
Connecting ecommerce with mobile programming is easy, effective, and important for a successful marketing campaign in 2020 and beyond. To learn more about ecommerce, download our Guide to Mobile Marketing for Ecommerce here.