5 Ways to Market to the Deal-Seeking, Hyper-Mobile Consumer

By Heike Young

According to RetailMeNot, 73% of consumers now start their shopping journeys on a mobile device.

Reaching these uber-savvy consumers is the next evolution in marketing — and that’s exactly what we discussed on the latest episode of the Marketing Cloudcast, the marketing podcast from Salesforce.

Joel Book and I interviewed RetailMeNot VP of Channel & Growth Brett Billick for the Marketing Cloudcast, and uncovered these five insights on how to reach coupon-seeking and hyper-mobile consumers.

Subscribe to get this episode free on iTunes and get even more useful advice.

1. Apply your email best practices to mobile push. If you have an app like RetailMeNot does, you’ll want to use app notifications to encourage re-engagement with the app and promote special deals and features. Take the email best practices you’ve honed over the years, and drove those into your mobile messages.
2. Add location-based capabilities. When consumers enable location sharing on your mobile app, you can deliver relevant offers to them when they’re at the mall or at home researching the best deals. Brett explained that 94% of smartphone users are now looking for nearby location information on their phones, and 90% of those that find location then go on to take action. The next goal of mobile marketing is to take full advantage of that moment when a consumer is ready to find something nearby and purchase.
3. Fish where the fish are: social media. Social is an inherently mobile channel, and we know consumers are on social. Brett reminded us that, even if organic social reach has diminished over the years, social can still do a lot of new things for marketers, like find lookalikes and serve up ever-increasingly targeted ads. Social is also a great spot to retarget consumers you’ve already reached via email, app ad, or website.
4. Personalize for the CFO of your target household. In the podcast, Brett explained that RetailMeNot’s target customer is a tech-savvy, hyperconnected mom who truly serves as CFO of her household and owns all of the buying power. How are you delivering personalized offers to your target CFO? 60–70% of email subscribers now open on mobile, so every email experience must be carefully crafted for every device, from initial open to product page post-click.
5. Prepare for the most deal-savvy consumers ever in holiday 2015. RetailMeNot’s holiday marketing planning is in full swing. Black Friday has pushed into Thanksgiving, Wal-Mart’s layaway program came out around Labor Day this year, and consumers say that they weren’t satisfied with the quality of holiday deals last year. It’s clear that demands for consumer inbox attention will be sky-high in 2015. Plan now for how your brand will break through the noise. Get started today with the tips Brett shared on the podcast.

Download Brett’s episode of the Marketing Cloudcast now on iTunes! Tweet @youngheike with marketing questions or topics you’d like to see covered next on the Marketing Cloudcast.

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