As mobile marketers teach themselves in this relatively new game, they have come up with some brilliant ideas this year. Some retailers have been pushing their mobile sites and apps efforts and received quite some awareness and generated revenues.
Take Macy’s as an example, it has developed a location based mobile marketing strategy. Besides the almost conventional technique of using GPS to help customers locate the store, there are a few extra highlights, which include: free shipping for purchase through its mobile site, and online-only promo codes.
It is very crucial that a marketing plan integrates its efforts across different media and do not singularize any of them, because, after all, they are meant to serve for one purpose of marketing, not to split the plan. Macy's does well in this as they do not push customers away from the store, or the web, or the mobile, etc. It tries to pull in people from every possible source and accommodate them wherever they are.
“There’s no doubt that online shopping continues to grow dramatically,” said Mitch Bishop, chief marketing officer at Moovweb, San Francisco. “But these growth rates pale in comparison to the growth of mobile sales, which are easily double last year for many of our customers.” “Online merchandising should share as much of the content, features and business logic between the desktop site and mobile experiences as possible,” he said. “This allows retailers to focus on customizing the front-end experience for each touch point, he said. “Creating an amazing experience for mobile channels that takes advantage of unique mobile capabilities is critical for retailers.”
Sources:
http://www.moovweb.com/?utm_source=adwords&utm_medium=cpc&utm_campaign=b_brand&gclid=COnlr9zwhrQCFQyk4AodbVYAfQ