Database: Take the Right Trails
Social Media: According to industry research, nearly half of the online population has used a social network site, and these users are more likely to buy online compared to the rest of the population. In fact, 35 percent of visitors to social networking sites like Facebook and MySpace reported making online purchases in the prior 30 days. This data suggests that social media is an emerging tool for reactivation campaigns.
Online consumers use these sites to learn about the latest gifts, gadgets, shopping tips and sales. They also engage in robust conversation about customer service—or lack thereof.
Marketers who deliver valuable content via these sites engage customers and influence prospects. For example, marketers can announce new offers, sales and special promotions dates and locations—and target them to former customers. Remember to visually distinguish the forward-to-a-friend and post-to-social networking functionalities within all e-mails.
Mobile Marketing: The mobile advertising industry, while still in its infancy, is expected to grow exponentially over the next five years. Text messaging is the dominant form of mobile advertising today; however, smartphone use is on the rise with 20 percent of consumers now using their phones for e-mail and 19 percent accessing the Internet on the go. In recent research, more than one-third of consumers who spend an hour or more online per week reported interest in receiving ads via their mobile devices, provided they included tangible incentives.
The most desired incentives delivered via mobile marketing are cash, free movie passes and products, and discounts off mobile phone bills. And, for convenience-based marketers, marrying personalized incentives with locational awareness (serving a coupon when the consumer is in the neighborhood) offers a unique reactivation tool. When promo incentives are an appropriate tactic for reactivation, the mobile phone soon will be an ideal marketing platform.