A Turnaround Idea for Slow 4Q Sales
Only about 30 days or so are left in the holiday season for 2013. Black Friday and Cyber Monday are around the corner. And if you're looking at your early Fourth Quarter results and can see you need a jolt of energy to turn things around, keep reading. Today we reflect on a shopping trend that began a year ago and we you offer an idea you can implement yet this season.
A year ago, early online holiday shopping broke sales records. While forecasts for this year appear to show modest overall growth over last year, there will be winners—most likely online direct marketers ready for the growing number of consumers who purchase via mobile devices. Even if you didn't plan for mobile marketing, it's not too late to move into action to help your organization take its place in the winner's column.
The migration of online shopping will most likely continue its shift from desktops to mobile. Last year it was the Apple iPad making headlines. Consumers used iPads by a factor of nine-to-one over any other mobile device, doubling the year before. With Apple's 52 percent market share, their users accounted for 88 percent of online shopping traffic, according to IBM's Digital Analytics Benchmark Report.
Of course, that was then, and this is now. Recent data tells us 170 million iPads have been sold. A substantial number of people have them, and use them.
As direct marketers, you have an opportunity to take advantage of the sheer number of iPads, and the trend toward using it for shopping, by optimizing your website for mobile applications (if you haven't done that, make it a 2014 priority). In addition, when you use tools that work well on iPads and hold your prospective customer to the screen longer, your odds for success improve.
Reinventing Direct is for the direct marketer seeking guidance in the evolving world of online marketing. Gary Hennerberg is a mind code marketing strategist, based on the template from his new book, "Crack the Customer Mind Code." He is recognized as a leading direct marketing consultant and copywriter. He weaves in how to identify a unique selling proposition to position, or reposition, products and services using online and offline marketing approaches, and copywriting sales techniques. He is sought-after for his integration of direct mail, catalogs, email marketing, websites, content marketing, search marketing, retargeting and more. His identification of USPs and copywriting for clients has resulted in sales increases of 15 percent, 35 percent, and even as high as 60 percent. Today he integrates both online and offline media strategies, and proven copywriting techniques, to get clients results. Email him or follow Gary on LinkedIn. Co-authoring this blog is Perry Alexander of ACM Initiatives. Follow Perry on LinkedIn.