6 tips for mobile marketing during the holidays

Author: Noah Bar Shea, Senior Director of Business Partnerships at Rakuten Viber

The holiday season provides many opportunities for mobile marketing, and this unwritten rule now applies more than ever before. The pandemic has greatly accelerated digital shopping: as it shows study company Statista, in 2020, online shopping increased by more than 25%, reaching $ 4.2 trillion globally. Considering that most online shopping is done with smartphones – 55%, compared to 41% from a desktop computer – The lesson is clear: smart marketers only need to follow the trail of money and connect with customers where customers are already present, ie. on their smartphones.

So how do you use the full potential of the upcoming holiday season and take advantage of all the benefits that mobile marketing offers?

Ideas for a brilliant mobile marketing campaign during the holidays

An effective marketing strategy via messenger can enhance the user experience by offering an individualized, easy-to-use and interactive service during the holidays and vacations.

  1. Create hyperpersonal messages for your loyal customers

What we will now say is a fact: the more the user experience is tailored to the specific needs and characteristics of the user, the more likely it is that a purchase will occur. In fact, a personalized experience increases the likelihood of buying in 80% cases. It is easy to see why this is the case, because it makes the whole process easier for customers, and the data confirm this – on average, four out of ten people who buy during the holidays are looking for stores that have the ability to remember personal details, e.g. size or products previously purchased. Integrate your customer relations system with Viber business messages – this way brands can keep the entire interaction with the customer and analyze their behavior in order to send useful and relevant personalized messages.

Here are some holiday marketing ideas that will inspire you:

– Send messages and notifications for gifts, to let your customers know when a product they have shown interest in is on sale, or when that product is back on offer.

– Do it digital gift guide with ideas for parents, better / stronger halves, friends, children or anyone else. Segment your audience, and then send specific guides to the appropriate audience.

– Reward your mobile customers exclusive coupons for the products they were interested in. – Invite customers to participate in prize games (Sweepstakes, Instant Win Giveaways, and Challenges) for items they have shown interest in.

Mobile marketing during the holidays on ViberMobile marketing during the holidays on Viber

  1. Automate customer service

In an ever-active digital world, brands must be available at all times. Customers expect this: 71% consumers expect brands to communicate with them in real time – either by day or by night. However, it is expensive and a waste of resources for people to do it 24 hours a day. Instead, chatbots can take over a good portion of that work and help you make your mobile marketing work much better during the holidays.

Not only is it more cost effective for brands, but it is much more likely to be customers trust more and spend your money with vendors who have both ways to help – digitally with messages and virtual assistants, as well as direct contact with the person in the store.

Viber chat bots are available 24 hours a day and instantly answer user questions. In addition to reducing human costs, Viber chat bots automate routine processes and reduce user frustration with fast and timely responses, while simultaneously generating analytical customer information – allowing you to create an accurate portrait of your target audience and understand its needs (64% customers advocates for such an approach). In addition, chatbots allow you to send relevant messages to users, based on their previous activities, then communicate with users in their language and use interactive content and “gamification” to better communicate with the audience during the holidays – it’s direct the path to lasting “love.”

  1. Hire customer support agents

It is true that chatbots can help and answer many questions, but you still need sellers, people who will answer somewhat more demanding customer questions – 86% the user expects the chat bot to be able to transfer you to a live human for communication. This is even more important during the holidays, when buyers need it from sellers online help in finding gifts. The two-way communication option within Viber’s business messages allows assistants to assist customers in choosing a gift, is available for advice on product size or features, and can also help assemble a gift.

Sellers will also analyze customer feedback, which will create better customer support, which will result in new loyal customers, created during the holidays.

Seller on Viber business messagesSeller on Viber business messages

  1. Use complex mobile marketing campaigns

An advanced, different mobile marketing strategy during the holidays can help you stand out and stand out in the sea of ​​businesses that do business online.

For example, Coca-Cola designed an animated game to communicate with users in a fun way during Easter. Game Easter Egg Fighter inside Viber Messenger it was born from the tradition of beating eggs among the peoples of Eastern Europe, where the goal is to destroy the opponent’s egg, only now it was a game in the mobile world, instead of “fucking” in the real world. That way, users can play with anyone from around the world.

The Coca-Cola marketing campaign on Viber included a creative and free sticker package, with which new users signed up for chatbots, promotion within the Coca-Cola community on Viber, as well as personalized messages to those who signed up for chatbots, in order to these users were involved in the game.

The results were impressive: in Bulgaria there were 350,000 user interactions, and on average five and a half minutes were played per game, for a total of more than 188,000 minutes. The number of those who signed up for chat bots increased by 30%, while the sticker package was downloaded more than 63,000 times.

VIDEO: Coca-Cola Easter Viber Campaign in Bulgaria

  1. Reduce the number of exits from the virtual shopping cart

Customers discontinue virtual shopping in 70 to 90 percent of cases – Reducing these numbers can become a real problem for businesses at the peak of holiday shopping.

Messaging apps can help businesses do this over the holidays by sending personalized and those reminders, greeting cards and discounts that call for action. In the case of Viber for business solutions, this can be done through Viber business messages or via Viber chat bots.

For example, the leading Ukrainian store Comfz was served Viber business messaging to improve communication and reduced the number of customer exits from virtual baskets. By combining instant access to target users, rich media content and compelling CTA messages – which together lead to a website or targeted activities – they have achieved 10% higher turnover and 30% conversion than was the case via SMS. .

  1. Keep users informed about the delivery of their order

Customers want to know where their orders are and to control the delivery time, especially when they want their gifts to arrive on time for the holidays. According to one respectable study, 41% users put fast and reliable delivery at the top of their priority list when shopping online. Through business messages within the messaging app, you can announce to the customer when the order is ready and set a convenient time for the package to arrive, so that the customer would not be frustrated. Believe me, it is a valuable marketing idea during the holidays, when a lot is being bought.

Just ask D Express, a technically advanced courier service from Serbia. They are hired Viber to improve their mobile marketing strategy and to improve their communication with customers by allowing customers to track their orders. Customers receive an automatic and personalized message that keeps them up to date with the order, and they can respond whenever it is convenient for them to a Viber business profile (D Express), ask for additional information or redirect the order.

There is no waiting for the operator to answer the phone, so the waiting time for a response is significantly shortened. Customers enter the PIN code to confirm delivery, and in case of unsuccessful delivery, customers receive a notification in which they are presented with further options.

The results speak for themselves: 85% of D Express’s 300,000 business messages a month were delivered for the first time – that’s 15% more than before they started using Viber. This has helped D Express improve service, enhance the user experience and build the trust and loyalty of its customers.

As the holidays approach, businesses should incorporate mobile digital platforms into their marketing strategies, thus maximizing profits during the holidays. Through mobile marketing, businesses can achieve closeness with customers thanks to this more intimate channel of communication, and also put the customer in a situation where it is just a click away from shopping. Solutions within Viber for business it will help brands simplify customer support and interactions, improve the user experience, and overall enable businesses to provide better services during the time of year when shopping is most intense.

If you want to learn more about Viber marketing throughout the year, feel free to contact us contact here.

About Rakuten Viber:

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