We’re In Love…With Mobile Marketing

Why Valentine’s Day is the Ideal Opportunity for Mobile Marketing

By: Jay Osterholm, Founder and CEO of the ODM Group

The Hallmark holiday is upon us, and the top brands are prepared with mobile marketing strategies. And, with good reason. The National Retail Federation released a survey that an expected $17.6 billion will be spent this Valentine’s Day.

Brands such as Starbucks, Dove, Michael Kors, and Tiffany’s are all hoping to tap into the large retail opportunity on Valentine’s Day, and are employing mobile marketing tactics to accomplish that. 74 million consumers in the United States already shop from their mobile devices, which makes mobile an ideal opportunity for consumer engagement.

Many consumers enjoy the convenience of using their mobile devices to make purchases, find product information, and compare prices. Mobile commerce centralizes the buyer’s purchasing process, and 16 % of smartphone users report that they have made a purchase as a result of a marketing message they received on their phone.

However, it is important for marketers to engage consumers through their devices in a variety of ways, and offer a seamless experience across all marketing channels. Successful mobile marketing campaigns are not based on uniformity but rather connectivity.

By this, I mean there are many elements that affect the outcome of a successful mobile marketing campaign. Before implementation, marketers must look at the advantages of each individual element and leverage those in a coordinated and connected effort, which ultimately will lead to user engagement.

Additionally, this Valentine’s Day, many brands will appeal to the emotional aspects and encouraging users to think of those they love while interacting with the app. By evoking emotional appeal, retailers will have the perfect opportunity to engage with consumers and thus increase transactions through gift purchases.

So, as we all prepare for this national day of hearts, love and all things red, be sure to incorporate a mobile element into your marketing strategy and Valentine’s Day will not only be a day of love, but positive sales as well.