MarTech Series – Marketing Technology Insights
The 2023 holiday season is upon us and the outlook is bright: researchers predict overall retail spend to increase 4.5% to a whopping $1.3T.
Yet if we’ve learned anything these past few years, it’s that no holiday season for retailers is ever the same. Ongoing inflationary pressures, labor shortages, and other challenges are certainly taking a toll, and if you want to be sure to convert shoppers this year instead of losing them to your competitors, the ways you previously cut through the clutter may no longer work in your favor. This includes your strategy around mobile marketing.
There are 3 key trends that will impact your mobile marketing approach this year:
So what’s a marketer to do next?
Make sure you understand your audience first. In order to break through the noise, you have to understand when your audience is in the mindset to shop and understand where they are in the shopping journey.
The mobile channel’s ability to collect behavior-based interactions and use it to engage 1:1 with a brand’s customers is practically baked into its DNA.
One key behavior SMS messaging can effectively evaluate is tracking when SMS subscribers engaged with a message. Findings from recent research conducted on the best SMS send times show that sending before noon the day of a sale isn’t always a retailer’s best bet.
Somebody, somewhere decided 10am local time was the best time to send a message – it’s amazing how many messages go out right at 10am. Don’t do that if you want to stand out, which is the point of SMS! It does a great job of getting a person’s attention, but if you’re one of five messages I’m getting in a span of 5 minutes, it’s not going to be as effective.
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 Here are 5 ways you can set yourself apart and stand out.
We’ve never had a holiday season with this many brands utilizing SMS marketing. That means consumers are going to see an unprecedented number of messages at key times during key days. If you want to stand out from the crowd, it’s important to know those days and avoid them.
Intentionally thinking just as much about October, November and December can be just as or more important than solely relying on Black Friday and Cyber Monday as the only days to drive strong sales. So as you think about if you do or don’t send your messages on Black Friday this year, keep the following in mind:
 If it makes sense with your audience to send multiple messages on a certain day, this is the time of year to do it.
 MMS is one exciting and customer-friendly way to stand out. When considering if you send an MMS vs. an SMS, here are a few ideas based on the top-performing holiday MMS messages from Vibes customers last year:
In order to respond to this industry shift, along with the fact that consumers still demand convenience with their shopping experiences, using Mobile Wallet makes it easy for shoppers to redeem an offer, or earn points / redeem rewards if they’re part of your loyalty program.
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Alex Campbell is Co-Founder of Vibes, a Trusted Mobile Engagement Platform
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