What is mobile marketing and what is the specificity of this tool for beauty&fashion brands? Dmitry Miroshnichenko, the head of business development at Go Mobile, explains.
What is mobile marketing? What is it’s main specificity?
Initially, any communication via mobile devices was considered mobile. Now this concept has extended. It includes the whole range of measures aimed at promoting mobile sites and applications – while focusing on the latter.
According to estimates, the application market is currently worth billions of dollars and is seen as one of the fastest growing.
Mobile marketing services now include the following:
- purchase of mobile traffic;
- purchase of traffic for the promotion of mobile applications;
- App Store Optimization (ASO) – application card optimiza
tion in a store for the growth of organic traffic;
- marketing research of the mobile application market;
- auditing of mobile applications and sites;
Generally speaking, we can also add to this group the design of mobile services interfaces.
The specificity of the industry is very simple: it is an orientation to the most frequently used, but in fact miniature devices.
What is special about mobile marketing of beauty & fashion industry?
Is there any difference compared to other spheres? And how important is this tool (namely mobile marketing in fashion and beauty segments), how would you comment on its popularity?
The mobile for the spheres of beauty & fashion is just what the doctor ordered.
Applications are actually a gold mine for large retailers. Here everything is simple: time spent with the smartphone is growing, the habit of buying via mobile devices is rooted, mobile applications are more convenient than mobile sites, so people install applications of those stores whose customers they have already been or are just about to become.
Users spend 18 times more time in retailers’ applications than on mobile versions of sites. Applications show more involvement and a larger average receipt.
The very fact of installing the application on a smartphone – the closest and the most intimate device – immediately leads to an increase in brand recognition and loyalty.
Previously, mobile devices were used mainly to collect information – study the product range, prices, check addresses, etc. Now the mobile is an independent sales channel. The users of Android phones in the US and the UK spent an average of almost an hour on monthly shopping applications, and on Black Friday in 2016 for the first time the US passed a $ 1 billion line in mobile shopping, and in 2017 on Bachelor’s Day, a record one for Alibaba, the users of mobile devices accounted for 90% of sales.
The average target audience of beauty & fashion brands is women aged 18-35. They are superloyal to the industry: they are much more likely to click on a banner with shoes than on that featuring a steamer or a new high-rise. To click on the banner of English courses you need a formed request for this service. And even with the most detailed targeting it is quite difficult to guess it. But a new dress or mascara are always in demand. The same audience is heartily accepting regular novelties and believes that this very shampoo will finally prevent hair loss.
How does mobile marketing help to achieve a high performance? What are the secrets of success? Give examples (indicators, statistics)
According to Google, the third of mobile search queries are location-based: “store nearby”, “show room on a particular street,” “where to buy cosmetics in…”. For beauty industry mobile advertising in search engines is a must-have.
An equally important aspect is a mobile application position in the App Store and Google Play according to the main search queries. Experienced mobile users often look for products or brands immediately in the stores, focusing on their delivery. If you sell through a mobile application, check where your application is located in terms of the words “clothes”, ” buy clothes “, and the names of competing brands.
Beauty & fashion purchases are often spontaneous. In the report on micro-moments, Google notes that in the last two years, users have become 50% readier for “immediate” mobile purchases.
Using bloggers, it is easier to promote beauty&fashion than any other products. And here both sides of the process are mobile. 1) People often follow bloggers from their smartphones: Instagram is a purely mobile platform, and YouTube already has 60% of mobile traffic. 2) It is more profitable to advertise services than specific products: a blogger’s loyal audience is more likely to install the advertised application than to immediately purchase a specific product.
Focus on interactivity and gestures in mobile advertising involves more users than desktop advertising. HTML5 format allows to embed any interactive mechanics in advertising banners: tests, games, promotional codes, etc. This format is equally good for both clothing and cosmetics advertising.
Advertising on the Internet is annoying when it takes unawares. Advertising in mobile games catches users during their leisure time, when they are definitely not busy doing with something important.
For example, you suck your time away with your favorite time-killer and see a banner with a pair of sneakers flashing between the levels. A quick circumstances assessment – and now you consider clicking on an online store icon much more useful than continuing to play the game.
Here are some mobile advertising formats that work well for these customers:
- There should always be a clear picture: the product must be displayed large. On the whole, it would be really smart, if the price is also written in a large font, we add a call-to action – and the ad is ready for production.
- A mobile carousel – flipping banners where you can see several products and almost certainly get interested in at least one;
- Short video clips usu
ally show good indicators of involvement;
- Instagram is a luxurious platform for beauty promotion, clearly not yet reaching its peak monetization. Stories alone also bring in super-conversions;
- Banners in applications. Interstitial is the format of a large banner that appears between the game levels. It unobtrusively fits into the plot of the application use, irritates less than others and reaches a person only in his or her spare time.
Describe in more detail the smartest campaigns with brands of these segments which use mobile marketing: how the concept, strategies and specialties were created, what results were obtained, how it became possible to reach efficiency.
We really do our best to help all our clients, making all the mobile tools work to reach business goals, and not to bluntly maximize the number of installations or clicks.
Probably, our favorite case in the sphere of beauty is the promotion of the application of the cosmetics and perfume store ILE DE BEAUTE. We started with the CPI model, when the client pays the agency for the received number of application installations, and not for the banner shows. But even the installation of the application does not guarantee that the user is really interested in the product. It could be a schoolgirl dreaming of a Kylie Jenner lipstick, but still not daring to ask her mother for money, or a happy mother of three postponing the beauty shopping. With ILE DE BOTE at some point we switched to the CPO payment model – for orders completed through the application.
I think the most indicative result of this work was that we eventually won a tender for the mobile promotion of the ILE DE BEAUTE application.
Our favorite tool for promoting beauty retailers is the integration of CRM and mobile analytics. It enables us to trace all the way the client has gone through: from the first banner to the mobile application, after the first online order to the offline sales point, then again for the favorite products online, etc. This simple setup will help to see non-obvious links or, vice versa, to debunk logical hypotheses.
Conclusion: the main competitive advantages of mobile marketing in comparison with other marketing tools can be summarized in the following way.
Once again, let me briefly list why fashion&beauty business is evidently taking the same way as mobile marketing:
- Mobile app for beauty/fashion retailers is an increase in average receipt, increase in recognition and loyalty;
- A qualitatively made mobile application will help to launch an additional powerful sales channel;
- Mobile search purchasing is a must-have. Do not underestimate customers’ ability to make spontaneous purchases directly from the smartphone;
- Use geotargeting to promote offline sales outlets, attract the “nearby” audience;
- Mobile applications of the category “Beauty and Health” + beauty-bloggers with a small but very much involved audience = superconversions;
- Full-screen and other banners in mobile games perfectly “catch” female customers in their free time. And women are widely known to be willing to switch from any action to shopping;
- Native advertising in social networks is not new, but it is consistently effective;
- Carousels in social networks show the entire range on one banner. Interactive + a high probability of involvement;
- Using special discounts and promotions in applications is win-win to develop the application as a sales channel;
- Integrate CRM and mobile analytics and track all the customers’ way on all the devices.