Consider a prospect who begins shopping for a new coat, starts a purchase in an m-Commerce app, goes so far as to add the coat to their cart, and then gets distracted only to forget about completing the transaction later on.
It’s these types of scenarios (along with many other factors) that contribute to 78% of shopping carts being abandoned on mobile (8% higher than desktop), that make it challenging for mobile commerce businesses to move users through the purchase funnel and journey successfully.
Today, as people consume media and transact on and across their mobile devices more than ever, this new, multi-screen behavior has created a consumer path to purchase which transcends platforms and environments.
But while the touch points in a typical customer journey feel like they may be multiplying by the minute, there are a several marketing and advertising tools out there that can help marketers take advantage of each opportunity a touchpoint represents along the way.
For example, if you wanted to target abandoned shopping carts, you could plan to reach that group of users through a combination of tactics. Depending on your technology stack, this might include an Oracle-powered email, a Twitter ad, and an Appboy-powered mobile push notification.
When it comes to deploying these tools to drive conversion, though, it’s often impractical to do so in a timely fashion, and without creating a negative customer experience.
Because if you need to batch pull a list of shopping cart abandoners, or worse, do it by hand, you might end up losing the opportunity to reach them before the weather changes and it’s summer. And if you do end up converting them during the first-touch attempt, the second and third tactic will not only be wasteful, but likely a nuisance to your audience.
So, how can marketers avoid this common fragmentation and get more efficient with all of the tools they currently employ to better address their customer’s needs?
mParticle’s customer data platform can instruct every applicable system, in real-time, to stop messaging people as soon as they exit a segment. In the case above, after they’ve converted. All of this without needing to have a pal in engineering constantly pulling and updating customer lists across systems.
Orchestrated messaging across advertising and marketing channels has been proven to yield better results than doing either one in solution. In fact, according to one study commissioned by Facebook and Salesforce, a customer that coordinated its Facebook advertising with email, increased reach 77% and saw a 22% increase in purchase intent for customers exposed to messages in both email and ads.
So, whether someone is navigating from desktop to a mobile site, retail location, or even an app, marketers can traverse this multiscreen journey in ways that not only meet user expectation, but go beyond, creating positive experiences on their path to conversion.