They say that a picture is worth a thousand words. An emoji? Maybe five hundred words. With Urban Outfitters’ newest marketing campaign, however, it was worth about a 75% conversion gain and 146% increase in revenue. Focusing on improving their marketing for a campaign involving party and cocktail dresses, the retail giant used some of the following techniques to connect with customers and build a relationship with them:
- Use of emojis. Using emojis can translate to a more youthful, lighthearted tone in marketing ads – which some customers may associate with being less intrusive in their day-to-day lives. The company AppBoy discovered that open rates for push notifications involving emojis on iOS phones increased by 210%.
- Using real-time and real-life data to see where customers are spending their time. “Dress for your day” is a saying that most people take to heart. Going out to the bar will require a different outfit than leading a business meeting at work. Urban Outfitters looked at where their customers and potential customers were spending their time and created ads specifically targeting women who spent time in nightclubs and bars. They then used push notifications to alert their target audience to the ads.
- Deep Linking. This means that when a recipient opens the message, it links right to the ad or webpage. This cuts down on frustration and wasted time. No one enjoys having to click through five pages to get to what they’re looking for, especially if an ad led them there.
- Testing the ad on two different audiences. Urban Outfitters tested the effectiveness of the ads on two audiences: females who had shown interest in dresses and users located via the real-time place data acquired by PlaceIQ.
Overall, Urban Outfitters showed that using effective data and targeted ads can assist with not only an increase in revenue but also a more productive use of time and money in marketing. With the use of the above-mentioned techniques as well as the ability for users to save offers onto their phone, it’s no wonder that traditional brick-and-mortar stores are turning to the internet and mobile devices to increase their customer base and revenue.