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Dec 30, 2009

B2C Year-in-Review: Social Media Success, Creative Promotions, Mobile Tests, and More

SUMMARY: We continue our look back at 2009, with a focus on how B2C marketers adapted to the challenges of the recession and gained new insights into emerging channels, such as social media and mobile marketing.

Here are links to five B2C articles from 2009 that show how marketers can boost conversions even when consumer spending is down, and can optimize existing tactics while testing new campaign strategies.
When consumers reign in their spending, B2C marketers have to fight harder for those dollars. In 2009, we featured several case studies and how-to articles that demonstrated creative ways to boost conversion rates and connect with customers in emerging channels.

Here are five highlights from the past year, which offer practical tips on:
o Appealing to cost-conscious consumers while lowering your own expenses
o Achieving tangible results from mobile and social media campaigns
o Making the most of affiliate relationships
o Repeating the success of a promotional offer

Article #1. Adding Inexpensive Shipping Lifts Conversions, Lowers Costs: 5 Steps

This case study highlights how to make recessionary spending work to your advantage. See how an online fragrance retailer enticed price-conscious consumers to select a new, low-cost shipping offering. The option lowered the retailer’s shipping costs 33% while increasing conversions 14.6%.

Article #2. Twitter 'Teaser' Campaign Supports One-Day Sale: 5 Steps to a 4% Conversion from Tweets

Even in today’s social-centric marketplace, showing real returns from social media outreach is not an easy feat. See how an online t-shirt retailer used Twitter to launch a major sales event, encouraging a viral effect that helped break the company’s record for single-day sales.

Article #3. Follow BMW’s Mobile Campaign to Get 30% Conversion Rate: 5 Steps

Consumers continue to integrate mobile technology into their lives, which means marketers should also test the channel. In this case study, you’ll see how the German automaker tested a mobile campaign that achieved a 30.31% conversion rate, avoiding high costs without losing direct response impact.

Article #4. New Commissions, Landing Page Tests Power Affiliate Success: 5 Steps to Triple Sales

A successful affiliate program takes more than just high commissions. This case study highlights a team of software marketers who tripled sales of a target item, showing how a proven product and an optimized landing page can be a great way to get more from the channel.

Article #5. Promotion Highlights Top Membership Tier: 8 Steps to get 70% of Customers into Long-Term Subs

Here’s a great case study for marketers looking to extend the impact of a successful campaign. See how one marketer drove membership sales through a promotional gift, encouraging 70% of customers to choose two-year subscriptions. They then repeated the gift offer several months after launch, doubling conversions for an entire week.

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