“We’re moving away from being so heavily reliant in our ad spend on paid social,” she said. “The most growth we anticipated this year was through influencer [marketing] and SMS, and that’s where we’ve been investing more.”
At present, BruMate’s SMS efforts take up anywhere from 10-12% of ad budget, up from 5% this time last year, according to Shewmake, who declined to detail dollar amount. The current strategy encompasses product launches and promotion, cart abandonment messages that nudge digital shoppers toward final checkout, and other messaging related to shopper purchases.
It also doubles as a way to get insight into BruMate customer shopping habits to inform marketing strategy and create repeat customers. The most loyal BruMate customers can expect SMS-based communications up to once per week, said Shewmake.
“We’ve been able to turn a lot of that new traffic into customers through a smart strategy for capturing customers [through] text,” she
Article source: https://digiday.com/marketing/the-audience-potential-is-huge-why-dtc-drink-ware-brand-brumate-is-taking-a-second-look-at-sms-marketing/
Recent Comments