Social media on mobile: marketing strategy in the Peak Season 2024

During peak season, it is essential to implement specific tactics that leverage the combination of Social Media and Mobile Marketing.

The last quarter of the year, known as Q4, is an expected period for both consumers and retailers. e-commercemarked by events such as: El Buen Fin, Black Friday, Cyber Monday and the Christmas Holidays. 

During these months, even as early as the beginning of September, there are spikes in Peak Season-related searches.Users research their favorite products and create wish lists, while hoping to get great personalized discounts from their favorite brands and take advantage of new e-commerce offers that meet their needs.

The vast majority of purchases on these dates are carried out through mobile devicesThis is not a new fact, since more than 80% of the Mexican population has access to a cell phone and 90% of Mexicans are active on social networks. So why not design a social media strategy focused on mobile devices?

1. COMMUNITY MANAGEMENT:

Community management is key to create a special connection with your audience and maximize the impact of your promotions in this Peak Season. That's why we share with you 6 strategies to generate an attractive environment in your social networks:

1. Festive thematic content: publish content that evokes positive emotions and relates to Q4 events. 
2. Stories and experiencesshare personal or customer stories related to these events, which will humanize your brand y creates connection.
3. Gift guide: offers personalized gift guides for your customers.
4. User-generated content: encourage your followers to share photos and videos related to your brand.
5. Interactive content: conduct surveys, sweepstakes and contests to encourage participation from your community. 

To evaluate the success of your strategies set KPIs as:

• participation rate 
• follower retention rate
• community growth rate
• average response time
• brand reach in social networks.

Don't forget to measure the results of your content, so you can evaluate what works best for you and if you need to make any adjustments to your strategies according to your KPI's.

2. ADS GOAL:

Meta continues to be a basic platform for ecommerce especially in the retail sector. Investing in Meta during Q4 is crucial to maximize visibility and sales by leveraging its reach and advanced technologies. With a vast mobile audience and advanced technologies, Meta enables brands to reach consumers who spend most of their time on smartphones.

With the popularity of the Reels to capture the attention of consumers in a more visual way and generate conversion, and with a growth of 4000% and a cheaper CPMis a better option to implement in your e-commercer than other formats that are 39% more expensive. This format is perfectly adapted to the fast and visual consumption behavior on smartphones.

On the other hand, Meta uses artificial intelligence to optimize catalog images and generate copy variations, allowing brands to create more engaging and personalized ads.

• 2. Advantage+ CampaignsThese campaigns optimize your budget and expand your audience. Perfect to attract potential buyers with catalog ads and give your brand more reach this Q4.
• 3. Remarketing SellingDon't give up! The new Meta modeling helps you to recover conversions. Use Remarketing with personalized audiences and close more sales.

3. TIKTOK ADS:

TikTok presents itself as a valuable option in Q4, offering lower CPC and CPM costs compared to Meta. Its dynamic format is key to capturing the attention of consumers in a time full of offers. In addition, its algorithm favors visibility both ads and organic content.

Why is it key to use Tiktok during this period?

• Direct purchase from TikTokWith Video Shopping Ads and Spark Ads, ecommerce companies can link their products directly to videos, facilitating shopping without users having to leave the app, which is essential for a seamless mobile experience.
• Attractive videosTikTok ads integrate naturally with organic content, increasing the likelihood of interaction from a mobile device.
• Join the trendsTikTok is the place to create and follow trends. Mobile users are the main promoters of viral content, so participating in challenges or launching your own can increase your brand's exposure.
• Analyzes and adjustsThe TikTok Pixel: having the 100% TikTok Pixel will help you track how users behave after viewing your ads and allow you to manage your campaigns more efficiently.

4. GOOGLE ADS IS ALSO MOBILE

Google Ads is positioned as a strategic ally to make the most of this period of high demand. With millions of users searching for products and services online, this platform enables create targeted advertising campaigns that are adapted to the needs and preferences of your potential customers. 

The main advantage is that Google users who are searching for your products already have a high purchase intent. So we show you how to make the most of this platform:

• Intelligent segmentation: uses Custom Audiences to create specific user segments based on their behavior on mobile devices, such as apps used and recent interactions.
• Automatic keywords: allows Google Ads to generate new relevant keywords based on the performance of your campaigns.
• Dynamic Remarketing: show targeted product ads to users who have already visited your website, using product feeds and re-engage users who log in from other mobile devices.
• Quality of the advertisement: Improves relevance and user experience, as higher quality improves Google rankings.

5. The best ally of your landing page is SEO.

Mobile SEO is key to ensuring that your landing pages are visible and attractive to search engines, especially during the peak season. During these periods, consumers are constantly on the lookout for deals and promotions. 

An optimized landing page not only improves your positioning in Googlebut also facilitates the conversion of visitors into buyersmaximizing the impact of your social media and mobile marketing campaigns.

• Relevant keywordskeyword research focused on the most relevant keywords. related seasonal searches with promotions and events and be sure to include these keywords in your titles, headings, meta descriptions and content.
• Responsive design: amake sure your landing page is fully responsive, adapting to any screen size. An efficient design not only improves the user experience, but it is also a key factor that Google takes into account when ranking your page in search results. Remember that a large part of the traffic comes from mobile devices.
• Thematic and Q4-focused contentPublish articles and pages dedicated to the special offers and promotions of each event. You can include shopping guides, product recommendations and price comparisons. This will not only rank your site higher in search engines, but will also generate value for consumers.
• Site loading speedloading speed is essential to retain users who browse from their mobiles. Slow pages increase bounce rates and decrease conversionsso optimize images, minimize scripts and use a reliable server. 
• Structured dataThe enriched fragments can be added tohelp attract more clicks by displaying additional details such as prices, ratings and availability, attracting more clicks and improving your conversion rate.
• User experiencebrands that optimize their advertisements and content for mobile devices offer a faster and easier navigationThis facilitates interaction and fosters greater brand loyalty.

In conclusion, the integration of Social Media and Mobile Marketing strategies is essential to maximize sales during the Peak Season. Leverage the use of Meta and TikTok, along with Google Ads and SEO, to capture the attention of consumers on mobile devices, which dominate shopping during this season. 

Optimize the user experience, create relevant and personalized content, and use detailed data for segmentation to achieve higher conversion and retain customer loyalty in a competitive market.