Toms, the online retailer that markets social impact along with its shoes, has found success with mobile marketing by aiming apps at the top 5 percent of its customers, according to a senior executive.
Eve Richey, vice president for global online marketing and mobile, outlined the company’s mobile strategy last week at the Mobile Marketing Strategies Summit in San Francisco, which also featured presentations by Google, Facebook, LinkedIn and other companies that are vying for a share of the increasingly mobile consumer.
By ensuring its social content is relevant to its target audience, learning from other mobile apps and other tricks, she said Toms’ strategy has increased its conversion rate by 85 percent while cutting the cost of engagement by two thirds.
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