Retailers are faced with the challenge of achieving year-end revenue goals while meeting consumer expectations for convenience, efficiency and value. To do so, they need a marketing strategy that can connect with consumers in a meaningful and measurable way. The digital world offers many opportunities to meet these challenges and more for retail brands of all sizes.
The lines between online and offline channels are blurring, as consumers browse and price check products online before they go to the store or use their smartphones to make in-store purchases. Creating the right digital marketing experience is essential for any retail brand.
This means developing a comprehensive digital marketing strategy that leverages reach and frequency through display advertising coupled with direct response tactics (paid search, social media, email) to drive measurable traffic into stores. It also means delivering personalized content based on relevant data through the use of personalization tools like dynamic product recommendations, pop-ups, overlays and automated emails.
Finally, it’s critical that retail marketers be able to track performance and provide the right level of granularity to their teams. A digital marketing platform (DMP) should help with this by unifying all of a retailer’s customer data and providing unified profiles for analysis.
As the Covid-19 pandemic continues to disrupt traditional retail sales, it’s even more important for businesses of all sizes to be active and optimized on digital marketing platforms. Using these to capture and engage new and existing customers is the best way to meet revenue goals while maintaining relevance for current consumers. digital marketing for retail