In this digital age, the ways in which people consume content has changed. The evolution of mobile technology has resulted in multiple channels in which brands and businesses can communicate with consumers. As a result, marketers need to be creative to ensure their campaigns and ongoing initiatives stand out in the mass of information now available.
Marketers who build a real understanding of the people they are trying to reach will have a much higher chance of implementing a successful campaign. Through this level of understanding, retailers are able to expand their knowledge of the buying behaviour and specific needs of their client base, which will ultimately allow them to engage with their customers in a more personalised and contextual way across the purchase journey.
With this increased need for creativity, sharing ideas and campaign success stories through online communities can provide a valuable source of inspiration for brands and marketers looking to improve the way in which they communicate with their target market. Engaging with your consumer audience effectively along the entire purchase journey leads to the customer experience being greatly improved which can in turn result in an increase in conversion and website traffic.
One such example of this is from Brazilian estate agency Tam Viagens, who earlier this year trialled inserting promotional messaging into its employees’ out of office replies. During this trial, if you emailed an employee who was away, you received an email encouraging you to book a holiday of your own for a special discount. The marketing campaign proved to have an impressive conversion rate with over 90,000 people having received the promotional emails in just two weeks, leading to 13,500 holiday bookings.
As well as placing pressure on brands to devise an innovative marketing strategy to stand out from the crowd, the evolution of mobile technology has meant that customers are embracing mobile retail and increasingly expect to shop, pay and interact with brands through their mobile devices.
Seattle based fashion retailer, Hointers recently capitalised on this trend, and implemented an innovative mobile marketing campaign, whereby only one item of clothing is on display with a QR code for shoppers to scan to check availability of additional colours and sizes. Once selected, the clothing item is then waiting in the fitting room for you. The aim of this campaign was for the bricks and mortar store to provide the same efficiency as shopping online, but with the added benefit of having shop assistants on hand for additional support.
As these examples highlight, retailers are recognising the benefits of being creative with their digital marketing strategy and the need to understand the buying behaviour and specific needs of their clientele. Taking these elements into consideration can ultimately increase conversion, drive traffic in-store, improve the level of customer engagement and brand advocacy and generate a higher ROI.
By Bruno Berthezene, UK Country Manager at Solocal Group.