It may be somewhat easy to increase your brand awareness through
the investment of digital marketing. However, driving in-store sales using
digital marketing always has been an unsolved homework for organizations. The
below article points out that how difficult it is to develop strategies that do
more than just build brand awareness. It also articulates that organizations
must provide more targeted and personalized messaging in order to successfully
drive in-store sales using digital marketing.
The best way to increase your in-store sales is to boost your
online messaging, new research finds.
Businesses that are able to best align their marketing
strategies to leverage technology that delivers local, shopper-specific,
actionable content will see in-store sales increase, according to study from
the Altimeter Group and Cofactor.
Many businesses, however, have difficulty developing
strategies that do more than just build brand awareness. In order to
successfully drive in-store sales using digital marketing, organizations must
provide more targeted and personalized messaging, the research reveals.
Rebecca Lieb, the study's author and an industry analyst for
Altimeter Group, said digital marketing strategies should be local, personal
and contextually relevant to draw in shoppers.
"'Local' must be redefined to include more than mere
location," Lieb wrote in the study. "It now encompasses context and
connectivity: who, what and when, in addition to where."
While sending messages to consumers when they are near a
store can help draw them inside, messages that target shoppers based on who
they are, and the previous actions they have taken are far more effective in
getting them to spend money once they enter, Lieb said.
To often, businesses aren't doing a good enough job blending
all of their digital marketing efforts, the research revealed. The study shows
that many organizations have different teams working on mobile marketing, while
others work on social media marketing, with still others focusing on Web
marketing.
"The social, Web, mobile and e-commerce teams all
operate on their own terms, with their own creative content, budgets and
strategies," Lieb wrote. "However, customers want to be recognized as
unique individuals across all touch points with a brand, and the only way to
fulfill that demand is to coordinate the efforts of all channel silos with a
single, unified strategy."
Although brands typically craft messages designed to drive
shoppers into stores, these companies often lack a clear strategy for doing so
effectively, especially when it comes to coordinating all the channels of
communication. The research discovered that while 60 percent of the brands
surveyed created digital messages to drive in-store purchases, just 37 percent
of those organizations had a strategy to provide a unified customer experience
in the path from online information to in-store purchase.
According the research, businesses that fail to better unify
their digital strategy run the risks not fulfilling the needs of their
customers, frustrating loyal customers and seeing in-store foot traffic drop.
To help businesses create a cohesive digital marketing
strategy that increases in-store sales, the research outlines several steps
that need to be taken:
Give shoppers a reason to shop in-store: You want to
incentivize shoppers to visit your business. This can be done in a myriad of
ways, including by offering options to order online and pick up in the store,
along with in-store-only coupons and sales.
Be mobile: When creating your content strategy, you are best
served by focusing on the mobile experience. Few channels are better than
mobile at reach and right-time-location targeting.
Online to offline: This type of thinking and planning with
your digital strategy is criticalwhen mapping the customer journey.
Rethink print ads: Print ads today can provide more value
when they are used in conjunction with other types of communication. Boost the
value of print ads by spreading the content across digital channels in order to
reach customers where they are actually gathering information to make
purchasing decisions.
Unify digital efforts: You need to break down the silos
between departments and digital channels. Doing so makes it easier to create a
unified strategy for the best customer experience.
Coordinate offline and online: Plan for online content with
similar teams and processes that are in place for delivering offline content.
This enables a more coordinated strategy.
Measure what works: It is critical to implement a method of
tracking your digital marketing success. Rather than using metrics like
impressions, you should focus your measurements on specific customer actions.
Use loyalty data: Leveraging this information allows you to
personalize and contextualize your messaging.
Define local at every stage: When creating targeted local
messaging, think about more than just geographical areas. Consider how local
can be applied to who, what and when, in addition to where.
Be tactful: Although you might have a treasure trove of
great digital campaigns you want to launch, you don't want to turn off
customers by constantly bombarding them with personalized messaging.
The study was based on interviews with individuals from 20
consumer packaged goods and retail brands, as well as agencies that are
responsible for or influence advertising or content strategy within their
organizations. The research also included data from a survey of 500 consumer
packaged goods and retail brands concerning the topics of digital advertising
strategy, maturity and challenges.
URL: http://www.businessnewsdaily.com/8434-online-marketing-tips.html
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