Retail marketing has changed dramatically over the last thirty years. In the 1980s creating the right marketing mix meant deciding on the percentage of the budget that would be spent above and below the line and then allocating the above the line budget to the various media – TV, publishing and billboards, for example. It was a mass marketing world designed to drive consumers into stores.
Today, nothing could be further from the truth. Retail marketing executives are faced with an omnichannel world where the customer journey has changed beyond all recognition.
Consumers hop from channel to channel in their quest to find the products and services that meet their needs. They use social media, online reviews and comparison sites to canvas opinions. They expect a personalized, engaging experience at every touch point. And if they don’t get it, they will abandon their shopping trolleys without a thought.
Defining an effective marketing mix in this complex world is tough. In order to maximize revenue, retail marketing executives require an intimate knowledge of multiple communications channels and the ability to market effectively at each stage of the customer journey. It seems almost impossible, if not scary.
But it’s not and in our Six Strategies to Simplify Retail Marketing we show how marketing executives can rise to the challenge and gain the ability to walk side by side with consumers on their shopping journey, guiding them at each stage with individual information, promotions, and offers.
Discover our six strategies here.
Joerg Koesters is a Technology Marketing Executive with passion for Retail and Consumer industries, and a retail ambassador for SAP. You can also follow him @joergkoesters.on Twitter.
This blog appeared first on Digitalist.
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