Consumers move throughout the day across devices, channels and mediums – from mobile phone to the radio and their computer; consuming and receiving content on Facebook, in their mailbox, on TV and through email. All of these examples are an opportunity for you to get your brand message and offer in front of your target consumer. But how do you determine the optimal audience for a campaign and what channels to market in?
Truly reaching your audience requires an ability to identify consumer insights that enable you to communicate to your customers as individuals. But perhaps you’re starting by focusing on the wrong generation or putting too much emphasis on emerging generations like millennials. That’s why we’re paying attention to the 50+ group (boomers+), how they buy, where they spend and what motivates their spending power.
And so it continues! Last year following the NEMOA direct XChange conference I shared some thoughts on the evolution of the catalog and how it’s a thriving channel to generate revenue and share your brand story. The catalog continues to advance as a marketing strategy and as Deborah Cavanagh, SVP of Marketing for Talbots shared in her keynote at the recent direct XChange 2016 Spring Conference, “The catalog is an editorial platform – it’s a means to communicating product ideas. It’s an oasis of imagination.”