Consumers have taken control over how they engage with retailers. In a recent survey, retailers reported 30-50% of web traffic came from mobile, and this percentage continues to increase.
The new forms of expression and interconnectivity have created a paradox for today’s retail marketers. On one hand, there are more ways to connect with consumers in a targeted and relevant manner than ever before. On the other hand, the explosion of digital channels has created unprecedented complexity. And the virtual and physical worlds are continually converging in conjunction with technological advances.
So how can retail marketers motivate consumers?
Well the traditional marketing funnel is now obsolete. It was developed when consumers were passive and received messages while sitting on the couch. Consumers could be moved over time from awareness to consideration to desire and ultimately to purchase. But today’s omnichannel consumer is demanding more.
Retail marketers need to recognize that there are new marketing requirements that pertain to today’s more complex marketing environment. They need the ability to manage, customize, deploy and communicate relevant content one-to-one messages effectively, by engaging consumers across the appropriate channel. They also need to deliver the optimal customer experience in real-time.
At a high-level, these programs need to be insight-driven, more relevant, more engaging and deliver a better return on brand and business equity. Once they have done all this, they need the ability to measure the effectiveness of their marketing efforts by tracking engagement along all points of the consumer journey.
Today retail marketing strategies must include five core components to succeed:
- Connect. Retailers must connect online and offline data to understand who, how, when and where they should target.
- Reach. Retailers must reach the right audience with the right message, at the right time and with the right value exchange.
- Engage. Audiences need to be engaged on their terms, when their attention is focused on a brand.
- Measure. Retailers must measure what content consumers are interacting with.
- Optimize. Marketing programs must be optimized to ensure they’re achieving business goals.