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Creating Intelligent Hyperlocal Campaigns (BrandWeek)
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Posted: 03/31/2011
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You’ve heard it before: to be an effective marketer you have to reach your audience with the right message at the right place at the right time. With this most basic of marketing principles in mind, more and more businesses are turning their attention to hyperlocal advertising and marketing. As technology continues to evolve, it is easier than ever to pinpoint a customer’s exact location. Pair that with the consumer’s growing interest in being tapped for local marketing and you have a powerful combination. The Mobile Marketing Association found that most mobile users are “interested in allowing their phone to automatically share their location in exchange for perks, such as free use of mobile applications and mobile coupons.” The key is to tap into your current customer base and make your move before your competitors to ensure the most success.
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Industry:
Marketing, Design, & Interactive Communications,
Retail & Products,
Telecommunications
Topic:
Business Intelligence,
Content Strategy,
Experience & Interaction,
Marketing Communications
Region:
Global
Audience:
Business to Consumer
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Conversation Sells: Using Twitter to Boost Your Sales (Practical eCommerce)
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Posted: 03/31/2009
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In a virtual world that often lacks a personal touch, Twitter offers retailers a unique opportunity to make meaningful connections with customers online. Whether you’re quirky or serious, you can customize conversations directly with your customers that authentically reflect the personality of your business while giving you the tools to grow, manage and reward a loyal customer base. Tony Hsieh, CEO of Zappos, raves about Twitter's usefulness in building personal connections with customers and employees and Dell's Twitter success led to the creation of the Dell Outlet to offers exclusive discounts to its Twitter supporters. Learn how you, too, can turn conversation into conversion by incorporating Twitter into your online marketing arsenal today.
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Industry:
Retail & Products
Topic:
Content Strategy,
E-Commerce,
Experience & Interaction,
Marketing Communications
Region:
Global
Audience:
Business to Business,
Business to Consumer,
Peer Groups & Communities
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Combining Brick With Clicks Proves Profitable Among Retailers (Internet Evolution)
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Posted: 10/14/2010
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Bricks-plus-clicks is an emergent marketing strategy that combines online sales with storefront initiatives to boost sales. National brands including Gap and Nordstrom are using the tactic with success. For instance, Gap recently launched a “Universality” initiative in both Canada and the UK for consumers to simultaneously shop Gap, Old Navy and Banana Republic merchandise in a “three-in-one” online store. The universality platform brings brands together online with global navigation and a universal shopping cart while the “bricks” includes new fulfillment centers to save shoppers the expense and hassle of import duties and fees and delays at customs. Showing solid sales improvements, Nordstrom is 11 months in to a fluid inventory plan that uses the Internet to connect its traditional-store inventory to its online sales site to make sure that merchandise is never overlooked on store shelves. The company’s new website also incorporates popular social media features.
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Industry:
Marketing, Design, & Interactive Communications,
Retail & Products
Topic:
Content Strategy,
E-Commerce,
Experience & Interaction
Region:
Global,
North America,
Europe
Audience:
Business to Consumer
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Closing the Sale: SeeWhy Helps Businesses Put Abandonment Issues to Rest (Intelligent Enterprise)
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Posted: 07/03/2009
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You’re spending huge chunks of money to drive traffic to your site, you’re bound to close the sale, right? Not necessarily. Businesses today are finding a significant number of visitors abandon their shopping carts before completing their purchases. SeeWhy helps retailers put their cart abandonment issues to rest with the launch of their new software, Abandonment Tracker. The free service is designed to entice customers into upgrading to Abandonment Tracker Pro, a paid service that will be released in a few weeks. While the price for Abandonment Tracker Pro has not yet been disclosed, the advanced software promises to improve sales conversion rates and reduce abandoned shopping carts. SeeWhy will help retailers lure potential customers back to close the deal rather than having sales evaporating before their very eyes.
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Industry:
Retail & Products,
Technology, Consulting, & Professional Services
Topic:
Business Intelligence,
E-Commerce,
Technology Implementation
Region:
Global
Audience:
Business to Business,
Business to Consumer
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Building A Brand Story Greater Than The Sum Of Its Individual Parts (New Media Knowledge)
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Posted: 01/20/2011
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Rather than providing a plethora of tactical solutions, today’s abundance of marketing channels may simply overwhelm marketers. Standard targeted marketing used to be a relatively simple game of point-and-shoot at three main channels (TV, print and direct mail) to cover all bases. Now, with the addition of social media platforms, mobile marketing, web, and email to the traditional channels, adopting a successful strategy can get confusing. Aim the same message at all the channels and the results can be downright disastrous. Multi-channel marketing offers marketers a mechanism to “pull all these conversations together and build a brand story that is greater than the sum of the individual parts” so marketers can keep their eyes on the prize: customer engagement and action. The key is to understand and respect the characteristics of each channel and then execute each according to how it works uniquely for your brand.
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Industry:
Marketing, Design, & Interactive Communications,
Technology, Consulting, & Professional Services
Topic:
Business Intelligence,
Content Strategy,
Experience & Interaction,
Marketing Communications,
Technology Implementation
Region:
Global
Audience:
Business to Business,
Peer Groups & Communities
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