digital marketing for retail is an ever-changing landscape. The lines between online and offline shopping are blurring, with consumers using mobile phones to price check in-store, then buying through the channel that’s most convenient for them at that moment. This shift has challenged traditional retail brands to adapt and create a digital marketing strategy that engages connected consumers.
Creating a successful digital marketing for retail strategy begins with understanding your target market. In order to reach and engage consumers, retailers need to utilize multiple channels including display advertising (video, social media, banners) that achieves reach and frequency as well as direct response tactics such as paid search and SEO that drive measurable foot traffic into the store.
It’s also important for retail marketers to provide a consistent experience for customers whether they’re purchasing through the website, in-store, or via other digital channels such as email and social. In order to do this, retailers need to use data from all of their customer touchpoints to inform a personalized digital marketing campaign. Having a single customer database (UCP) that unifies data from all channels allows retailers to be more customer-centric and drive conversions.
Retailers need to be able to quickly and efficiently act on their customer data in order to deliver the right message at the right time. This can be done through automated campaigns such as cart abandonment emails that are triggered when a customer is about to leave a site or through hyper-personalization where customers see customized content such as product recommendations in their online shop.