In the earlier blogs we tried to draw readers’ attention to changing landscape of the retail sector, the emergence of new age consumers and their buying patterns, among other things. The crux of the matter in all expert discussions worldwide is about the onslaught of digital marketing is the human touch in the era of e-retailing.
The digital world today is a medium that is being largely being adopted by retailers to target the new age consumer. The trend that has surfaced and would change the face of marketing – make every marketer a digital marketer retaining the flare of traditional marketing.
Digital marketing in the retail sector has its own challenges. Besides facing the task of establishing e-commerce platforms for their clients, marketers will also have to establish robust strategies and consumer engagement methodologies. Digital marketers will not only be tasked with enhancing brand identity, but will also be responsible for offering a great customer experience.
Besides this, digital marketers will also have to focus on a few tactical objectives, which could include elements such as increasing web traffic, engaging and attention grabbing content, building brand loyalty, generating leads and managing customer experience across all platforms, among others.
Strategically, a digital marketer’s objectives are well cut out. Enhancing brand credibility and positive reputation for a client’s products or services is priority. This can be best achieved through a low cost platform that is scalable, modular and customizable to specific requirements within short span of time.
Leveraging Analytics to measure Accountability and Return of Investment (RoI) of marketing initiatives / campaigns, while formulating actionable insights accordingly, will also be the core objective of any marketing manager.
For every e-commerce business, each abandoned online transaction reduces revenue, increases acquisition costs and most important of all – represents a lost opportunity to land a long-standing, loyal customer.
The digital world today is a medium that is being largely being adopted by retailers to target the new age consumer. The trend that has surfaced and would change the face of marketing – make every marketer a digital marketer retaining the flare of traditional marketing.
Digital marketing in the retail sector has its own challenges. Besides facing the task of establishing e-commerce platforms for their clients, marketers will also have to establish robust strategies and consumer engagement methodologies. Digital marketers will not only be tasked with enhancing brand identity, but will also be responsible for offering a great customer experience.
Objectives for digital marketers
The ‘right timing’ is very crucial in the world of digital marketing. Every digital marketer needs to make it his/her objective to interact with potential online buyers during key points of their online experience. New age technology, linked to websites and apps can be used to establish this interaction and maintain it.Besides this, digital marketers will also have to focus on a few tactical objectives, which could include elements such as increasing web traffic, engaging and attention grabbing content, building brand loyalty, generating leads and managing customer experience across all platforms, among others.
Strategically, a digital marketer’s objectives are well cut out. Enhancing brand credibility and positive reputation for a client’s products or services is priority. This can be best achieved through a low cost platform that is scalable, modular and customizable to specific requirements within short span of time.
Leveraging Analytics to measure Accountability and Return of Investment (RoI) of marketing initiatives / campaigns, while formulating actionable insights accordingly, will also be the core objective of any marketing manager.
Challenges along the way
Challenges are faced in every walk of life and a digital marketer’s life is no different. The digital world offers innumerable challenges, all ranging from meeting requirements of fast paced consumers, overcoming their complex buying behavioral pattern, breaking the clutter to showcase your brand as a favorable choice, showcasing clear differentiation in marketing communications and the readiness to adopt new and emerging technologies, while keeping the costs low.For every e-commerce business, each abandoned online transaction reduces revenue, increases acquisition costs and most important of all – represents a lost opportunity to land a long-standing, loyal customer.
Technology to the rescue:
Technology today seems to have answers and solutions to everything. Being faced with the task of achieving their objectives and facing the obstacles that come their way, digital marketers should come up with a technology based marketing framework that enables following key functionality:- Organizing and managing frequently changing marketing (web) content
- Building and collating all types of digital assets and content – written, images/rich media
- Clearing confusion over content and process ownership that could affect ‘Time-to-Market’
- Introducing new features and marketing techniques (polls, surveys, etc.) without constant intervention from the IT department
- Deployment of an ‘All-in-One Customer Engagement Solution’ – that includes various functions such as content management, analytics, feedback, etc. Cost effective and practical engagement methods to enhance and reinforce a customer’s brand loyalty
- Engaging customers first over online channels and then also influence their offline customer behavior seamlessly
- Adopting customer friendly navigation, layout, etc. based on customer feedback and intelligence
- Providing sales team with a consistent flow of high quality leads
- Sustaining a prospective buyer’s interest in products/services over a long period of time
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