DRIVE GROWTH THROUGH DIGITAL TRANSFORMATION, PERSONALISED EXPERIENCES AND OMNICHANNEL MARKETING
What a difference a year makes.
In January 2021 UK retail sales grew 74% year on year. Mobile eCommerce grew 169%
John Lewis stated that over 70% of its sales will be online by 2025… and that’s just the tip of the iceberg. The pandemic has accelerated our already seismic shift towards a total eCommerce eco-system. From a marketing perspective, commerce is now so much more than a self-contained platform and customers require so much more to engage them – simply put, you need to work out how and where to connect, utilising real-time, relevant experiences and content, delivered in the right context, all at the right time.
Four ways to creating a unified, bold brand experience:
Relevance - Delivering content by device, location and user preferences to create effective personalised experiences.
Consistency - Providing every customer at every touchpoint with a unified voice that conveys a clear brand identity.
Creativity – Create unique and unexpected customer experiences and focus on innovative ideas to drive business.
Speed to market - Launching campaigns that capitalise on new market trends
Technology – exploit tech that works best for your brand. Its about using it to offer real-life experiences for armchair consumers. Use big data to disrupt and influence your audience.
Building better brand experiences means transforming how you manage content. Streamline your content operations and make every piece of content work harder for your brand. That way, marketers spend less time managing content and more time using content to build memorable digital experiences that engage and convert customers.
Trends to consider in any 2022 marketing strategy
The growing effect of influencers. Sharing values and real-life experiences. It’s not just about how many followers, it's about being able to empathise and relate with a shared moment that is relevant and meaningful. Finding the right influencer or group of influencers is the most engaging and powerful way to share your brand story.
Creating unique personalised brand experiences to bridge the gap between bricks & mortar and the digital world. How do you bring the experience to life?
User generated content - leading platforms such as TikTok, where users create their own content, open up new worlds of possibilities for marketing products and services.
Sustainability. Consumers are increasingly aware and more conscious of the effect they are having on the planet. Any strategy that ignores this is in danger of causing irreparable damage to the brand. And, its not just about Millennials!
ECommerce is booming for baby boomers! The pandemic has led the charge in speeding up the changing behaviour of Baby Boomers. It's not just about Millennials or Generation Z anymore. Retailers like Amazon, NEXT, M&S, Boohoo.com, Pretty in Pink are feeling the full affect. After the pandemic is over, the exponential growth of online shopping will continue.
Consumer expectations. What does the consumer want....its not just about price and choice, but availability. The 'I want it now' culture underpins expectations and drives promiscuity amongst consumers until they get what they want.
How do you stop eroding customer loyalty? The ease by which consumers can shop around - research products, check prices, check availability, check for choices, strips away any competitive advantage. How do you differentiate your brand from the next? It's about creating unique stories and unique personas that resonate with your chosen audience/s to create that emotional connection that keeps them interested and loyal to your brand. Smart phones - and the smart data they collect will help inform real time product development and personalised targeting to help restore customer loyalty.
For engagement rates and conversion rates, video is king! The best way to bridge the real world with the digital world. They can be targeted, interactive and tailored, allowing customers to immerse themselves in the brand experience. Although Millennials watch the most video content, all groups actively participate, with men watching 40% more videos than women.
Exploiting commerce. New trends making shopping more personalised, quicker and easier, such as optimised content for voice commerce, snap & shop using your smart phone camera and special apps. Mobile commerce is growing exponentially, and AI technology driven by big data, that learns from your browsing history allowing personalisation marketing.