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How Retailers Can Stay on Top of Digital Marketing Trends
September 19, 2018 / 5 minute read / By Michele Salerno
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Discover the four digital marketing strategies that can keep your retail business ahead of the competition.
In the ever-evolving world of retail, missed opportunities often stem from clinging to outdated methods that fall short of the mark. The key lies in building a strong foundation rooted in understanding your customer’s needs and aligning your products with those needs.
Today’s most successful retailers stay ahead of the curve, embracing digital marketing best practices to demonstrate their unwavering commitment to their customers’ best interests.
In this blog, we will be discussing the digital marketing strategies that savvy retailers employ, ensuring they not only meet but exceed customer expectations.
By understanding these trends, you’ll be equipped with the knowledge to elevate your retail business and provide value to your customers. So, let’s get started.
Digital Marketing Strategy #1: Email List Segmentation
In the realm of digital marketing for retailers, one of the most important strategies is email list segmentation. Sending out the same generic message to every customer is a surefire way to annoy them. Nobody likes being spammed with irrelevant content. In fact, it’s not just counterproductive; it can put your relationship with your customers at stake.
Remember, an email address is a personal channel through which a customer allows you, the retailer, to reach them. But this privilege comes with a responsibility. If you misuse it, customers might not hesitate to sever ties with your brand. Some might even block your emails altogether, shutting the door on all future digital interactions.
The key to effective email marketing lies in understanding your customers’ diversity.
Take the time to know the type of customers you have. Create specific segments for each group based on their preferences, purchase history, or interests. By tailoring your messages to each segment, you not only respect your customers’ individuality but also significantly enhance the impact of your digital marketing efforts.
By understanding the nuances of your customer base, you’ll not only avoid alienating your audience but also foster stronger connections that can lead to lasting customer loyalty.
Digital Marketing Strategy #2: Unique Retail Messaging
Crafting unique and personalized messages for each customer segment is an invaluable practice in digital marketing. One size certainly doesn’t fit all in the world of communication.
Regardless of whether you are conveying the same core message, the way it is presented should vary based on the recipient. Every customer is different, and they need to be addressed in a manner that resonates with their individual preferences.
Think of it like this: even if you are sharing identical information, the tone, frequency, promos, and language used must differ to match the distinct needs of each segment. Creativity is key here. Don’t cut corners when it comes to devising these messages. The amount of effort you would invest in creating these personalized messages will reflect your brand’s integrity and commitment to understanding your customers.
Remember, in the digital landscape, every piece of content you put out there represents your brand. Consistently delivering unique and engaging messages not only captures your customers’ attention but also positively reinforces your brand identity.
It’s an investment that builds meaningful connections and fosters customer trust.
Digital Marketing Strategy #3: Automated Emails Based on Shoppers’ Behavior
Integrating your digital marketing with customer data is a game-changer, and one way to do this effectively is through email marketing automation.
These platforms are like digital wizards, optimizing your campaigns by analyzing every interaction with your messages. It’s not just about counting clicks, it’s about understanding what those clicks mean.
For instance, if a customer clicks on a product link but doesn’t make a purchase, you can gain valuable insights. Did they spend time on the product page? Did they add it to their cart and then abandon it? Or did they ultimately decide to visit the physical store instead? These nuanced behaviors offer a goldmine of information.
By tracking these actions, you can optimize your marketing strategies for each customer.
Automation comes into play by triggering responses based on specific behaviors.
Examples of automated emails:
Understanding your customers’ shopping patterns provides invaluable insights. By creating these targeted email workflows, you are not just sending messages, you are engaging in a conversation tailored to each customer’s needs and behaviors.
This personalized approach enhances customer satisfaction, fosters loyalty, and ultimately boosts your business.
Watch short video to learn how to send automated and personalized emails:
Digital Marketing Strategy #4: Measure Success & Make Continuous Changes
One of the standout features of digital marketing is its measurability. It’s like having a powerful microscope for your business strategies -you can see what’s working and what’s not.
However, the real magic happens when you explore the ‘why’ behind the numbers.
Effective digital marketing isn’t just about the number of clicks or opens, it’s about understanding the nuances of your customers’ behaviors. You might notice that a certain customer segment no longer resonates with a particular offer -perhaps their preferences are changing. Or, you might discover that a fantastic offer falls flat because it coincides with a time when your customers haven’t received their paychecks.
But remember, sending the right message to the right customer at the right time is just the initial step. The true essence of successful digital marketing lies in your ability to measure its impact and adapt swiftly.
By making continuous, informed changes, you not only enhance your digital marketing effectiveness but also build stronger, more enduring relationships with your customers.
Pro Tip:
Did you know that by using an email marketing platform that is integrated to your retail point of sale and eCommerce, you can easily pull customer and sales data to send triggered emails straight from the retail system. This eliminates the need to manually export customer lists from your retail software, upload lists to your email platform, and manually build your email segments; with an integrated system it’s all connected!
Key Takeaways for Retailers
Retailers who want to stay ahead of the digital marketing curve need to focus on three key things:
By combining these three elements, retailers can create a winning digital marketing strategy that builds strong customer relationships and drives lasting success.
Learn more about how you can enhance your email marketing strategy with our educational email marketing eBook.
Download eBook: Email Marketing 101
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