News

Multichannel Integrated Marketing Best Practices for Retailers

BY CSA STAFF

By Jeff Weidauer, [email protected]

Say what you like about marketers, we never lack for new ways to describe and define what we do. There is shopper marketing, mobile marketing, online marketing, direct marketing, and now integrated marketing and multichannel marketing.

A quick clarification: While the terms integrated and multichannel are sometimes used interchangeably, they are far from synonymous. Multichannel is more tactical and focuses on the media, while integrated speaks to the platform and the desired experience. Combining the two is good marketing.

The interest today by retailers in each of these concepts is a direct result of the growth in media vehicles. Five years ago we were just thinking about using text messages as a way to market to early adopters; today social media outlets have taken over the Web, and for many people social media is the only way to reach them.

Clearly, repurposing a television commercial for use on Facebook is not the answer, although it’s been done more than once. This is where the concepts of integration and multichannel cross over. While dropping a TV ad on Facebook does qualify as multichannel, the ham-handedness of this approach is a direct result of a lack of integration.

Integration, then, is more than just integrated tactics. True integration is an outcome of that other often-overlooked element of good marketing: consumer research. If you don’t know your customers and how they view your brand, then you can’t deliver an effectively integrated message.

True integration comes from making sure that the message is not only relevant to the medium, it’s also relevant to the receiver. Receiver relevance requires a deeper understanding of the target market and includes things like when they are more receptive to messages, and if, and how, they might want to respond.

Let’s go back to that television ad on Facebook. Television is a “push” medium — it throws things out at the viewer. Facebook is altogether different in that it invites comment and engagement from the viewer, and those are aspects that need to be accounted for in the development of the message, and its intent.

We are in the midst of a paradigm shift in the world of marketing the likes of which we have never seen. Mass media remain part of the overall mix but must be tied to targeted messages delivered via social outlets and mobile to be effective. The relationship changes by medium, and the customer’s expectations along with it.

Here are some best practices for retailers for effective marketing that includes both integration and multichannel:

  • Relevance. Relevance is always critical. If the message isn’t relevant to the target and the delivering medium, then it’s best not to bother with it to begin with.
  • Receptivity. Make sure your target wants to receive your message via the medium you are using, and from you.
  • Response. Are you looking for a response? Are you ready to follow up and respond in kind, in a one-to-one manner?
  • Data. The common, but not necessarily obvious denominator in each of these best practices is data, i.e. information and insights about the customer that help to define the message.

Shoppers are doing more research than ever prior to making a shopping trip. Even the weekly stock-up trip to the supermarket and the quick fill-in at the corner drug or convenience store are prefaced with some level of online research, including opinions about stores and products. Shoppers are talking and learning about us, and we as retailers need to be learning everything we can about our shoppers, and engaging in the conversation.

Best practices for effective marketing must incorporate data and analytics because the old “spray and pray” tactics are less effective than ever. And with today’s focus on delivering a valid return on investment for the marketing spend targeted and measurable tactics are a must.

Jeff Weidauer is VP of marketing and strategy for Vestcom International Inc., a Little Rock, Ark.-based provider of integrated shopper marketing solutions. He can be reached at [email protected], or visit vestcom.com.

keyboard_arrow_downCOMMENTS

Leave a Reply

C.Graphics says:
Jan-30-2014 06:13 am

I am going through this post
I am going through this post and thinking of it’s theme and trying to understand what is this post about. At last I can have found something from this post which feels pretty good.

C.Graphics says:
Jan-30-2014 06:13 am

I am going through this post and thinking of it’s theme and trying to understand what is this post about. At last I can have found something from this post which feels pretty good.

J.Smith says:
Nov-26-2013 10:02 am

integrated marketing
Very efficiently written information. It will be priceless to anybody who uses it, together with myself. Sustain the good work – for positive i will try extra posts.

J.Smith says:
Nov-26-2013 10:02 am

Very efficiently written information. It will be priceless to anybody who uses it, together with myself. Sustain the good work – for positive i will try extra posts.

P.Lopez says:
Apr-10-2013 12:18 pm

Chatrandom.com
Shoppers are talking and learning about us, and we as retailers need to be learning everything we can about our shoppers, and engaging in the conversation. Chatrandom.com

P.Lopez says:
Apr-10-2013 12:18 pm

Shoppers are talking and learning about us, and we as retailers need to be learning everything we can about our shoppers, and engaging in the conversation. Chatrandom.com

M.Mirevski says:
Jan-29-2013 02:18 pm

Philips Norelco Electric
Philips Norelco Electric ShaversNow in terms of rotary shavers, Philips Norelco has proven its competence through the years.These include the ES series, ES-LA series, Quad Flex, and more.panasonic es8103 http://shaverdirect.org/reviews/panasonic-es8103s-electric-shaver/ You don't need trimmers with this shaver type.Selecting the most effective shaver to suit your requirements can be tricky exceptionally right now that there are loads of types of electrics razors on the market.

M.Mirevski says:
Jan-29-2013 02:18 pm

Philips Norelco Electric ShaversNow in terms of rotary shavers, Philips Norelco has proven its competence through the years.These include the ES series, ES-LA series, Quad Flex, and more.panasonic es8103 http://shaverdirect.org/reviews/panasonic-es8103s-electric-shaver/ You don't need trimmers with this shaver type.Selecting the most effective shaver to suit your requirements can be tricky exceptionally right now that there are loads of types of electrics razors on the market.

D.Dales says:
May-10-2012 12:27 pm

Engaging in a conversation
Engaging in a conversation with your customers is more difficult to achieve than one would think, but it's well worth the try. Answering their questions and complaints can win their trust and could make the difference between being successful and losing ground to competition. Online marketing is the way to go these days, and either you use social media or something like www.clickbooth.com affiliate network to make your presence known all over the internet, the results will be clearly visible.

D.Dales says:
May-10-2012 12:27 pm

Engaging in a conversation with your customers is more difficult to achieve than one would think, but it's well worth the try. Answering their questions and complaints can win their trust and could make the difference between being successful and losing ground to competition. Online marketing is the way to go these days, and either you use social media or something like www.clickbooth.com affiliate network to make your presence known all over the internet, the results will be clearly visible.

Polls

Consumer confidence is high. Is that reflected in your stores’ revenues?

View Results

Loading ... Loading ...
FINANCE

Report: Billionaire Carlos Slim ups stake in Saks

BY Staff Writer

New York City — Mexican billionaire Carlos Slim, through his Inmobiliaria Carso SA investment fund, spent $8.8 million to up his stake in Saks, according to Bloomberg.

Slim, who was Saks’s largest shareholder before the purchases and last acquired the New York-based retailer’s shares in April 2009, raised his stake to 16% from 15.7%, the report said. Slim has made it a practice to add to his investment holdings when the markets slump.

Slim’s Grupo Carso SAB operates two Saks stores in Mexico City through a licensing agreement with the company.

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

Polls

Consumer confidence is high. Is that reflected in your stores’ revenues?

View Results

Loading ... Loading ...
STORE SPACES

Ikea goes solar in San Diego

BY Katherine Boccaccio

San Diego — Ikea said Tuesday that it has officially powered up its solar energy installation at its 198,000-sq.-ft. store in San Diego.

The 30,000-sq.-ft. array consists of a 252-kW system, built with approximately 1,120 panels. It will produce approximately 366,400 kWh of clean electricity annually, the equivalent of reducing 290 tons of carbon dioxide, eliminating the emissions of 50 cars or powering 32 homes yearly.

This latest installation represents the 10th completed solar energy project for Ikea in the United States. Additional installations currently are underway at two other locations in California as well as eight more in the Eastern United States.

For the development, design and installation of the customized solar power system, Ikea contracted with Gloria Solar, the U.S. operating group focused on the photovoltaic business within the family of E-Ton Solar Group.

Ikea’s San Diego location opened in September 2000.

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

Polls

Consumer confidence is high. Is that reflected in your stores’ revenues?

View Results

Loading ... Loading ...