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Living in the Era of the Digital Consumer

by Kyle Lacy on Jul 27, 2012

3,610 views

How Successful Companies Use Digital Marketing to Accelerate Sales and Improve Customer Retention...

How Successful Companies Use Digital Marketing to Accelerate Sales and Improve Customer Retention

The digital media revolution has totally transformed the way brands acquire, grow and retain customers. We are experiencing a shift in the way people communicate. All marketing is becoming direct marketing and serving has become the new selling. To acquire and retain customers companies must serve customers by delivering relevant and timely information to them when they want and when they need it. Email has firmly been established as the most trusted and preferred channel of direct communication with customers.

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Take any major sports team or major brand… Tom’s Shoes, Charity Water. There is no question where you achieve the ripple in the pond effect of “viral marketing”.. Somebody who has liked your company has shared your content OH HEY here is a company… I have no idea what they do.. I’m going to Like their page.. Spend copious amounts of time surfing. We like on Facebook… what we like in the real world. Facebook liking is a trailing indicator of a relationship not a leading indicator of a relationship
Increasing communication between customers: The ability to share information between people is faster and easier than ever before. Social media, email and texting have all made a major change the way we communicate with each other. Consumers are now using these channels to find out what products and brands their friends and family are purchasing and what they think about these items. 24% of American adults say they've posted comments about a purchase they've made & 62% of people read online reviews before making a purchase. In addition posting something on your Facebook wall or tweet a message about a product you want to purchase will immediately provide the consumer with hundreds of opinions and recommendations.
Challenge #3: Leveraging technology and dataThe digital era definitely gives retail marketers the opportunity to speak more directly with customers and really connect with them on the 1:1 level. The use of data & technology plays a big part in this very personalized relationship.Once you have people coming into your stores and coming back for more it is time to start collecting information from them….Sound simple, yeah right! Sorting through all of the data you have collected and keeping up on the latest technology trends is a very daunting task for most retailers. Even the most sophisticated retailers are still not where they would like to be with their data usage.
Satisfy the CustomerThe easiest, and possibly the most affordable, way to build customer loyalty is to satisfy the customer. Begin by implementing the most basic customer service rule: treat the customer the way you want to be treated when shopping. Ideas: Back in stock emails, customer survey emails
Satisfy the CustomerThe easiest, and possibly the most affordable, way to build customer loyalty is to satisfy the customer. Begin by implementing the most basic customer service rule: treat the customer the way you want to be treated when shopping. Ideas: Back in stock emails, customer survey emails
Recent study. Email continues to be highly viable as a promotional vehicle for brands. Especially in offers and discounts. If you would like to get messages from friends and family > social media. Which makes complete sense. Notice that SMS is also moving up the list.
How many people watch mad men?Typical of a generation but a type of marketer at the time
How many people watch mad men?Typical of a generation but a type of marketer at the time

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Bill Roberts, Marketing, Development & Consulting at Smart Location Technologies Pty Ltd 2 months ago
Richard Rashty, Collaboration & Social Business Strategist at Home 3 months ago
Déborah De Mari, Digital, Social Media Strategist, Community Manager at Natura Cosméticos Tags social media marketing 9 months ago
gezcmktg 9 months ago
Nacho Ustariz 9 months ago
Gyan Patra, CEO & Founder at RxNetwork ( http://www.rxnetwork.com ) Tags digital consumer 9 months ago
Pascal Coulier, Digital Marketing Manager EMEA at Hewlett-Packard 9 months ago
Mongkol_k 9 months ago
paultoomey 9 months ago

Living in the Era of the Digital Consumer Presentation Transcript

77%Prefer…Email forPromotional Msg ExactTarget SFF #14: The 2012 Channel Preference Survey