February 14, 2017 Blog Articles, Drive In-Store Sales, Ecommerce & Retail

Will you be around in 2020?

 By Lisa Steingold

Meet Michelle. Michelle, like so many of us, found herself feeling somewhat overindulged following an overly merry festive season. She knew her bubbly and passionate personality needed to find some balance.

Following a dare to try out her local park run, Michelle found herself in a newfound love affair with what had seemed the bizarre world of running. One Saturday morning, her life had changed!

She became mesmerised by an array of colourful lycra pants and wondered how else her life (and perhaps the size of her thighs) might change in response to faster running. She’d seen her man sporting a Garmin watch and now secretly wanted one for herself.

Michelle began to immerse herself in her newfound world of running. She entered a few races, watched a few YouTube videos of previous events, searched for stockists of the Garmin watch and once she’d compared prices online, popped into her local retailer to purchase the watch one Saturday.

The trajectory of change didn’t stop there. Michelle chatted to her newfound running friends and followed them on Strava. Together they planned weekend’s away, shared specials they had seen online and challenged each other’s times.

Why the “once upon a time” story of Michelle?

Here’s the truth many of us marketers forget; as marketers we’re engaging with people, not consumers and not even audiences; we engage with people like you and I, who lead complex lives that touch an array of points in the journey to a purchase.

Sometimes we forget that a purchase is prompted by an experience or a desire. We forget that we encounter brands, most likely through our mobiles (given that we spend over 3 hours a day on our devices) and that by the time we’ve been “converted” through a purchase in-store, we’ve been digitally influenced so relevantly, it seems almost natural, as if the brand knew what we were looking for. We forget perhaps that 1 in 4 of the minutes we spent on the internet were spent across the Facebook family; Facebook, Instagram and now Facebook Audience Network. Perhaps we even forget that in the final stages of our journey we saw specials on just the item we were looking for directing us to our nearest retailer.

We forget that Michelle, like 45% of digital buyers worldwide (eMarketer) said that reading reviews, comments and feedback on social media influenced her digital shopping behaviour and that the offer ad she’d seen on Facebook was what prompted her purchase.

It’s a challenging existential thought but will you be around in 2 years? By this, I mean, will your brand be around in just 2 years from now? We know all too well the immaculate success of the Spotify’s, Netflix’s and Uber’s of the world but what happened in their wake? Brands, even seemingly indestructible ones, have fallen to the wayside as a result of ignoring digital trends and innovating.

We think it’s relatively easy for brands to ensure their longevity by remembering a few simple rules. We shared all about using data and driving business in our article “The future of Retail”.

BUILD YOUR BUSINESS ON SOCIAL

We’ve said it before and we’ll say it again; reach and engagement are great but if they’re not being used to leverage the sales funnel on a real social media strategy then they’re useless to the business. Take advantage of relevant ad types and objectives for your vertical and drive real business results through social.

Map the consumer journey and use data to ensure profit driven marketing; in other words make it relevant at every touch point; relevant creative and relevant targeting mean relevant results.

Partner Strategically

Consumers’ engage with a ‘world’, not a singular brand; the world of running, the world of food – imagine the possibilities if you partnered with a synergistic brand as in the recent case where we paired Dischem and Pampers to result in sold out stores within a day.

LOCATION, LOCATION, LOCATION

Are you using location targeting for the ease and insurance of ‘conversion’ later in the journey?

Will Michelle still be running in 2 years’ time? We’re not sure but by following these simple rules of profit driven marketing, you will be.