As the industry struggles to adapt to the “Big Shift,” it is more critical than ever for retail brands of all sizes to have a strong digital marketing strategy in place. It’s not just about competing for visibility against the likes of Amazon, but also helping to drive traffic and sales.
In fact, a recent survey found that six out of 10 retailers use email, content and paid search as part of their digital marketing strategy. Facebook, Instagram and YouTube were among the most commonly used platforms. SMS and TikTok were also utilized by a good number of retail marketers.
The beauty of digital marketing is that it allows you to deliver your message to the right audience at the exact time they’re interested in it. Whether it’s via social media or direct messaging platforms, you can target shoppers by age, gender, location, interests and more. Compared to the one-size-fits-all approach of traditional advertising, this level of personalization is critical for retail success.
Retailers can also leverage their digital marketing capabilities to create in-store experiences that bring customers back again and again. For example, creating an app that acts as a virtual shopping assistant could help reduce fitting room reliance and make in-store shopping less stressful. Or, a loyalty app that gives shoppers access to their purchases history and in-store offers is another way to build brand awareness. digital marketing for retail