Jude in Harrogate Advertiser… article below
Jude Turner, client services director, Magnitude
As high street sales continue to suffer in the current economic climate and consumer habits fluctuate seemingly by the week, today’s savvy retailers are grasping the online mantle and putting the internet at the heart of their business strategy.
The potential of digital marketing continues to evolve with relentless energy, enabling companies to push the boundaries of their products and marketing activity while rapidly embracing trends and new developments.
Smaller retailers are finding this is a potent weapon to level the playing field. It means they can punch above their weight and give established names a run for every pound.
Retailers can embrace these advances to communicate directly to consumers at home and on the go, empowering the mobile consumer with marketing activity that utilises the abundance of devices and social media available. With the right strategy and tools, consumers are never out of reach, however niche the audience or remote the location.
Digital marketing can, like no other channel, create a genuinely two-way dialogue between companies and brands. By utilising viral marketing and targeted campaigns you can empower consumers and add substantial bottom-line benefit.
Yes, this does pose challenges to the retailer, particularly considering the sheer volume of online activity. Marketing campaigns must be bold and creative, adapting messages to be highly relevant to each audience and tailored to maximise the channels in which they are delivered.
However with the right digital marketing can give your business the edge on the global e-high street. Instantly adaptable and highly targeted – and backed up with highly detailed tracking and analysis data – online activity offers an unrivalled return on investment to businesses of every size.
Soon every consumer will carry with them a number of communications devices – giving you the opportunity to literally be ‘in their pocket’.
