If you’re looking to take your retail business to the next level in 2020, then you’ve come to the right place. At Media Giant, we live and breathe digital marketing, which is why we want to share what we’ve learned in 2019 so we can help you succeed as well.
Today, we’re going to look at how a multichannel digital marketing approach can help you connect and engage with customers in ways you never thought possible, and how the team at Media Giant can easily streamline the process to ensure you can spend your time focused on your business.
What does multichannel marketing mean for retail?
Multichannel marketing is an approach which uses different platforms with unique functions to create a unified marketing approach for a business. If that sounds overly complicated, don’t worry! Below we’ll look at how a multichannel approach works:
- A retail business uses Google Ads, Facebook, and Email marketing in its multichannel marketing approach.
- It uses Google Ads to market products to suitable customers.
- It uses Facebook Retargeting to encourage previous web visitors to purchase the products.
- It uses an engaging email campaign to entice customers with a specific offer, tailored for their preferences.
The best part about multichannel marketing is that while the process uses a number of complex algorithms and many different platforms to reach customers, almost the entire process can be automated if you have the available data to profile your customers.
For retailers, this not only provides a consistent experience for the customer throughout their journey with your store, but also improves the level of consistency in your marketing; you can avoid irritating customers with unnecessary or irrelevant offers that may turn them away, and instead present a retail store that understands its customers and offers them things they want.
How can you promote your business and reach more customers online?
A retail store will benefit the most from digital marketing when they are looking to either attract new customers with relevant interests or to help encourage a sale where the customer backed out.
Although you may have heard about Google Ads, have you heard about Google Smart Shopping? Smart Shopping is a tangent product from the traditional Ads product, aimed at e-commerce sites and online retailers.
Smart shopping campaigns display products to customers on all of Google’s online properties, and provide useful insights and trends to help a business understand which of its products are the most popular with customers.
A retailer can set a budget, assign products, add their own creative flair, then easily assess which of their products or services they would like to promote further. This can also help identify products that aren’t selling or are fading in popularity, which could then be used as part of a sale event.
Facebook offers a wealth of marketing options for businesses – particularly retail. If you’re looking to set up a promotional day or hold an event, there’s no doubt that you’ll be making a Facebook Event page and inviting everyone you know. But what if you’re just wanting to reach out to a customer who abandoned their shopping cart online?
This is where Facebook retargeting comes in. According to Wishpond, almost 75 per cent of online shoppers abandon their shopping carts before purchasing, and usually less than 10 per cent of those shoppers will return to complete the purchase.
Facebook retargeting displays ads from recently visited websites to customers, encouraging them to return and complete the purchase. Because retargeting ads are designed by the retail store, this can include a time discount or coupon code that may encourage them to revisit.
Email marketing campaigns work on building an email database of customers and potential customers and sending them communications or special offers directly – this is also one of the most overlooked aspects of digital marketing in 2019.
A great example of this for retail customers is the international clothing giant, ASOS. While ASOS started as a reasonably cheap substitute for the U.K brand, Topshop, it soon gained traction with customers through its vibrant and personalised emails.
Since diving into the world of Email marketing and digital marketing, the company now sends regular, relevant emails to customers with tailored offers and style guides, along with regular discounts to encourage customers to visit the site and make a purchase.
For your digital marketing to be a success with customers, it’s also crucial that you maintain consistency in your brand across your channels. This means both your in-store-offline and online teams must present a unified message and service to customers, otherwise your marketing won’t see maximum success.
At Media Giant, we can provide your business with direct marketing campaigns, ongoing content, social strategies, ads, and more. We’re based in New Zealand, and have a strong understanding of how digital marketing can impact your visibility online.
If you’d like to learn more about our services, or to discuss how we can help you take your business and website to the next level online, speak to one of our team today.