In my last article, I brought up the importance of your brand presentation in the digital marketplace. The requirements of your business, and your brand, have changed as digital media channels have proliferated. Your brand presentation needs to be consistently recognizable in all media channels, including the new and evolving online channels. Now is the time to review your brand to ensure it is both strong enough and versatile enough to represent your business in the omnichannel world.
Here are several fundamental brand concepts for review.
Brand is Back Remember when brand was such a buzz word? It was around the time we moved into the new millenium. There were a multitude of articles and seminars about brand and I noticed that many design agencies were adding “brand” to their company name. After that came the financial crash and businesses hunkered down to assess and refocus. As the smoke cleared and we adjusted to the new normal, businesses moved their attention to advancing their media technologies, developing better websites, and figuring out how to effectively use the new online marketing channels. “Brand” has been replaced by “online” and “digital” in agency titles.
UsingAllYourOmnichannelOptions Omnichannel Services In this third and final article in the Omnichannel Retail Shopping series we will review the omnichannel services that retailers should consider providing. The big brands and box stores are now developing and offering many new services and consumers quickly come to expect them. These services are designed to maximize the customer experience in all channels and remove any obstacles or hesitations when making a buying decision. The goal is to make the purchasing process as seamless as possible.
The Customer Experience What They Want, Where They Want Today’s consumers are shopping for what they want, whenever it is convenient for them, using many marketing channels, both online and offline. While we know that consumers are researching, reviewing, and selecting products online, we also know that they still purchase most products in person. Last month I noted that 90 percent of consumers still purchase products in person (Forrester Research). This provides many opportunities for retailers, they have the power to interact and influence consumers one-on-one in their store where the consumer can see, touch, and interact with their products.
Ninety percent of consumers still buy in person. When it comes to shopping, there is a lot of talk around ecommerce, online consumer targeting, social media, and more. But even with all this online activity, data shows that 90 percent of consumers still purchase products in person (Forrester Research). We are seeing that even though consumers go to a brick and mortar store to make a purchase, it does not mean that they visited the store to research, review, or select the item for purchase. The consumer’s purchasing habits have evolved to include all channels for shopping, and the process for choosing an item and then buying it, have forever changed.
Stevens 470 Marketing + Creative has launched MarketingWorks, comprehensive educational programs for business owners, marketing professionals, entrepreneurs, and key marketing staff. The programs teach individuals and organizations to utilize current media channels and digital marketing strategies to build their brand and grow their business.