It’s about where your people are and what they want. It’s about the ones who pay to get it. It’s about effective marketing.
Recently, Trendwatching released a brief on (R)etail (R)evolution that highlights four ways that e-commerce is transforming including the bridge between the online and offline experience. What’s online becomes a part of our offline shopping with tools like:
- QR Codes: cell phone users can scan for more information including special discounts, and
- Digital Coupons: online subscribers can download and use in the store.
This can be exciting but that depends on how you use it.
Change Is Good, If It’s Smart And Efficient
Upgrading the way your clients interact with your business has a lot to do with what THEY want. You don’t have to wait for complaints to make wise adjustments. But you do have to watch how they shop and how they respond to you and other companies and services like yours. You can get that information by observing and by asking.
Every update to your business and your marketing should serve a specific purpose; because effective change is not about copycat or bandwagon behavior. It’s about what actually works.
Whether Website or Social Media…
You need to understand the reason for developing and using it, and you need to understand the goals. Any marketing expert that you hire should be able to explain it in a way that you get. You may not understand the details but you should get the big picture, before you dive in.
Are your people on Facebook, Twitter, LinkedIn? If they are, then what are they talking about on those networks and can you organically join the conversation? Are your clients avid mobile users? If so, you may need to pay attention to their mobile shopping habits and make some tweaks to your web and mobile presence. Is your audience text happy? If so, start looking for a way to join that conversation. Start crafting a message and making an offer that your people would be happy to receive.
You have marketing options, but it begins with you understanding who your people are, what they want and where they go (online and offline). It begins with you, then your team.
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