Consumer electronics marketers: March Madness offers you a perfect opportunity to make your own slam dunk with customers by putting dynamic creative to work for you this month.
I recently spoke at a forum in San Francisco in which the conversation was heavily focused on mobile payments and marketing. Attendees included folks from digital media, social media, mobile advertising, mobile payment providers and technology providers, yet it struck me that with the diversity of attendees at the event, there was not one retailer present.
Misconception: The Physical Retailer is Obsolete
There are plenty of reasons why retail is still a valid business. To start, brands are still invested in the retailer, and despite the buzz about eCommerce and mCommerce, brick and mortar locations continue to drive the majority of retail sales. Brands demonstrate their commitment to the retail channel by continuing to invest in steady and robust trade promotion budgets, and even online retailing veterans like Amazon have announced plans to open brick and mortar stores. The retail business tends to follow customer preferences and consumers still prefer the in-store experience when making purchase decisions.
Because most transactions are completed in-store, retailers own the vital data that is critical to understanding consumer behavior and the impact of almost any marketing or merchandising initiative, including digital marketing. As CPG and retail brands increase their digital and mobile advertising budgets, retailers can play... Read more