For years, public relations professionals have known of the power of brand advocacy. But in the digital age brand advocacy is evolving into the realm and responsibility of nearly every type of digital marketer. Whether you’re working on a search marketing campaign or overseeing a client’s display strategy, every marketer needs to understand and believe in brand advocacy.
The success of a retailer's mobile strategy is no longer whether they offer mobile apps to customers. It's now about creating a single, unique app that empowers customers while extending the brand.
We’ve all seen the numbers of how many people have smartphones, and we know they’re using them to help with shopping. But if your memory is like mine, here is a quick refresher:
• There are over 100 million smartphones in the U.S. and that number is growing fast(1)
• 73% use their smartphones to help with the shopping experience(2)
That means it is no longer “if” (that answer is “yes”) or “when” (“now”) to implement a mobile strategy, it’s “how.” So we’ll talk about “how” to do just that.
The primary key to success is engaging the customer. Offer them something that helps either save money or save time. Or both. And make it part of the natural shopping process – either what they are already doing now or what they will easily shift to doing because it’s easier, more efficient or more effective.
To those ends, here are some high-level concepts to keep in mind:
• Understand your customer. Mobile offers a significant leap forward in understanding what your customers want to buy and what they are interested in. This can be demonstrated through intelligent shopping lists, products searched for and products scanned.
• Communicate with your customer at every decision point. Since you know their interests,... Read more