Offline to online. Online to offline. Today’s consumers live multi-dimensional, multi-platform lives –and their buying behaviors reflect that same complex dynamic. In many ways, retailers are now racing to catch up.
karl lagor's insight:
in the article it quotes “ the insights you need to optimize your online offline mix are in the data your collecting.” What sources of data?
Are online and offline companys efforts to shift more towards a clicks and mortar approach to increase revenue, brand awareness, brand equity, market share...
The article does not give much insight into marketing communications which help implement awareness of the products on offer online or instore or how to engage customers to visit a website or store, but does mention the invaluable ( and enormous) value of instore experiences and connecting with customers is invaluable when done right. Offers no insight on how to achieve this.
The article is more about using data to understand your customers. Tracking progress and analyzing results will help in developing a well planned marketing strategy, and good planning requires optimizing a mix of online and offline tactics. Is this applicable to all goods or services sold?, Do all business’s require an online and offline mix?
Customers are demanding very different kinds of relationships with companies. Here are some ways to jump-start customer engagement across your organization. A McKinsey Quarterly article.
karl lagor's insight:
The article covers how companies are trying to improve customer engagement in integrated ways. It is surprising that there is scepticism from senior executives about marketing’s place in the current environment because of the lack of ROI data. Within the new environments there are new ways to reach and engage with consumers and marketers provide a pivotal role in developing and implementing strategies and systems to achieve this.
The five steps seem like a good way to improve customer engagement. Steps 1-3 make sense for large organisations with many divisions, but may be too excessive for many SME’s to implement given the size of some companies. Creating a listening center to monitor social and other media for any mention of the organisation enables a quick response to anything said. Negative mention of an organisation through the media can have a negative impact on the business.
Step 5 is a brilliant way of explaining how and why money needs to be redistributed to implement the 5 steps, and argues why such decisions should not be based purely on projected financial returns very convincingly.
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