In the face of an e-commerce take-¬over, brick-and-mortar retailers are failing to attract Millennials into stores while marketing gurus instruct retailers to make experiences feel “personal” and “convenient.” However, these are surface level tactical recommendations rooted in common sense. Industry experts have overlooked a much more compelling emotional insight: it is clear also that the idea of togetherness, teamwork and support are important to this group.
CRMC Newsletter Top Stories – 2013
Technology is transforming marketing once again. Although up to this point, most of the impact has been tactical, over the next decade or so there will be a major strategic transformation. This will be a much harder task because we will not only have to change what we do, but how we think. It also means that marketers will have to create a genuine value exchange. Like it or not, we’ve entered a post-promotional paradigm.
‘Sawubona’ means “I see you.” It means that I recognize there’s another person present. The “person” isn’t just anyone. It’s you, wherever you are, with all your particular likes, friends, connections, followers, memberships, hangouts, interests and so on. As you sit there and think about it, the world suddenly becomes a little more friendly and intimate. You tune into social media to discover that the world is populated by “people like us,” “people we’d like to meet” and “people we’d like to be like.” We can engage with or eavesdrop on most of them, openly and with their permission, whenever we want.
The Future of Business is being defined right in front of our eyes. Massive changes brought on by the internet, social media and mobile technologies are transforming business models faster than our ability to keep up. All these forces are leading to an unprecedented amount of change in the way we interact with our customers. At the individual level, as consumers of information, products and services, we are all empowered to dramatically change the very nature of the way we interact with the brands we support…
With the sheer abundance of social media sites, retailers have a variety of ways to connect with their shoppers. But for those who truly want to engage with their customers, stores are going beyond Facebook, Twitter, and Instagram to create e-communities of their own. Engaging consumers online can have far-reaching effects, as fans become “vital brand advocates” — serving to boost brand perception, and also offering insights that can transform buying decisions…