Whether you’re running an omnichannel retail business, a pure-play online retailer or a brick-and-mortar store, digital marketing is a critical tool for driving sales and creating customer loyalty. In this article, we’ll explore some best practices for using digital marketing for retail from creating a data-driven customer journey strategy to optimizing campaign performance across the full spectrum of digital channels.
The importance of digital marketing for retail is clear: savvy consumers are looking to purchase products online at every opportunity. The ability to meet this expectation will help your brand remain competitive and relevant as the retail industry continues to evolve.
When it comes to digital marketing for retail, the key is targeting your campaigns to shoppers at just the right time. Putting your ads in front of shoppers when they’re actively considering your product type increases the likelihood of conversion. Digital marketing can help you target shoppers based on a variety of criteria, such as shopping habits, personal interests and even their browsing history.
When it comes to digital marketing for retail, metrics that matter include click-through rates and engagement. However, simply aiming for these metrics may lead you to optimize your campaigns towards the wrong goals, which could have a negative impact on your ROI. Smart retail marketers use the data that is available through digital marketing to target their advertising at just the right shoppers, delivering highly-personalized messages via email or other channels. A unified customer profile (UCP) provides the foundation for this, enabling retailers to create personalized digital experiences across multiple channels.