These past years have been extremely good for e-commerce and any business that makes significant revenues from online sales.
Brick-and-mortar businesses were driven by the COVID pandemic to boost their digital transformation and sell more online. They spent huge amounts on digital marketing channels, despite shaky evidence of digital ads' effectiveness, and, more recently a wider decline in ad spend.
While some people saw great benefits from this shift in 2022, many others spent the second half wondering if they were right. Brick-and-mortar retail's prospects improved as normalcy returned, and customers sought out in-person experiences again.
It's impossible to go back to pre-pandemic levels of marketing, sales, or in any other area. Brick-and-mortar stores can learn from digital counterparts and use those lessons in real life. This is why marketing automation is becoming increasingly important for brick-and mortar retailers' success.
Modern Automation is Essential for Brick-and-Mortar Advertising
The digital marketing revolution opened up new avenues for automation. Digital marketing leverages technology to optimize and streamline various marketing processes, including lead generation and customer engagement. Brick-and-mortar companies have adopted digital marketing trends but the same cannot be said for automating trade-marketing operations. Brick-and-mortar brands need to adopt automation if they want to be competitive and survive with direct-to-consumer brands (D2C). Here are some reasons why.
1. Real-world Data is difficult to find.
It is simple to measure marketing performance in the digital world, as almost every click and impression can be tracked and attributed. Marketing performance in the real world is more difficult to measure. It is difficult to know what performance measures should be taken.
Brand Regulator, a software solution that automates trade marketing for brick-and mortar brands, identified this as the biggest trade marketing problem. Although sales-based metrics are able to give insight into what's working on physical collateral, it is possible for less precise comparisons due to insufficient consumer and market data.
Brand Regulator notes that large brands may be affected by ineffective marketing automation. This can lead to a lack in coordination between regional directors and HQ-based planners as well as retail locations. This results in a poor or obsolete representation of in-market activations. This makes campaign analysis and scaling difficult. Automation is essential for accurate reporting and the collection of up-to-date information in trade marketing.
2. Standard CRMs and ERPs aren't up to the job
Many brick-and-mortar stores view ERPs and CRMs as cheaper, less-expensive alternatives to specialized tools for in-person marketing automation. These solutions, such as Salesforce or alternatives like HubSpot or ActiveCampaign, have their limitations. They aren't bad products, but they are designed for digital marketing and not retail trade marketing.
Brick-and-mortars trying to use standard ERPs and CRMs for trade marketing automation end up with a complicated, time-consuming customization process that rarely achieves the desired results.
3. Trade Marketing Campaigns have Many Moving Parts
PPC, affiliate-based and social media marketing campaigns can be more complex than trade marketing campaigns. Brick-and-mortar marketers need to take into account:
- There were many iterations of collateral (often more than a dozen pieces per campaign).
- Keep this collateral's physical footprint clean (more details below).
- The multistep process of designing and appraising new collateral is one that many marketing departments find difficult to manage internally.
- Management of orders for replacement or new collateral
- Collateral orders fulfillment, from printing to shipping to installation
- Management of trade marketing budgets in the context of a larger marketing strategy (another multistep step process that can overwhelm planners at-home without sufficient resources or expertise).
These and other demands are on your marketing department, so sensible marketing automation isn’t "nice to have." It’s actually essential for your success. Your core team can focus on more creative, complex or difficult tasks and more brainpower by automating repetitive, high-volume functions.
4. Physical Marketing collateral has a complicated and constantly changing footprint
Without robust automation and scalable marketing processes, managing all this is difficult. Add to that the fact your marketing footprint is constantly evolving and it becomes almost impossible to manage all of this using spreadsheets, shared folders and ad-hoc communication.
Basic quality control is one of the most important issues for large-scale traders marketers.
- Ensure that the right fixtures are placed in the right retail locations
- Assuring that they aren't damaged during transit or installation
- Ensure that they are properly mounted according to brand guidelines and marketing team instructions
This requires large quantities of current, detailed photos. Switching from a text HQ system to one that allows you to upload to a shared folder which is accessible to marketing and installation teams can help save hundreds of hours per month. It also dramatically reduces error rates and improves performance tracking.
Brick-and-Mortar marketing shouldn't be so difficult
Although it may seem like the past, smart marketing professionals were talking about 2020 as the end of retail shopping. We now see that there was never an end in sight. While eCommerce saw a surge during the pandemics, we are now experiencing a return to the mean. 2023 looks like brick-and-mortar's return year.
But we cannot pretend that nothing has changed. While the pandemic was a reminder of the importance of multichannel sales strategies, it also demonstrated the immense benefits of digital marketing automation on a large scale. These lessons can be applied to physical trade marketing by brick-and-mortar merchants, even those who are skeptical about marketing automation software.
Marketing automation is a significant investment. It's a worthwhile investment for brick-and mortar sellers, who thrive on building strong and engaged customer relationships.
Marketing Insider Group's post Why Brick-and Mortar Marketing Needs Modern Automation To See Success appeared first on Marketing Insider Group.
Frequently Asked Questions
What should I budget on my first digital marketing campaign for?
It all depends on what type of campaign you want to launch. Your first campaign may cost you between $50 and $100.
Advertising space can be purchased on search engines such Google and Bing. These ads usually cost around $10 per click.
Banner advertisements can be placed on any website. This will help you attract new visitors and bring them back to your site.
You may also be able to hire a freelancer who will design your banners. Freelancers are typically paid between $20 and $30 an hour.
After you've created your first ad you can start tracking the results. There are many analytics tools available for free on the Internet.
You can also manually track data. To collect information about your campaigns, you can keep a spreadsheet where you record each metric (such as clicks, impressions, etc.)
This data will allow you to determine if your campaign was successful.
You can always try other methods until you find the one that works.
Is there any risk associated with digital marketing
Yes, digital marketing has its risks.
For starters, you must ensure you protect your online reputation by being careful about what you say on social networks.
You must also ensure that your content is original and doesn't infringe upon any other intellectual property rights.
If you don't monitor your online presence, you could lose control of your brand image.
Last but not least, identity theft may occur if someone uses your personal details without you being present.
How to Protect Your Online Reputation
- Take Care of What You Share on Social Networks
- Ensure that All Content Is Original, and Doesn't Infringe upon Any Other Intellectual Property Rights
- Monitor Your Brand Image
- Use Strong Passwords
- It is best to not divulge personal information without consent
- Notify Us of Any Unauthorized Activity immediately
- Don't Post Photos Of Yourself Or Others In A Disturbing Way
- Never divulge your social security number
- Keep Up With The Latest News
- Avoid Scams
- Select a Secure Password
- Always Check For Updates
- Don't share too many details
- Don't give out your credit card number without being vigilant
- Don't send money via E-mail
- Fake websites to avoid
- Remember that bad reviews can cause problems for your business
- Check Your Credit Reports Regularly
- Keep an eye on your privacy settings
- Ask someone you know before sharing anything
What is the difference in marketing and advertising?
Advertising is a communication method that promotes products or brands. Advertising usually has a clear call to action, such as “Buy now!” Click here or “Buy Now!”
Marketing is, on the contrary, a way to communicate your company’s mission, vision and values to potential clients. Marketing helps you build relationships with your current customers as well as prospects.
You might use marketing to tell the world about yourself and your products if you sell footwear online. You might talk about your background, philosophy, or commitment to quality. You could share testimonials from satisfied customers. To encourage people to visit your site, you could also create an event that gives away shoes free of charge.
Marketing, or telling stories, is in essence about telling stories. Advertising is about selling products.
How do you build an Ecommerce Marketing Plan
The first step is to define what you want. You should have a range of products and services that are related to your business.
The second step in marketing is to decide how much money you want to spend on advertising and promotions. There may be multiple marketing methods you need, such direct mail and email blasts as well as social media sites and search engine optimization.
Once you determine how much money your business needs, you can develop a budget for each marketing method. Asking an expert in emarketing can help you determine which marketing method will work best for your business. They can help you determine which marketing method is best for your business.
Once you have a plan you can begin implementing it. To make this process easier, you can hire someone to do some or all of the work for you.
There is no need to start from scratch and reinvent the wheel. Be sure to use proven strategies that are working for other online sellers. Before making any changes, make sure to test it all.
It is important to remember that your ultimate goal in eCommerce marketing is to increase profits and sales. Your eCommerce marketing strategy needs to consider both short-term and long-term goals.
We have some eCommerce marketing tips that will help you boost your sales. We hope these tips help you to achieve success.
What eCommerce Marketing Strategy Should I Use?
There are three main types eCommerce marketing:
- Direct marketing
- Search Engine Optimization (SEO).
- Social Media Marketing
Direct marketing means sending emails directly at potential buyers. These emails could contain discounts, coupons, and other special offers. This marketing strategy aims to build customer loyalty.
Search engine optimization works by improving the ranking of your website in search engines like Google, Bing, Yahoo, etc. Your site will appear near the top results for keywords related to your product/service. This will increase your traffic.
Social media marketing uses websites such as Twitter, Facebook, Pinterest, Instagram, YouTube, etc. Your audience to build trust. It is easy to use and free of charge.
Each method has its advantages and disadvantages. SEO is time-consuming and requires effort while direct advertising is easy to do. But if you concentrate on just one type of marketing, you will not reap the full benefits from eCommerce marketing. We recommend that you combine different marketing methods.
You could, for example, send emails advertising your products to rank high in search engine results. You can also advertise via social media and link to your site through those pages.
You can market your eCommerce store in many different ways, as you can see. Pick the best for you and make sure to implement them regularly. Good luck!
What are the 7 steps of internet marketing strategy?
Internet marketing strategies are used to achieve business goals through online media. These steps include research, planning, implementation, monitoring and analysis. Each step is critical for effective internet marketing, and should always be done.
- Planning – This step involves identifying your target audience and developing a plan for how you want to reach them. Consider the product or services you offer, as well as who might be interested.
- Research helps you understand your customer's needs and interests, so you can determine which products or services best match their expectations. It also gives you valuable insights into popular trends and consumer behavior.
- Implementation is as simple as choosing a platform such Facebook and deciding where to put your ads. After you have chosen the platforms that you want, make sure they are properly set up. Also, consider whether to pay per Click or spend money advertising.
- Monitoring – Monitoring lets you see how your efforts are performing. Google Analytics provides analytics tools that allow you to track traffic flows and conversion rates.
- You can compare the results to benchmarks and other performance levels. This step allows you to determine where your areas are weak and how to improve them.
- Optimization – Optimizing a site is making changes that increase its effectiveness in attracting visitors. Your site could be enhanced with new features, or changed in the way that users navigate.
- Evaluation – Evaluate your campaign's performance to see where it is at the moment. Do you see any areas for improvement? If you don't, then you have probably reached your goal. You'll still need to address any issues.
Statistics
- Meanwhile, a PartnerPath poll found that co-marketed ads help 68% of consumers arrive at a buying decision before even speaking to a salesperson. (influencermarketinghub.com)
- In 2017, 34% of marketers cited co-branding as the most effective way to increase the number of email subscribers. (influencermarketinghub.com)
- Today, 81% of brands around the world have affiliate programs. (influencermarketinghub.com)
- A poll earlier this year found that 14% of older Gen Z's had bought an item in the previous six months based on an influencer's recommendation. (influencermarketinghub.com)
- 81% of brands employ affiliate marketing, and eCommerce sites are particularly good candidates. (blog.hubspot.com)
External Links
influencermarketinghub.com
moz.com
- SEO Learning Center Moz
- [Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months – Moz
statista.com
youtube.com
How To
Six Types of Ecommerce Advertising
How do I market my eCommerce store?
Ecommerce marketing can be one of the most challenging marketing tasks. It requires you to understand your customer's behavior, their buying process, and how they interact with your products and services. This knowledge allows you to build an effective strategy to help you reach your goals.
There are six types to eCommerce marketing strategies.
- Product Strategy – This is the first step in determining the type of product that you want to sell online. There are three main types of products: physical goods, digital goods, and membership websites. Once you have determined which category you want, you can decide whether or not to offer wholesale prices. Wholesale pricing means that you set the price at which your products are sold, while retail pricing means that customers pay directly for your products.
- Pricing Strategy – Next, you need to figure out how much you want to make from selling your products. Profit margins, competition and shipping costs are all important factors. When determining your pricing strategy, you should remember two ways to increase profits: lower your cost per sale and/or increase your sales volume.
- Promotion Strategy – This is the fun part! You need to develop a promotion strategy that works best for your business. You can offer free shipping, special discounts or coupons. If you don’t have any ideas for promotional products, brainstorm some.
- Shipping Strategy – After you have determined how to promote your products you must now think about how you will get them in front of people. Do you ship via USPS, FedEx, UPS, DHL, or another delivery service? Will you use a fulfillment center, or do you plan on doing everything yourself?
- Merchandise Management System – Your merchandise management system includes software that helps you manage inventory, track orders, fulfill orders, and communicate with suppliers. There are many options available, depending on what your budget is and your preferences.
- Customer Service Strategy – You need to design a customer support strategy that will work for you business. Do you plan to offer phone support or email? Can customers contact you through live chat, social media, or even snail mail?
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By: Guest Author
Title: Why Brick-and-Mortar Marketing Needs Modern Automation to See Successful Results
Sourced From: marketinginsidergroup.com/content-marketing/why-brick-and-mortar-marketing-needs-modern-automation-to-see-successful-results/
Published Date: Mon, 13 Mar 2023 08:35:30 +0000