Is it ever easy to identify the source of customers? More sales channels + more marketing channels=less clarity. Where should we invest? How should we invest? What is the route to a unique location with a clear benefit for the customer. The journey will be multifaceted, but each aspect needs to clearly direct the traveler. All methods of transportation (print, digital and physical) need to send the same signals to reaffirm the story of the brand. The clear message is the customer wants to be reached how they want to be reached…which can be different every day. Something in the mail, a tease in social media, inspiration from a visual presentation online or in person…all of these play into decision making.
Digital sign posts are the newest tools in driving traffic. Much is to be learned there. Flashing an image of an item viewed on a site in future content feeds for weeks is not effective. If a product was researched more than a week ago, the selection has been made, the transaction has been completed, and the customer has moved on. Boring customers with redundancy does not maximize the fluidity of digital, print or physical marketing and merchandising. The challenge is the combination of logic and magic. Always has been…catching the eye of the very busy consumer in the best way for them. Collisions of billboards(pop up ads in content), horns (social media ads) and vehicles (emails) based on redundant images and price wars are not getting it done. Refresh and delight.
Thank you, James Taylor! https://www.streetdirectory.com/lyricadvisor/song/ppwlpw/traffic_jam/