In one of my most recent post I spoke about the importance of marketing on Twitter. I also discussed ways that marketing on Twitter can help and harm a company or brand if not utilized properly. With the fact that I am interested in the mixing of the entertainment and fashion industries by form of a retail boutique. I found an article in one of the magazines that I subscribe to Chain Store Age which can be found at www.chainstoreage.com the article was titled "All A'Twitter" and was focused on social media and its importance for retailers. In this particular article two companies got together to survey where retailers were trending in terms of social media engagement and communication tools.
The article states that though Facebook and Twitter are ranked amongst web and mobile advertising sector it will not surpass proprietary databases or customer infinity programs. It is important to mention that the survey returned results indicating that half of the retailers surveyed believed that the old way of communicating with customers worked just fine. While the other half of the retailers believed that frequent shopper programs, opted-in databases, web advertising, and Facebook are amongst the most important forms of communication. It would be great to see at the end of a year or two the balance sheets and new surveys of both sides to show how the percentages changed.
Mobile advertising and Twitter are expected to see a rise in retailer use, this is where the greatest increase will be seen. Though many retailers will join the social media trend many still have direct relationships with their customers as their main focus. It was amazing to see that of those surveyed that it was mainly the specialty retailers were more likely than all other retail category respondents to say web and mobile advertising were important forms of communication. The larger department stores see direct mail as the most important form of communication. Though web and mobile advertising are rising on the list frequent shopper programs remain on the top of the lists.
I felt that this article was very helpful in finding out how the importance on various forms of advertising are ranked across the retail spectrum. I think that the survey would have held a little more value if it would have surveyed the retailers and the customers. This would show the differences each side held on how they view advertising.
Boccaccio, K. F. (2011, October). All a'twitter. Chain Store Age , 87(7), 23-24. DOI: www.chainstoreage.com
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