Brands face more competition than ever during the year’s biggest shopping periods to get consumers to consider them and their products. Yet there are a host of insights they can harness to give themselves the best chance of being noticed.
In this video webinar, we debate the role of emerging technologies in helping brands to reach shoppers at key moments.
As part of the Future Marketing Organisation content series in partnership with MiQ, Marketing Week special projects editor Michael Barnett presents a panel debate featuring Notonthehighstreet’s performance marketing director Emilie Mouquot and MiQ client strategist Anthony Hess.
Among the key takeaways are:
- Data and insight into shopping behaviour can come from a variety of sources, including some that are free and publicly available, while product brands and retail partners can realise huge potential by sharing insights for mutual benefit.
- Discounts aren’t the only way to attract consumers at key shopping periods – for example Black Friday and Christmas. It’s also a question of getting the offer and the message right, and planning your marketing carefully so you reach the right people at the right time, rather than trying to fight for share of voice.
- There’s no one-size-fits-all strategy for maximising engagement with shoppers during busy sales periods. Segmentation and targeting remain crucial, with consumers always making their decisions based on a variety of motivations and personal interests.
- The data protection rules brought in by GDPR mean marketers need to be much more careful and risk-averse when it comes to personalisation. While tactics such as geotargeting may be appealing, brands always need to be sure they are acting with the right consent from consumers and should ask if they can achieve just as good results while minimising the use of personal data.
Watch on-demand now to find out more crucial insights for the Christmas period and beyond.