Online Marketing: Pushing the Online Envelope
Sometimes, when challenging my clients to think innovatively, I pull out Scrabble and take out two powerful letters, the E and the R. I then ask brand leaders to brainstorm words using those two letters as prefixes and suffixes.
We make lists like these: REfresh, REinvent, REinvigorate, REpurpose, REmind, REmodel, REengergize and others such as strongER, easiER, quickER, slowER, kindER. Then we spend our time using those words as prompts and lenses to examine our existing marketing strategies and see how we can go one better: One better than where we are now, one better than the competitive offering, one better than our customer expects. It's our jumping off point for deeper strategic thinking, for pushing the envelope, for getting us out of our comfort zones.
It's apparent that a few "RE" concepts are top-of-mind for many marketers these days. Marketing tactics like retargeting and remarketing are being employed in order to get customers to rethink about the brands they once searched or bought from. These tactics, if used properly, can remind customers about a purchase (or abandoned purchase) and incentivize them to take action, or to take even more action.
Pushing Customer Needs
Companies like Pinkberry yogurt are using online tactics like email to boost their loyalty programs by driving downloads of mobile applications via email. Others, like King Arthur Flour, let customers who order online know just how many more products they can add to orders without increasing shipping charges. Both of these smart marketers put their customers' needs first and challenge themselves to make their brand experiences more helpful, useful and relevant to the niches they serve.
"Companies have to continually up their online game and stay one step ahead of their customers' needs. From retargeting email campaigns to reinvesting in lapsed customers, it's important to continuously interrogate the database to develop relevant (and profitable) marketing opportunities," shares Hemisphere Marketing President Gina Valentino about these types of practices.
Andrea Syverson is the founder and president of creative branding and merchandising consultancy IER Partners. For 20+ years, Andrea’s joy has been inspiring clients with innovative approaches to branding, product development and creative messaging. She’s the author of two books about brand building and creating customer-centric products that enhance brands: BrandAbout: A Seriously Playful Approach for Passionate Brand-Builders and Merchants and ThinkAbout: 77 Creative Prompts for Innovators. You may reach her at firstname.lastname@example.org.