Online marketing strategies in a down market, retail

Retail sales have dropped significantly - by reference into this amazing article by Bloomberg.com. This is a challenge not only for bricks and mortar stores, but retail e-commerce sites as well. Consumers dealing with impossible time coming economic data, and the surprising news that U.S. unemployment rates are at a 14-year high of 6.5%, is putting the crisis not only on how much money consumers choose to spend , but who will be shopping with as we approach the holiday season.

Excerpt from Bloomberg:

`` The Christmas season seems to be the worst in memory, you should go back at least to the period '81-'82 recession,'' Ken Perkins, president of research firm Retail Metrics LLC, said today in a Bloomberg Radio interview. `` You're going to do above and beyond to stimulate the consumer to come into your store this year.''

Not only the physical retailers have to "do above and beyond to stimulate the customer to come to your store this year," online retailers are facing the same challenges as well. This is now beyond the "competition" for online retailers - approaches this war tactic to collect dollars of consumer spending online. In these terrible conditions, we try to explore what online retailers can do to facilitate success, while maintaining marketing tactics to a reasonable rate of expenditure, open a new channel in which the market and, most importantly, ROI:



Embrace social networking community

Research suggests that about one third of large U.S. retailers are actively participating in social networking communities, such as Facebook.com. This raises the question - why are not the other two thirds to use this new medium to communicate to potential consumers? It is a lack of knowledge, fear of the unknown, fear or cheapening a "brand?" Only the stores and brands that can answer these questions, but I'll give a very strong argument as to why they should - is a free platform for tactical marketing. Where out-of-pocket funds are needed is to collaborate with an interactive marketing company with a full grasp of the medium is in collaboration with E-Commerce skills.

If you focus only on Facebook (to start), you are watching an audience "caught" more than 36 million visitors to the United States alone. This is a site which is ranked 5 th place of the busiest sites on the Internet according to Alexa.com. How retailers can afford not to look at an opportunity like this?

Facebook is not for kids. Facebook is not just for college students. In 2008, the new Facebook users flocked in droves. CEOs, moms, dads, people rekindling friendships, and many other different demographic profiles are using Facebook on a daily basis.

The ideas are exchanged. The discussions were facilitated. Opinions based on input from colleagues are forming. Chances are, your business or brand is already present in the massive flow of conversation and exchange of information. Do not participate in social networking communities like Facebook, you're simply not doing your job as a marketer online for your full capacity.

Steps to a successful presence Social Network:

1. Give the users what they want - not what you want them to want.

Consumers in these economic times are basing their purchasing behavior on the value proposition alone. Forget the brand, forget the cache 'of a store name - it all comes down to the value proposition. It should not be interpreted as a marketing tactic - it is a harsh reality that consumers have very little in terms of discretionary spending this year (and next in the best case). Instead of keeping his hand out for revenue, extending his hand to assist users with wise purchasing decisions, and ways to spread their spending limited to the fullest potential. More "give back" to the community, the more you will be embraced.

2. Go Viral with little effort

As you return to the community, the community responds by telling the group of their peers what they like and dislike. Positioning the sales of the products from the point of view of the value proposition is not only present, but informative. The information is viral - people want information, not marketing slogans. As information is spread out, users of the community show a tendency to distribute the information further, far beyond your direct reach.

3. Reusing existing Creative Assets

If you are an online retailer, you most likely have a large amount of imagery and messaging that can be reused to create your profile. After your profile is established, continue to update it frequently as you make your web site, to give people a reason to come to visit you more often.

4. Start a conversation with your consumer base

Social networking is not a traditional channel online marketing by any means. It 's imperative that a two-way dialogue is established from day one. Again, when you "give" to the community, the more the community will give back. Have thoughts about your products. Ask for ways to improve customer service. Encourage dialogue on a topic that relates to your business - but that it extends beyond just your company. People love to express themselves, like when others take their ideas and opinions into account, and appreciate those who take the time to facilitate this dialogue.

5. Sell ​​your products with the touch

Marketing in an environment of social networking is a careful balance to inform users of the value of your products, no hard sell. With a private sale / discount code for users of the community encourages conversation as it becomes a special offer just for them, and if convincing enough, take on enough so that the community is spread the promotion to their friends. And, and on, and.

Facebook is just one example of the many social networking sites that offer tremendous value for marketing and brand shops. Your investment is time, not dollars hard. Social networks like Facebook are giving retailers the unprecedented scale and very personal users. Take advantage of this opportunity, but remember - not groped to benefit the community. Those that push marketing tactics after making a hard later discover that the reaction from the community is negative, and the viral nature of these networks and communities are not to be underestimated when it comes to share exactly how they feel to do business with you their friends and family.

In closing, do a good strategy for social networking, look to partners who truly understand retail on-line and this new marketing tool. And 'your online reputation is essential to run your new efforts without problems, because there is absolutely no room for error where conversations are held constant. Experts interactive agencies provide a way to provide your business with a seamless transition of the mark for the online community through communication strategies, programming languages, special markings for maximum visual impact, and ongoing strategic tactics to ensure that brand integrity is assured .......