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BizReport : Advertising archives : September 23, 2015

Top 3 tips to determine where retail ad dollars should be spent

Opportunity is here, online retailers only need to know where to look for it. That, according to one expert who says consumers' demand for getting their products right now means dollar signs for ready retailers.

by Kristina Knight

Kristina: Some reports show online sales are now out-pacing in-store. How can retailers ensure they are taking advantage of the increase?

Mike Iaccarino , CEO and Chairman, Infogroup: Many retailers still struggle to obtain a 360 degree view of their customers because of the resources required to capture, clean, process, and update data. Brands that are successful are leveraging purchased data to understand category purchase behavior to better comprehend and capitalize on those moments they can reach their consumers when they will be the most receptive to their brand message.

Retailers need to find a marketing and technology partner that specializes in turning data into relevant marketing communications that not only leverages the data they already have, but can also verify and augment the data with missing contact, demographic or psychographic information to more successfully reach them/engage them.

Kristina: What about advertising?

Mike: The key to knowing where to advertise lies in understanding how and where your customers shop. A marketing team equipped with an understanding of where and how their target consumers shop, paired with verified contact/ demographic/psychographic information for these potential and existing customers, sets the team up for success in marketing both online and offline, cutting ad spend waste and better driving sales via both sales channels.

Kristina: How can brands use print ads to engage customers?

Mike: With the use of big data analytics to better understand customer buying habits, preferences and purchase histories, brands are still using print ads to effectively target the right audiences with the most engaging messaging and strategically place their ads to catch attention in the right locations. Print ads can be a great way to grab the attention of consumers at the first stage of the customer lifecycle when they are first learning about the brand, or in later stages as a reminder to use their products or services -- especially when they have seasonal offerings to promote. What's important with print ads today is to include a call to action that pushes consumers online and encourages them to engage with brands on social.

Kristina: What are your top 3 tips for retailers to determine which market will be their best investment?

Mike: 1. Know your audience (where, how and when they shop)
2. Understand what messaging will engage them most and how to customize that messaging to each channel
3. Learn their most trusted sources for information -- is it the local newspaper or their favorite mommy blogger that triggers a purchase for them when given a purchase recommendation through that outlet?

Image via Shutterstock

Tags: ecommerce, ecommerce ads, ecommerce advertising, Infogroup

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