The Growing Convergence of Content

Colleen Vaughan

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This is Part Four in a blog series for the How to Leverage Social Shoppers to Tell Stories That Matter Whitepaper.  

In Part Three of this series, we talked about the importance of determining targeted objectives and strategies to lay the groundwork for a truly successful Shopper Social Media program. Now let’s talk about the growing convergence of content.

Retailers increasingly have the ability to tie purchasing behavior to shopper activity outside the store. This means retailers can move beyond offering simple discounts and give their shoppers real value. Which sounds better….5 percent off a purchase for scanning your loyalty card OR a discount and flowers on your anniversary? Your online marketing efforts should increase the quality, not the quantity of conversation you’re trying to have with customers. They are already bombarded with marketing messages. Instead, we need solutions that take existing content activities and make them more contextually relevant and applicable to a shopper’s needs in the moment. Integrating consumers into your content production activities go a long way in achieving those goals.

Your online marketing efforts should increase the quality, not the quantity of conversation. Click To Tweet

Now, how do we reach shoppers in the moment? Everyone is using smartphones these days, and it’s the ultimate aid for shopping. Offline and online shopping activities are converging on each other. This means marketers must create marketing plans that give shoppers informative and entertaining content when and where they want to receive it.

Susan Whiting, executive advisor at Moxie Software, puts it best: “Effective digital customer engagement requires that we leverage understanding of customer behavior to offer not just contextually relevant information, but contextually relevant assistance that helps the customer through the online buying experience.”

To learn more about the growing power of in-store delivered content, click here to download our How to Leverage Social Shoppers to Tell Stories That Matter Whitepaper.  

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