Retail marketers have a challenge with how to allocate spend. With so many channels, platforms and technologies, combined with increased customer sophistication and a crescendo in general media noise, the challenge of how a brand can reach its audience has become more complex then ever. And it will only get worse. However there is a unique opportunity for retailers and their vendors to own the space where their brand and customers can engage.
Edge media, in partnership with the National Retail Association, SKUvantage and Retail Oasis conducted a survey of Australian retailers. They shared how they are dealing with the content marketing challenge, their successes and the challenges they face.
The paper which emerges from this study provides valuable insights, opportunities, ideas and success stories which you can use to get your content strategy in place. Click here to download your copy.
A teaser is below…
The new media landscape
No longer does information flow in one direction from a big brand or institution to an audience of passive readers. The internet has reduced the costs and obstacles involved in broadcasting and distributing content, so these days anyone can get content out. This democratisation has also made content consumption far more active, meaning the audience is able to react, comment and share.
In addition, technology has expanded the number of channels we can use to tell a story. Content output can be in the form of print magazines, brochures, brand books, content-rich websites, digital magazines, apps and videos (including micro-video content such as Vine), blogs, white papers, infographics, e-books, email newsletters, social media channels (Facebook, Twitter, YouTube, LinkedIn, Google+, Pinterest and Instagram) and many others.
The problem for retail brands is that there are a lot of people creating a lot of content across a number of channels—and not all of it is very good.
Earlier this year we commissioned a survey to dig deep into the strategies that Australian retailers are using to navigate the intricate media landscape and capture the hearts and wallets of the ever-powerful consumer. The results paint a fascinating picture of content marketing’s prominent place in the future of retail marketing, with its importance emphasised by the percentage of marketing expenditure allocated by our respondents.
It highlights the content marketing opportunities yet to be fully exploited, with particular emphasis on visual social media channels and video marketing techniques.
It puts the spotlight on the concerns of retail marketers— from budget and time constraints, to smarter content strategies and how to create compelling, personalised content—and then puts forward strategies for dealing with them.
It also looks to the future of retail marketing and highlights the innovations set to revolutionise the retail industry.