Shopfloor FOCUS: DIGITAL MARKETING Retail r boot: tail reboot: 50
Today, digital retail marketing is crucial for brands to connect with their customers. It means creating attractive online experiences that show products, build trust, and boost sales. It can encompass social media, search engines, emails, and online stores to, most importantly, help brands reach customers where they spend their time. In short, it’s an unavoidable tool for retailers looking to broaden their
reach and communicate more effectively with their target audience, and crucially can greatly increase a retailer’s visibility and revenues. Furthermore, a well-considered digital marketing strategy allows small and medium-sized retailers to take on much larger competitors, even with limited resources. Small-budget retail marketers can conveniently promote their brand globally and reach consumers across the nation with ease. Talking of small budgets, one of the easiest and cheapest gateways into digital marketing is social media. Social channels can and should be used
Callum Puffett, Digital Marketing Manager at Gekko, looks at some of the tools that can be utilised to help retailers of all sizes get a foothold on the digital marketing ladder to help improve their brand visibility and, most importantly, drive traffic.
by almost every business, especially by ones wishing to talk to consumers, but their effectiveness varies depending on how they are utilised. Research conducted by LOCALiQ surveyed more than 500 businesses on the importance of certain tools; for social media marketing the survey stated that 40.3 per cent of businesses find it somewhat important, with 46.6 per cent indicating it is very important. This is also shown in their spending, as 31.3 per cent of businesses will spend between £1,000 and £5,000 on social media advertising, with another 22 per cent spending more. These social media advocates appear to be most heavily invested in Facebook, allocating 24.4 per cent of their budget to the platform, followed by X (formerly Twitter – 16.4 per cent) and Google (13.8 per cent). In terms of the Return on Investment, when effectively utilising the tool it was shown that 73 per cent of marketers find social media marketing to be cost-effective with the average ROI for social media ad campaigns being 250 per cent according to (The Goat Agency) (MarketingScoop).
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