Synchronise touchpoints across channels to engage shoppers “at the edge”

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 16, 2020, 1:20 AM UTC

Rethink traditional business models in favour of agile solutions.

This piece states some ways to effectively engage consumers who are “shopping at the edge”, through apps, sites etc. As 60% of consumers state that their favourite brands engage them where they prefer, the author recommends exploring new platforms to be present on.

For example, TikTok is currently testing its shoppable-link-in-bio feature to allow purchases from within the app. Retailers must ensure alignment, across different channels, of products, pricing, inventory and content. Marketers must note that consumers interact with 7.6 different touchpoints per shopper journey.

Businesses must assess their performance and marketing attribution holistically. They must reconsider traditional business, operating and technology models and look towards agile solutions.

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[3 minute read]