The concept of marketing derives from gathering data relevant to the marketing efforts of a given organization. Analyze the data to accurately and efficiently guide the decision making processes of campaigns. Marketing intelligence assists in many marketing goals to inform competitors, products, and consumer trends/behaviors. Since I work in a retail setting, I’ve noticed the future of retail marketing intelligence conforms to customer journeys transformed by technology. More than ever, especially during COVID-19, consumers demand experiences that are relevant, real-time, and effortlessly from screen to store. Fragmented media and changing behavior caused tension between us as retailers to create consistent, engaging shopper experiences that measure and understand marketing at every touchpoint. A unified view of a customer both online and offline is what an extraordinary omnichannel journey defines. With the evolution of technology, retailers have crafted location-based push notifications and retargeting ads based on in-store traffic. To close the intelligence gaps between channels, retailers leverage data-driven insights that redefine customer’s journeys and drive marketing efficiency, engagement, and conversions. According to Linqua, “while data shows that influencer campaigns are engaging, measuring ROI is tricky. In fact, of the 92% of marketers who find influencer marketing effective, 76% say that the top challenge is determining ROI.” Retail marketers are paying more attention to their digital brand centered around social conversations dealing with the brand. Gesture-driven touchscreens and video cameras are gaining traction of artificial intelligence for consumer insights. Thanks to artificial intelligence, marketers are now able to target customers from a 1:1 standpoint. It’s no surprise that retailers collect vast amounts of data. They are combining offline and online info to use it as a redefining metric result in game-changing data. Even though the technology is continuously advancing, the ability to put pieces together and move to a 1:1 omnichannel approach that delivers intelligence is great for business but not as private for consumers. Foot traffic is just as important as web traffic, so I wonder if brands are deciding to track individuals by car stops for store pick-up since not as people are going inside of stores during the outbreak of COVID-19.
Evolution, Marketing. “What Is Marketing Intelligence?: Marketing Evolution.” What Is Marketing Intelligence? | Marketing Evolution, www.marketingevolution.com/marketing-essentials/marketing-intelligence.
Linquia. “The State of Influencer Marketing 2018.” 2018. PDF file.
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