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Key areas of focus for retail advertisers in 2020: Cross-channel strategies and delivery models

Data: 2020 m. vasario 10 d.

Now that we are into 2020, there will no doubt be many metaphor-infused mentions of vision, sight, and awareness. In the world of advertising, foresight is just as important as hindsight. Being able to predict future innovations and consumer behaviours means keeping on top of not only late-breaking industry news and cutting-edge innovations, but also knowing what lies further ahead in the digital advertising space.

 

We’ve taken the pulse of the industry and identified five things that every retail advertiser should know this year.

 

Grey markets

 

A grey market is the legal sale of a product outside of the manufacturer’s preferred distribution channel. This is in contrast to a black market, where a product’s very creation is outright illegal.

 

While the sale of grey market products isn’t prohibited, as a retailer, you’d probably like to ensure that your competition’s playing fair and according to industry customs and standards. Furthermore, grey markets are simply bad for retailers, from loss of revenue to lack of control over who sells your products.

 

Although completely eliminating global grey markets is an ongoing battle, you can take certain steps to minimise the impact of grey market sellers.

 

  • Follow the rules: Determine what the rules for your region are and make sure you’re not breaching them
     
  • Implement smart tracking practices: Assign different model numbers to the same item in different countries, even though the functions of the item are identical. This way, you can more easily pinpoint when something’s being sold on the grey market
     
  • Understand publisher options: Google, eBay, and other platforms allow you to submit a request to remove ads for a grey market product that violate copyright or trademark laws

 

 

Reviews and ratings

 

 

Most businesses know that online reviews are important. What’s a bit more challenging is how to maximise the number of positive reviews and ratings, and to keep them once you have them.

 

 

To encourage positive reviews, be sure to:

 

 

  • Know where the reviews are: Make sure you have a presence on all the sites that are relevant to your business and monitor them regularly
     
  • Ask your existing customers: Be direct and create a campaign, including a tracked link to the review page, designed to generate positive feedback
     
  • Share positive reviews to social media: Positive feedback is a great way of boosting brand awareness and presenting your company in a good light
     
  • Quickly respond to negative reviews: Getting back to the negative reviews with a positive message shows them that you take customer satisfaction seriously. Answering with understanding and compassion can often calm an irate customer, and they may even delete their negative post
     
  • Test to see what works: As with all things in digital marketing, test, improve, and repeat

 

Alongside encouraging positive reviews, ensuring your reviews remain relevant and positive is also highly important. You can do this by maintaining regular contact with your customers and continually providing a top-notch service.

 

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