With the recent COVID-19 pandemic negatively impacting businesses and people in many countries, it is no wonder that many of these companies are turning to digital marketing for a boost. In Australia, for example, the unemployment rate rose from 5.2% to 7.5%, making it imperative for businesses to adopt digital marketing strategies to stay competitive. Many businesses have adapted to the changes by developing effective online channels. Social media marketing, search engine marketing and ecommerce have become popular selling channels.
Despite the challenges associated with implementing a digital marketing strategy, brick-and-mortar stores offer an increasingly compelling business case. They are often more than just brick-and-mortar stores – they are also an events space, gallery, clubhouse, or museum. In the case of Birchbox, the store features a beauty salon and a nail bar, and touchscreen devices allow customers to create bespoke beauty boxes. Digital marketing can help these bricks-and-mortar businesses make better use of these spaces, while generating valuable insights into the customer experience.
Although brick-and-mortar stores may be the most traditional form of retail, shoppers’ expectations are changing. Retailers are seeking a personalized experience for customers. Digital marketing helps them meet that need by giving them relevant content. While retailers are cautious about data collection, some have tried sending notifications to customers’ mobile devices when they are close to their stores. However, it is important to be wary of how digital marketing can influence offline shopping.