Retail Observer

RETAILOBSERVER.COM AUGUST 2022 52 A t AVB Marketing (AVBM), we offer a full range of solutions to help BrandSource dealers achieve a true omnichannel presence. But in a marketplace filled with literally hundreds of digital channels – hence the term "omnichannel" – it's important to identify the most effective ways to connect with a target audience and capture demand. In the June issue of The Retail Observer we covered search and social in all its forms. In Part II of our omnichannel primer, we will discuss several additional channels that are core to most digital marketing strategies: content marketing, first-party data, SMS and email. CONTENT MARKETING It's been said before and it's worth repeating: content is king. Content marketing takes many shapes and forms depending on the industry. Video, eBooks, buying guides, infographics, images and blogs are all types of content that are commonly used to help educate and inform consumers of what a business can offer them. A content creator looks to help consumers progress down the marketing funnel all by themselves. As Jazmin Garcia, AVBM's digital content writing manager, said, "Our job as content marketers is creating valuable and relevant content to garner the interest of would-be consumers and, ultimately, drive profitable action for BrandSource members. Our content can range from top-of-the-funnel design inspiration blogs to bottom-of-the-funnel product reviews." It's important to note that content marketing is a long game; it doesn't drive immediate benefit but can provide a huge amount of traffic and conversions as time goes on and it establishes its value among consumers. FIRST-PARTY DATA CHANNELS With the rise of consumer privacy laws in the E.U. and U.S., first- party data is the new marketing gold. Carefully cultivating lists of consumers who are interested in a business's brand and products will be a primary focus for future success. At AVB Marketing, we focus primarily on SMS (text) and email. Both channels have smaller volumes in terms of traffic but pack a wallop when it comes to generating revenue. Text and email are more efficient because you are marketing to people who have already indicated their interest in the goods and services you offer. As Chris Swift, AVBM's Director of Digital Strategy, said of first-party data channels, "The simplicity and power of the automated one-two punch that is SMS and email marketing drives online and in-store growth for the digital-first retailer, big and small." SMS MARKETING Text marketing is a fantastic tool for growing that first-party data list. By offering something compelling, the retailers get users to provide their personal data. Some BrandSource members are currently seeing a 6,000% ROI in 60 days via this channel! However, an important element of SMS marketing is to be judicious in how the data is leveraged. The consumer has trusted you enough to provide you with their phone number, and a quick way to break that trust is by abusing this channel. EMAIL MARKETING Along with SMS marketing, email is a first-party data channel that all merchants need to develop, albeit with an eye on consumer privacy laws. A carefully curated email list of consumers who are offering up their emails willingly for something in return will help retailers identify individuals who are already signaling that they are qualified leads. What's more, email drives 40% higher online AOV [average order value] when used in tandem with other digital tactics, Swift added. TYING IT ALL TOGETHER Whether retailers go all in and invest in every channel, start with a few and build over time, it is now more important than ever to have a strong online presence. OMNICHANNEL MARKETING: PICK YOUR PLATFORMS WISELY Match the channel to your target audience to maximize impact William Glade B2C Marketing RO William Glade is director of SEO & analytics for AVB Marketing, the advertising, e-commerce and digital marketing arm of the AVB BrandSource buying group.

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