Seeking Alpha ran an interesting article last week on February online spending. Here is a great summary quote:
“The online economy is reflecting what is happening in the broader markets,"said John Squire, chief strategy officer for Coremetrics. "Consumers are being increasingly selective about when and where they make their online purchases, which means that we can’t expect the online sector to power us out of this recession overnight. That’s why retailers are becoming more analytical about launching marketing programs that aggressively target consumers with personalized, relevant promotions designed to get them to open their wallets."
“The online economy is reflecting what is happening in the broader markets,"said John Squire, chief strategy officer for Coremetrics. "Consumers are being increasingly selective about when and where they make their online purchases, which means that we can’t expect the online sector to power us out of this recession overnight. That’s why retailers are becoming more analytical about launching marketing programs that aggressively target consumers with personalized, relevant promotions designed to get them to open their wallets."
I couldn't agree more. Yes, times are tough. Yes, you need to be a wise steward of your resources. However, the answer is NOT to maintain status quo and avoid new purchasing. Instead, take a look at your marketing mix and determine how to aggressively target customers with personalized, relevant promotions to get them to spend money. The answer probably is not to spend more - it is to spend differently.
By the way, ExactTarget offers a suite of tools and email marketing tips geared towards retail marketing communication including email, SMS, and voice. A great place to start would be to learn more by downloading ExactTarget's email marketing almanac.
By the way, ExactTarget offers a suite of tools and email marketing tips geared towards retail marketing communication including email, SMS, and voice. A great place to start would be to learn more by downloading ExactTarget's email marketing almanac.
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