Você está dividido entre o marketing online e offline. Como você decide onde investir para o seu negócio de varejo?

Online marketing offers precision and analytics that offline channels often can't match. Tools like SEO and pay- per- click ads let you target specific groups with tailored messages. You can track user engagement for valuable insights and adjust your strategy in real time. Plus, online marketing is usually cheaper, making it accessible for businesses of all sizes.

Online marketing provides a broader reach, allowing businesses to connect with a global audience at a fraction of the cost of traditional methods. Online marketing is also highly measurable, with real-time analytics that help businesses track the effectiveness of their campaigns and adjust strategies quickly. The ability to target specific demographics, interests, and behaviors ensures that marketing efforts are more focused and relevant. Additionally, online marketing is flexible, enabling businesses to easily update content, launch campaigns, and engage with customers through various digital channels such as social media, email, and search engines.

The major advantage to marketing your retail business online, is that this is where customers are. Besides the massive engagement numbers for social media, the reality is that e-commerce continues to grow. According to research by Forbes, over 20% of retail purchases this year will happen online. And by 2027, that's anticipated to hit over 23%. 1. Cost of entry is low to online marketing. 2. Shoppers are already there. And at the end of the day, everything you try online will have data attached to it so you can pivot your strategy as you go.

Lembro de uma vez que estávamos testando uma nova campanha online e, em questão de horas, conseguimos ajustar a mensagem com base no comportamento dos clientes. Essa agilidade é incrível, mas o interessante é quando usamos esses dados online para dar informações para o vendedor na loja física atender e vender melhor para o cliente na loja física. Aí o atendimento, realmente, omnichannel.

To decide between online and offline marketing, I'll analyze my target audience's behavior, consider the strengths and weaknesses of each channel, and evaluate my budget and resources. I'll assess the effectiveness of past campaigns and conduct A/B testing to measure ROI. By understanding my customers, leveraging data-driven insights, and creating a balanced marketing strategy, I can optimize my investment and achieve maximum impact.

Offline marketing offers unique advantages that online marketing cannot always replicate. It creates tangible, physical connections through methods like print advertising, direct mail, billboards, and events, which can leave a lasting impression on consumers. Offline marketing often reaches audiences who may not be as active online, expanding a brand's visibility to a broader demographic. It can also build trust through face-to-face interactions at events or through high-quality printed materials, which can enhance a brand's credibility. Additionally, offline marketing tends to have a longer lifespan; for example, a magazine ad or billboard can be seen repeatedly over time.

Tem algo especial em ver um cliente pegando um produto na loja, sentindo a textura, conversando com o vendedor... Nada supera essa experiência tangível. Com o CRM, conseguimos captar essas interações e entender melhor o que faz o olho do cliente brilhar. Capturar essas informações offline e incluir no perfil de CRM do consumidor e usar essas informações também no online de forma orquestrada, gera um ganho muito grande para a marca.

Understanding your audience is key when choosing between online and offline marketing. Think about where they spend their time and how they like to get information. If they are more traditional or local, offline methods might work better. If they are tech- savvy and online, digital campaigns could be more effective. Adjust your marketing to match your customers' preferences habits.

No varejo físico, o CRM ajuda a entender quem entra na loja, o que eles buscam, e até a antecipar necessidades. É quase como se cada cliente tivesse uma receita personalizada esperando por ele. Para isso, no entanto, o vendedor precisa, primeiro, identificar o cliente na sua entrada. E a marca precisa, além de dar ferramentas para o vendedor, precisa ajudar com treinamento e gameficações para o consumidor.

20% of gross sales should be allocated to your marketing budget (this doesn't include trade and slotting fees which is 5-15%.) Generally speaking, online aligns with top/mid-funnel marketing and offline (particularly in-store) with bottom-funnel. This can help you think of how to allocate your budget based on your needs. But in today's world, you absolutely need both.

Teve uma vez que fizemos uma campanha no Instagram que levou clientes direto pra uma promoção exclusiva na loja. Com o CRM, conseguimos rastrear cada etapa e ver como uma estratégia complementava a outra

Medir o sucesso no offline pode parecer complicado, mas com o CRM fica mais fácil. Nada de medir o "last click" como no online. No offline precisamos medir todos os toques que damos em consumidores que já conhecemos e atribuir a receita em uma janela de atribuição coerente com o perfil dos produtos vendidos. Afinal, o marketing funciona como um todo e não se pode mensurar apenas o último estímulo antes da compra.