- Engagement Platforms
- yBC Digital Services
- Business TV
Marketing planning should incorporate both traditional and digital elements, as Bob Barker explains in this TV show.
So marketing is always three things.
It’s about traditional marketing, you can’t ignore that.
It’s about online, it’s about your website, and it’s about social these days, right, because people are sharing stuff online, customers are in control, so you can’t ignore that bit of it. So people are having the conversation.
They’re also expecting that when they really want to know about your company they will come to a decent website, understand your content, be able to transact with you, understand the company, and all the rest of it.
But they also want the traditional part of it.
So if they want a brochure, they want to have a physical event. So you have to balance all that lot.
And social is that technology now that goes across all those layers.
So if you’re at the event you need to let people know that you’re at the event and do something about networking and all these tools like highlight or whatever it is while you’re at the event.
But if you’re on the digital platform they need to be making sure that it’s optimized for content and people are linking to that content, and people are recommending that content from the company that you’re with so that you’re using employees as a channel there.
And then from a social perspective you need to find the people that are going to be good at creating content and being out there, and connecting out there, and being the experts for you in that social realm on the subjects that you focus on.
It is important to be aware of technological changes, and the development of the connected economy to achieve good marketing planning. Connected Economy TV will continue to bring you useful content for your business.
So it’s completely upgraded the level of competition retailers face. It’s also clearly added a level of complexity in the way in which retailers need to organise themselves around many different aspects of their business model, right the way from how they’re organised to distribute merchandise through to how they effectively market to their customers as well, through to how they plan stores and how they plan their store format. So it’s having major impacts on the complexity of retail. And in many ways, whilst retailers are well positioned to adapt to that change, because retailing’s always been about change, I think this is a period probably unlike any other in the history of retail in terms of the speed of that change and its fundamental restructuring of the industry."