January 2012 Integrated Solutions For Retailers
By Bryce Marshall, director of strategic services, Knotice
Seamless transitions across channels offer unique customized marketing opportunities.
Customers today are well-connected. Laptop, mobile device, tablet, and more — retailers are in a unique position to provide seamless brand and e-commerce experiences through multiple digital touchpoints, serving their audience regardless of channel. This extended digital reach carries with it the capacity to gather valuable information about the message recipient. This data then can be used to understand, track, and measure consumer activity, allowing brands to engage with them on a more intimate basis — revealing and responding to the attributes of cross-channel shoppers, while providing them with more focused, relevant messaging.
Marketing via the mobile channel requires deeper understanding of context — providing consumers with the right message at the right moment in the right place. A purposeful, relevant approach opens new opportunities to serve and connect with consumers at every step in the customer life cycle.