Desafios de MArketing (Intl Collab)

4 Retail
Marketing
Challenges
(and how to rise above them)

4 Retail Marketing Challenges
Many retailers find themselves in a precarious position as they look to acquire and foster relationships with consumers.
Communication starts with capturing critical information about your potential buyers to deliver personalized communication. In fact, according to the 2014 State of
Marketing report released by ExactTarget Marketing Cloud,
29% of respondents said that collecting, measuring, and using behavior-based data was among their top three marketing priorities.
In partnership with Retail Online Integration, we surveyed nearly 500 retailers to get a better understanding of the current state of marketing in the retail industry. As you can see from the graph below, the majority of our survey respondents are omnichannel retailers, with almost half operating brick-andmortar locations. Mobile websites saw a 35% penetration and catalogs are used by 28% of those surveyed.

Through which channels do you currently sell?

has grown exponentially, making it a challenge to discern which information will be most valuable to best direct their marketing efforts.
From the simplest data capture techniques—which must include mobile options—to data sophistication and attribution strategies, unfortunately the majority of retailers are not as prepared as they should be when it comes to providing relevant, targeted marketing messages.
There appears to be a growing divide between the retailers that are tapping into personalization and managing their data to drive purchases vs. those retailers that are not. The slow pace of adoption in the retail industry of personalization techniques is startling. In many ways, retailers are simply not as sophisticated as their customers when it comes to leveraging data and technology.
Brands need to address these gaps and ensure that they have a multi-year plan in place that positions themselves for marketing success.