Understanding the power of the digital and mobile platforms within integrated marketing communications today is to know that ‘sales cover sins’ and that no matter how many data charts agency people present to retail clients, the real bottom line is the ability to sell now.
When covering a recent seminar, a noted marketing pro delivered one solid hour on statistics that would dazzle the mind. Chart after chart showed click rates, open rates, demo targeting, Google Analytics, joined up measurement and strategy, buzz and social media metrics. Finally, after it was over, when the speaker asked, ”Any questions?”, a manufacturer in the audience stood up and asked, “But how much did you sell?”.
Too often digital and mobile people talk about data and not about the end results. That is a mistake. Digital and mobile must be talked about in terms of ‘sales-now’ platforms and not digi-speak for ‘give us time’.
The reality of the situation in today’s economic environment along with the shifted trends of the consumer, demand results now. The world is small today. We need to establish working platforms that match the business model now. Digital and mobile purchasing has come of age. It works.
Mathew Johnson, ThinkBig, stated, “Ninety (90%) percent of all transactions begin with a search online” via digital and/or mobile.” In order for that to have real meaning, we have to show how these platforms create sales... now.
We live in a new DNAge.
Lance Hanish is Chairman/CEO and Chief of Imagination at Sophis1234 Data.Digital.Direct. He can be reached at Lance@Sophis1234.com; Facebook: http://on.fb.me/w88x5m Twitter: @Sophis1234; Pinterest: http://pinterest.com/sophis1234/
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