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In the Buyer’s Head: A Red Door Interactive Speaker Series Recap

Culture / 05.18.2017

Red Door

In ​today’s ​fast-paced ​marketing world, connecting with ​consumers ​can sometimes ​feel ​like ​a ​moving ​target. ​As ​new ​buying ​channels ​emerge, ​brands ​need ​a ​better ​understanding ​of ​the ​buyer’s ​mindset ​to ​ensure ​they ​have ​the ​right ​content ​in ​the ​right ​spaces. ​

At our recent Speaker Series, “In the Buyer’s Head: Leveraging Consumer Mindsets to Increase Sales,” we focused specifically on defining this challenge and developing strategic approaches for reaching and engaging our audiences. Attendees then heard from Amazon Specialist, Kusha Karvandi, to learn more about Amazon as a channel and how to ​adapt ​the ​omnichannel ​strategy in their own marketing plans.

If you were not able to attend the event, don’t worry, we’ve got you covered! Browse our main event take-aways below, download our handy Omnichannel Infographic, and view the event presentation.

Key Takeaways:

  • Consumers interact with brands via non-linear paths and pick up cues every step of the way.

  • Omnichannel marketing isn’t so much about the “omni” as it is the experience and the value you (and your channel) deliver.

  • Augment traditional channels with new ways of engaging directly with consumers through paid, owned, and earned content strategies. 

  • Focus on the value your brand provides, and get to know the consumer more intimately than ever before.

  • Promote integration between various internal teams, brand manufacturers and retailers, and the ecosystem of vendors. Share content and data; implement new technology, business processes, and performance metrics; and shift more resources to always-on digital.

  • Build continuity regardless of location (marketing channels and buying channels) with an infrastructure that supports integration inside and outside the company.

  • Manage consistent messaging and brand experiences that deliver on emotional and functional value.

  • When using Amazon as a channel, identify primary, major, and minor keywords, as well as brand names and misspellings.

  • On product pages, create copy that converts, choose images with variation, drive promotions to influence “Frequently bought together” content, enhance content on your A+ details page, and include related video shorts.

Ready for our next Speaker Series event? Sign up for our newsletter below to be the first to know the details!
 

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