More from Monday's Trade Show!

Online & Offline Synergies in Marketing

Companies both small and large are looking for new ways to reach customers. Increasingly organizations have begun putting more marketing resources online in an attempt to target their consumers. The use of e-marketing is effective when companies use best practices, target their audience, and make sure online and offline marketing efforts complement each other. The proper integration of online marketing and traditional marketing channels can create synergies that have a greater impact than any one individual medium.

To understand the way businesses use online and offline marketing to create synergies our group analyzed the fashion industry at all different price segment. The fashion industry is heavily driven by branding and marketing to create customer value. While nearly all fashion companies are using some type of online marketing to target customers each organization has different objectives based on their target customer profile. High-end retailers tend to use online marketing to push consumers into offline locations, while mid-level and economy brands use both mediums in combination to bring consumers increased value. Our analysis found some companies still struggling to execute the right balances, along with many companies that are using best practices to create marketing synergies. One best practice that our group found is Armani Exchange use of text messaging for improved relationship marketing. The use of text messaging is a marketing strategy that could be utilized by both corporations and small business in various industries.

Text Messaging as a Relationship Marketing Tool

The use of text messaging as a marketing tool has become increasingly popular as it allows businesses to stay in touch with its most important customers. One key advantage of using text messaging is that companies of all sizes can use the tool because the medium is relatively inexpensive. The best practice for using text messaging is to target current customers who already have a relationship with the business. Customers give their phone numbers to the business, and in return customers receive special promotions and deals by text message. These occasional special offers can be redeemed by using the message as an electronic coupon. The text message marketing system allows companies to build relationships with current customers, leverage “word of mouth” referrals from satisfied customers, and track the success of individual promotions.

The great advantage of text message marketing is that companies can directly market to their target customers, yet the strategy does contain some risks if not implemented properly. First, companies must be sure not to overuse text messages as it may alienate and turn away some customers. Second, the timing of text message marketing is very important for companies to consider. Strategically it is best to reach customers when they are least likely to be disturbed such as late on a Friday or Saturday afternoon. It is important that companies avoid texting people when they may either be at work or asleep. Most companies will have a good profile of their target customer and should design a strategy to best reach their clientele. If implemented properly, the use of text message marketing has the ability to build and strengthen relationships with customers.

See more of our Trade Show Presentation at my teammates blogs.


Terence Wang
MBA Candidate 2009 - International Business
Sauder School of Business at UBC
tcwang0210@gmail.com
http://bdcinternational.blogspot.com/


Annie Yu
MBA Candidate 2009 - International Business
Sauder School of Business at UBC
newvalleygirl@gmail.com
http://newvalleygirl.blogspot.com/