— DIGITAL MARKETING FOR RETAILERS

Here’s your digital marketing playbook for the retail industry in 2021

One of the biggest mistakes that brick-and-mortar retailers can make is to dismiss online marketing.

In an increasingly competitive marketplace filled with change and innovation, small businesses are now having to compete with larger organizations like never before. It’s no longer good enough to rely solely on word-of-mouth for increased business and new customers. Retailers must now provide an omnichannel shopping experience that brings people in and brings people back.

What does this have to do with online marketing? More or less, everything. If you want to achieve retail success, you need to have a strategy that leverages not only social media and email, but one that also gets creative and makes good use of new forms of marketing.

We’ve built a digital marketing strategy playbook for the retail industry to give you the tools and techniques to grow your brand.

Download your PDF Retail Playbook
— DIGITAL MARKETING PLAYBOOK FOR THE RETAIL INDUSTRY 

The Playbook

So, you’re ready to step up your retail marketing in 2021. But before you do, it’s important to ensure you have the right mix of components baked into your 2021 plan. Below, you’ll find our playbook which includes links to definitions, popular tools and detailed examples.

Once you’ve browsed through the playbook, please take our full digital marketing assessment to calculate your score, and measure how well you’re positioned for success, or where you may need to make some improvements. In exchange for taking the assessment, we’ll email you a PDF copy of the playbook for you and your team to use. 
Go right to check your score

01

Brand Identity + Creative

Branding is important because not only is it what makes a memorable impression on consumers but it allows your customers and clients to know what to expect from your company. It is a way of distinguishing yourself from the competitors and clarifying what it is you offer that makes you the better choice.
Here are the 4 things you must consider when it comes to branding and customer experience.
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Brand Design

Brand Naming

Customer Journey Design

Brand Strategy

02

Web Design + Development

According to several Stanford studies, good site design is important for establishing the credibility of your website. It’s not difficult to understand why users might mistrust a site with a so-so design. A well-designed site indicates that the business has actually invested money in setting up the online store. In fact, according to new data from IBM’s U.S. Retail Index, the pandemic has accelerated the shift away from physical stores to digital shopping by roughly five years.
11 important considerations for your retail website design + development
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Website Development

eCommerce Development

Online Delivery

ADA Accessibility Compliance

Virtual Tour/Experiences

Mobile App Development

CRM Integration

Martech Integration

Schema Markup Development

Technical SEO

Performance Optimization

03

Digital Marketing 

For retailers, the omnichannel approach is primarily concerned with linking online and in-store shopping experiences. This means consistency at every turn: from marketing campaign materials to customer support. Adobe research found that 32% of respondents from the retail sector indicated that they would make omnichannel marketing a priority in 2021.
For retail, here are 14 crucial components of a successful digital marketing operations. 
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Organic SEO

Social Media Management

Email Marketing

Paid Social

Demand Generation

PPC / Display Ads

Influencer Marketing

Integrated Marketing Stacks

eCommerce Feed Management

Google Tag Manager

Retargeting

Database List Acquisition

Lookalike Audience Development

Channel Development

04

Strategy + Analytics

The ability to process every data point related to your retail marketing efforts is and will continue to be the driving factor of success. Are you able to track customers from the second they’ve clicked on your Facebook ad, all the way to the moment they walk into your brick and mortor store, through to when they’ve paid for good in-store or online? POS integration, CRM integration and tracking + analytics platforms may all feel like overkill, but they paint an important view of how you’re being found, how customers are interacting with your business, and how successful your marketing efforts really are.
Layout a strategy and tracking operation in your marketing, designed to ensure you succeed. 
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Strategy Development

Analytics + Tracking

Martech Stack Auditing

Customer Profiling

Competitive Research

Capabilities Assessment

ROI Tracking + Reporting

Webmaster Tools

Data Studios + Dashboards

— SO HOW’S IT GOING?

Check your digital marketing health for 2021

Based on the above playbook we invite you to check your health and see how well you’re positioned to succeed. In just a few clicks you’ll know just how well your company’s marketing is setup for the year ahead.

  • Hidden
  • Brand Identity + Creative

    Branding is important because not only is it what makes a memorable impression on consumers but it allows your customers and clients to know what to expect from your company. It is a way of distinguishing yourself from the competitors and clarifying what it is you offer that makes you the better choice.
  • How well are you doing with each of the items listed below? The more honest you are, the better you'll be positioned to identify gaps in your marketing efforts.
  • Brand Design
  • Brand Naming
  • Customer Journey Design
  • Brand Strategy
  • Web Design + Development

    According to several Stanford studies, good site design is important for establishing the credibility of your website. It’s not difficult to understand why users might mistrust a site with a so-so design. A well-designed site indicates that the business has actually invested money in setting up the online store. In fact, according to new data from IBM’s U.S. Retail Index, the pandemic has accelerated the shift away from physical stores to digital shopping by roughly five years.
  • How well are you doing with each of the items listed below? The more honest you are, the better you'll be positioned to identify gaps in your marketing efforts.
  • Website Development
  • Ecommerce Development
  • Online Delivery
  • ADA Accessiblity Compliance
  • Virtual Tour / Experiences
  • Mobile App Development
  • CRM Integration
  • Martech Integration
  • Schema Markup Development
  • Technical SEO
  • Performance Optimization
  • Digital Marketing + Advertising

    For retailers, the omnichannel approach is primarily concerned with linking online and in-store shopping experiences. This means consistency at every turn: from marketing campaign materials to customer support. Adobe research found that 32% of respondents from the retail sector indicated that they would make omnichannel marketing a priority in 2021.
  • How well are you doing with each of the items listed below? The more honest you are, the better you'll be positioned to identify gaps in your marketing efforts.
  • Organic SEO
  • Social Media Management
  • Email Marketing
  • Paid Social
  • Demand Generation
  • PPC / Display Ads
  • Influencer Marketing
  • Integrated Marketing Stacks
  • eCommerce Feed Management
  • Google Tag Manager
  • Retargeting
  • Database List Acquisition
  • Lookalike Audience Development
  • Channel Development
  • Strategy + Analytics

    The ability to process every data point related to your retail marketing efforts is and will continue to be the driving factor of success. Are you able to track customers from the second they’ve clicked on your Facebook ad, all the way to the moment they walk into your brick and mortor store, through to when they’ve paid for good in-store or online? POS integration, CRM integration and tracking + analytics platforms may all feel like overkill, but they paint an important view of how you’re being found, how customers are interacting with your business, and how successful your marketing efforts really are.
  • How well are you doing with each of the items listed below? The more honest you are, the better you'll be positioned to identify gaps in your marketing efforts.
  • Strategy Development
  • Analytics + Tracking
  • Martech Stack Auditing
  • Customer Profiling
  • Competitive Research
  • Capabilities Assessment
  • ROI Tracking + Reporting
  • Webmaster Tools
  • Data Studios + Dashboards
  • Hidden
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