digital marketing efforts

Even if retailers don’t have an online store, they need to be savvy when it comes to their digital marketing efforts. Unlike traditional forms of marketing, digital marketing uses customer targeting to control costs and get better returns on their investment (ROI). A shift in attracting new customers has occurred, because millennials aren’t the only generation using technology to make purchasing decisions. In 2018, over half of the Baby Boomer Generation is on social media, owns a computer, or has a smartphone. The rates are obviously much higher for Gen Xers and Millennials. A retailer’s digital presence needs to have everything working right to compete.

Time to Focus More Attention Online

Customers are making their purchasing decisions when they view online content. Retailers need to ask themselves, “Does that content motivate them to come in the store?” It needs to, because 94% of negative impressions were related to website design and functionality. The following six suggestions for retailers can improve their online marketing and increase traffic into their store.

Website Update

According to a recent study, websites have 50 milliseconds (.05 seconds) to make a positive impression on the viewer. That’s the blink of an eye! And, optimization for mobile and quality of graphic design are two major factors in their decision.

Retail websites have to be optimized for mobile. This may mean a complete redesign for some, but that’s a necessary cost when 57% of consumers won’t recommend a business with a poorly designed mobile website. Redesign is a challenge, for sure, and an opportunity to redesign old storefronts or even their brand. The pricing options have a wide-range to choose from, which makes specialization even more attractive.

Expand Social Media

If retailers are not on Pinterest, then they should be. Pinterest allows them to post pictures of products while they are being used. So does Instagram. These are similar types of social media platforms that need to be integrated into most retail marketing plans. Each platform has specific types of users to target, plus they expand their reach into new communities that are growing everyday.


Email marketing is still the best way to target an audience with the most pertinent information. Best of all, the ROI averages $38 for every dollar spent. An email campaign provides the best way to maintain customer retention. It also contributes to customer acquisition, which is expensive and difficult to do.


Most retailers are already aware of pay-per-clicks unique attributes, such as higher conversion rates and precision targeting. So, if a pay-per­-click campaign isn’t doing the trick, they will need to switch tactics. One thing to try is Remarketing List for Search Ads (RLSA) to try and connect with customers who leave the site and continue searching for what they need. There’s also ad scheduling (also called day-parting) to maximize time in front of consumers while saving money.

Online Events

Already have the website updated? Email campaigns are in place? If that’s the case, then it’s time to host a digital event. These events coincide with all of the activities going on in the store. Flash sales are one of the most common. Or, retailers can hold a “seasonal showcase” that gives customers a look at the latest fashions. These are a great opportunity to stream live video and answer customer questions through their comments on social media feeds.

Digital Marketing Efforts Are Very Important

More and more consumers are online. There’s still a gap between the generations, but that’s been closing as technology gets cheaper and easier to use. Which is why retailers need to get their digital marketing efforts in order, especially when 88% of online consumers are less likely to return to a website where they had a bad experience. It’s the hub for all of their digital communications and they should think of it as another location—their virtual storefront.