Audience first, strategy second the key to mobile success, says Spotlight Retail Group marketer
Taking the consumer on a journey and giving them content that they can engage with is what brands should be aiming for when focusing on digital advertising, Spotlight Media Group’s senior marketer told guests at Mumbrella’s Retail Marketing Summit.
Mathwin: mobile first marketing is delivering but data and privacy remain big issues
Andrew Mathwin senior marketing, digital and omni-channel manager at Spotlight Retail Group, said digital marketing, and social media marketing in particular, is driving in-store and online sales for the company, which is dedicated to “engaging the consumer in a tailored experience”.
Mobile marketing and advertising gives businesses the opportunity to be able to “connect all the dots” and allow for companies to make big decisions based on the results, said Mathwin, who made up one of four mobile marketing specialists on the The Next Wave of Marketing panel at the Retail Marketing Summit.
Other expert speakers included: Col Kennedy, GM at Country Road; John Settle, group marketing manager at Kathmandu, and moderator Kate Box, head of retail at Facebook.
Speaking on how mobile was directing retail marketing strategies, Mathwin said: “There’s an appetite for really efficient media in general; we’re seeing TV audiences decline”, and that the success of mobile advertising showcases the need for efficient media and a wider understanding of consumers, he said.
“Being able to motivate, inspire and engage a community while also trying to sell a product is one of the ways in which mobile advertising allows retailers to join multiple aspects and goals of a campaign, ultimately changing how people interact with the brand.
Mathwin also noted that because social is now about the moment, buying at the top level is also key to gaining a return on an investment for any campaign, And that campaigns should start with the target audience and then consider the creative strategy that might be run.
While mobile marketing was offering more opportunities than problems, Mathwin said one issue that marketers hadn’t yet tackled effectively was how to gather, analyse and use the data it generated.
“Data is a challenge, from VIP data, sales data and privacy concerns,” Mathwin said.
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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Data certainly is a challenge…..if your going to say social media marketing is driving sales at Spotless present some data to back it up.
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Sure Fraser. The Facebook campaign for Halloween at Spotlight we ran people through at the conference showed by adding social to the overall marketing mix it delivered an increase in transaction dollars of 13.9% (instore & online) with a Return on Ad Spend of 21 times. To achieve this result all content delivered to our customers was tailored to each individual based their previous interactions with us. I hope this answers your question.
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