In Store Shopping Versus Online Shopping: How Shopping Has Changed in This Lifetime

Published July 25, 2023

This blog was influenced by a mall close to True Fit Marketing called Century 3 Mall. This mall was quite a gem in its heyday. And then, like a lot of similar malls, it started to die. Now it is abandoned and has been for years. The local government associations are now trying to figure out what to do with the crumbling and dilapidated structure. There have been fires, break-ins, flooding, ceiling collapsing and many more issues. It is time to tear it down, but that costs money. It also costs money to keep the building up to code even though it is empty. Quite the predicament in this era of online shopping. Is there a mall like this near you?

 

Who scored some great deals a couple weeks ago during Amazon’s Prime Days? Walmart, Target, Kohl’s and a whole bunch of other retailers rode the coattails of one of Amazon’s biggest online sales days every year (besides Black Friday). It’s amazing how convenient technology has made shopping these days. With the option to shop online, people can now order everything they need from the comfort of their own homes. Some stores even offer delivery services, making it even easier for shoppers to get what they need without ever leaving the house.

The emergence of online shopping has transformed the retail industry and has forced brick and mortar shopping centers and stores to adjust their marketing strategies. In person shopping centers and stores now need to focus on creating unique experiences for customers that cannot be replicated online. This includes offering a variety of entertainment options, hosting events, and providing personalized services. Additionally, brick and mortar shops need to enhance their online presence by developing user-friendly websites and social media pages that engage with customers. To attract and retain customers in the digital age, shopping centers should adapt to the changing retail landscape. This can be achieved by implementing strategies that incorporate technology, such as offering online ordering and curbside pickup options. Additionally, creating unique experiences within the shopping center, such as hosting events and offering personalized services, can help to draw in customers. It is also important to focus on sustainability and social responsibility, as these values are becoming increasingly important to consumers. By embracing these changes, shopping centers can thrive in the digital age.

Here is how.

In Store Shopping at a Mall

Is there a mall near you? According to a report from Green Street, malls have experienced the sharpest decline in value among all commercial property types since 2018. From small stores to large retailers, malls were a big hit years ago. Now they seem to be dying faster than ever! Why? Likely because rent is higher than it has ever been, the trend is to shop closer to home and people are literally shopping at home on the Internet. It used to be a luxury of just mall walking and seeing what good things could be found, but now people have a mission, a true reason to go shopping. And thanks to the Internet, there isn’t a need to “waste” time walking around a mall. Stores that survived the mall era have moved out of the big complexes and into smaller strip mall areas.

Strip Malls/Strip Center/Strip Plaza

Ulta, Old Navy, Gap, Sephora, Macy’s and other well known mall stores have been moving to strip malls, also referred to as strip centers or strip plazas. Strip malls are open air retail developments that lack enclosed hallways. Instead, they consist of retail storefronts that are connected by common walkways. These storefronts are often arranged in a straight line, L-shaped, or U-shaped layout. They have large parking lots with spaces near whichever store you’d like to shop at and are typically closer to home rather than a big mall. 

There is a difference between buying and shopping which can also be seen as the difference between running errands and seeking out experiences. This can be linked to a mall and a strip mall. We know what we need to buy, so we just go buy it versus skimming the shelves. This change makes marketing for a mall very hard. There needs to be a reason to get consumers into the mall complex itself, plus ways to get them to visit multiple stores with multiple purchases. 

Online Shopping Versus In Store Shopping

The rise of mobile devices and easy access to the Internet has drastically changed consumer behavior in the past decade. Shopping habits have been revolutionized as a result.

To effectively market to consumers, it’s important to understand that the division between online and offline marketing is a myth. Consumers engage in both online and offline shopping, and it’s crucial to convey a consistent image across all channels. A multichannel marketing strategy is highly effective in making a strong impact.

Shopping in an actual store is facing increasing competition from online shopping, which requires businesses to adapt and modify their offers regularly. To remain competitive, brick and mortar stores must evolve their marketing strategies, as content marketing and social media could be essential tools in this effort. Just because you have a brick and mortar store does not mean you can’t have an online store as well. In fact, you should have an online store no matter what!

The Bottom Line

The role of malls has evolved beyond just shopping. Consumers now visit malls to socialize and feel a sense of belonging. As such, malls should prioritize their function as centers for socializing and culture rather than just shopping. This means focusing on hosting events such as musical and artistic performances to attract the general public. Marketing efforts should also be tailored towards promoting these events and creating a welcoming and inclusive atmosphere.

Open-air shopping centers are becoming increasingly popular among consumers due to the convenience, safety, and selection they offer. This trend is expected to continue, leading to healthy lease demand for the next few years. In addition to these benefits, open-air centers provide retailers with more opportunities to connect with customers and build brand loyalty. As a result, traditional shopping malls that fail to evolve may struggle to survive in this changing retail landscape.

No matter if it is a mall, strip mall or online shopping experience, marketing is still important and can work for both entities. Having the marketing work together simultaneously can help grow sales and customer engagement. Expanding an online presence can attract new customers, while promotions and advertising can increase sales. Collecting contact details enables personalized communication and rewarding loyal customers can foster repeat business. Highlighting brands and products through giveaways and promotions can showcase your best offerings. In times of low consumption, employing deals and online campaigns can help revive interest. Even though there is an added expense associated with brick and mortar stores, the pleasures of shopping have not died and plenty of shoppers still enjoy the experience.

The 4 Key Components of Building Brand Authenticity

Published April 18, 2023

Brand authenticity is important in marketing because it helps build trust with customers. When a brand is authentic, it shows that the company is genuine and transparent, which can help establish a loyal customer base who trusts the brand. This can lead to increased sales and positive long-term relationships with customers. In today’s world, where consumers have access to a lot of information about products and companies, authenticity is becoming increasingly important as a way for brands to differentiate themselves and stand out in a crowded marketplace.

It is only through four key components that brands can have total authenticity. Let’s explore how brands can establish authenticity with their customers. You’ll notice in the examples below that there are a lot of similar message points. The components must work together to create the entire brand, making similarities crucial.

Continuity

Continuity is when a brand is faithful to itself. A brand was started with an idea, a value, a mission, a choice to fight for something or because of a desire. When customers value what the brand is putting forward, everything should align and support should continue for the long run. It emphasizes the importance of considering the bigger picture and ensuring that all elements are working together harmoniously. Continuity in branding refers to the consistency of a brand’s messaging, visual identity, and overall tone across various channels and over time. It helps to establish brand recognition and loyalty among customers.

A brand can have positive continuity by:

  1. Maintaining consistent messaging, visual identity, and customer experience across all touchpoints. This includes everything from advertising and social media to packaging and in-store displays. 
  2. By creating a cohesive and recognizable brand, customers are more likely to have positive associations with the brand and develop loyalty.

Some examples of continuity in marketing could include:

  1. Consistent branding and messaging across all marketing materials and channels.
  2. Regular email newsletters or social media posts to keep customers engaged and informed.
  3. Loyalty programs that reward customers for repeat purchases or referrals.
  4. Ongoing customer service and support to build trust and loyalty.
  5. Continuous product or service improvements based on customer feedback or market trends.

Credibility

Honesty is the number one policy. Being honest with your audience is a crucial aspect for any brand because it helps build trust and credibility. It enables you to establish a genuine connection with your customers, which can lead to increased loyalty and advocacy. Otherwise, when a brand gets caught in a dishonest position, all of their hard work to build the brand up will come tumbling down. Credibility leads to transparency which leads to everyone being able to understand what the brand stands for. Focusing on your business’s “why” can help inspire missions and values that customers can relate to. Having those relationships outside of sales helps to have consumers continuously show up to support you, even without making a purchase. 

There are a few ways companies can be honest with their customers, such as:

  1. Communicate clearly and openly about their products or services.
  2. Be transparent about their business practices, including pricing and policies.
  3. Own up to mistakes and take responsibility for any issues that arise.
  4. Listen to feedback from customers and take it into account when making decisions.
  5. Provide accurate information and avoid exaggerating claims about their products or services.

Integrity

It is crucial to prioritize customer care as it can enhance their satisfaction and loyalty towards a business, leading to increased sales and revenue. Taking responsibility can prevent negative consequences and improve overall business reputation. Brand integrity in marketing refers to the consistent representation of a brand’s values, messaging, and image across all marketing channels. Here are a few examples of how brands maintain their integrity in marketing:

  1. Consistent messaging: A brand’s messaging should be consistent across all marketing channels, including social media, advertising, and website content.
  2. Transparency: Brands should be transparent in their marketing efforts, disclosing any potential conflicts of interest or biases.
  3. Customer engagement: Brands should engage with their customers in a meaningful way, responding to feedback and addressing concerns.
  4. Quality control: Brands should ensure that their products and services meet or exceed their customers’ expectations, building trust and loyalty.

Symbolism

Symbolism can be a powerful tool for a brand to connect with consumers and allow them to express their identity through the brand. By using symbolism, a brand can create a deeper emotional connection with its customers. It allows consumers to identify with the brand’s values and beliefs, which can make them feel like they are a part of something bigger. This can lead to increased loyalty and advocacy for the brand. 

Some examples of successful brand symbolism include Nike’s “swoosh” logo, which represents movement and athleticism, and Apple’s bitten apple, which symbolizes knowledge and innovation. These symbols have become instantly recognizable and have helped to define the brand’s identity. When using symbolism, it’s important for a brand to consider its target audience and ensure that the symbol resonates with them. It should also be unique and easily distinguishable from other brands in the market. With the right approach, symbolism can be a powerful tool for a brand to connect with its consumers and build a loyal following.

Examples of Great Brand Authenticity

Of course this is going to differ between what your personal feelings and beliefs are, but for the sake of this, we will look at campaigns that had great success when connecting with their consumers on a level beyond sales.

  • Patagonia’s commitment to environmental sustainability and social responsibility
  • Dove’s “Real Beauty” campaign that promotes body positivity and inclusivity
  • Coca-Cola’s long-standing association with happiness and sharing moments with loved ones
  • Apple’s focus on sleek design and innovation
  • Ben & Jerry’s support of progressive social and political causes.
  • Toms’ “One for One” program, donating a pair of shoes for every pair purchased
  • Airbnb’s “Belong Anywhere” campaign promotes cultural immersion and community building through travel.

The Bottom Line

Brand authenticity is crucial in establishing a strong relationship with customers. When a business is perceived as authentic, it can increase customer loyalty and trust, which can lead to long-term success. When a brand is authentic, it means that it is true to its values, mission, and promises, which creates a sense of transparency and honesty. Customers are more likely to engage with and support a brand that they feel is authentic, leading to increased customer satisfaction and ultimately, business success. 

To assess your brand authenticity, you can review factors such as the consistency of your brand messaging and actions, the transparency of your business practices, and the alignment of your brand values with those of your target audience. It’s also important to listen to feedback from customers and address any concerns or issues promptly and honestly. As and always, you can reach out to our team to discuss how we may be able to help!

Does Verification of a Social Media Account Make a Difference?

Published February 20, 2023

Times are changing on social media where if you pay a certain amount of money, you can obtain the famous blue checkmark to show verified account status. But does that little checkmark really mean anything to anyone anymore?

What Is Verification?

In the beginning of Twitter blue checkmark time, in 2009, the blue checkmark was used to show who was an official and authentic account, usually a celebrity, athlete, or someone of high status. It helped to determine which account was real versus fake or a parody as multiple accounts for users kept popping up, even though it wasn’t actually them. 

Facebook followed suit and started their verification process in 2012 and Instagram in 2014. Same kind of process to make a clear distinction between a real page and a page run by a fan. 

Most sites have a verification process and they are similar. Just prove you are who you say you  are and then you will obtain that blue checkmark. But now the blue checkmark is growing to include more people than just those with a big name or reputation. 

Exploring Paid Verification 

When Elon Musk took over Twitter, he had to figure out new ways to monetize the business. This came in the form of a monthly subscription to have the verified blue checkmark along with verified member-only features like the ability to post longer videos, less ads on their feeds, and a bump to the top of news feeds. At first Musk’s plan came with some backlash, but it is still chugging along. The numbers don’t seem to be coming back where they predicted they would be, but it is still new. “Twitter subscribers in the US made up less than 0.2% of monthly users in January, two months after Elon Musk introduced Blue, The Information reported Monday, citing a document,” via Business Insider. While 0.2% doesn’t seem like a lot, when you put it in monetary value, it is. “Twitter’s currently bringing in an extra $2.4 million per month via the program, or $7.2 million per quarter,” according to Travis Brown.

The platform is also adding gold checkmarks for official brand accounts, and gray ticks for ‘government and multilateral’ accounts. At what point is too many different colored checkmarks too much and do they even make a difference? According to Business Insider, businesses will pay $1,000 per month to keep their gold verification checkmark.

And now, Meta just announced their plans for verification for Facebook and Instagram which include, “a subscription service that lets you verify your account with a government ID, get a blue badge, get extra impersonation protection against accounts claiming to be you, and get direct access to customer support. This new feature is about increasing authenticity and security across our services. Meta Verified starts at $11.99 / month on web or $14.99 / month on iOS. We’ll be rolling out in Australia and New Zealand this week and more countries soon.” via Mark Zuckerberg’s Facebook post.

If Verification is Bought, Is Value Lost?

When something like verification is able to be purchased, does it make having the checkmark a lesser value? Do those accounts that have the checkmark even matter to users? Does it devalue the accounts that “earned” the verification in the first place with follower numbers?

The checkmarks could be looked at as a status of being able to afford whatever that checkmark costs. And because of that checkmark, whatever those accounts have to share, whether important or not, gets pushed to the top of the feed just because they pay for it. Do you like this or would you rather see the accounts that you follow because you enjoy what they post at the top instead?

“New research from Maine Business School at the University of Maine shows that verification isn’t always a positive, as social media consumers associate verification more with celebrity than credibility and are much less likely to trust product endorsements from verified accounts if the content is inconsistent with the influencer’s brand.”

The results from a study published in February, 2022 in the Journal of Consumer Behavior showed that not only do consumers associate verification more with celebrity than authenticity or credibility, but because of that, they are less likely to trust a verified social media influencer if they are advertising a brand that is inconsistent with their usual messaging. Even when the brand seems suited to the social media influencer, consumers do not trust verified accounts more than their unverified counterparts.

However, since the social networks are all moving in this direction, we shall see how consumers feel really soon. Will the social media outlets make more money? Will consumers feel value?

The Bottom Line

Most, if not all, social media platforms have some form of a verification process. And just like how buying likes and followers is a big mistake on all platforms, buying verification might be looked at as the same thing in today’s world. 

Each business is unique and may benefit from the pro’s of verification. It is always worth researching what value is received when purchasing verification. But at this time, marketers and business owners might find more bang for their buck with other strategies. 

Is Working in Marketing and Social Media Really Like Emily in Paris?

Published February 15, 2023

I, Christine, was a little late to watching the Emily in Paris series on Netflix. Truth be told, I don’t watch a lot of television. But when my boss, Arlea, mentioned it to me, I knew I needed to check it out. Not only is the story itself really cute, especially with the love interests, but I eagerly await Emily’s next marketing and social media ideas for her clients! We all know this is just a show since typically 9 out of 10 ideas that real marketers come up with end up on the editing room floor. It is always just that one idea that sticks. But I do enjoy hearing about her successes and why they worked. I’ve read so many social media posts about how someone has a client and is wondering why their social media isn’t like Emily’s client’s networks and how they can grow theirs like they do on the show? So I thought it would be fun to discuss if working in the same industry as Emily is realistic and if anything relates back to the real world? Let’s take a dive into working like Emily in Paris. 

Every Idea Won’t Be a Success

Clients know their business and usually have an idea of what they want. Emily’s clients just let her usually do whatever. Plus, she is in a very niche market. Now, that is not to say there aren’t agencies that just work with clients in the same industry, but our agency works with various industries. We like the different strategies and the different clients we work with. 

But it just blows my mind how Emily’s ideas just fall into her lap. Sure, we all have awesome ideas every now and then. It is likely that is why we have a job! But some of her ideas are just so off the wall and I really don’t ever see them really working in the real world, especially when a majority of the time she has to get it done in less than 24 hours. Which leads me to approvals.

No Approval Chain of Command

Besides the client and Slyvie, it doesn’t seem like anyone else ever has to approve any of the ideas. In the real world, there are usually a lot of other people that need to give their approval, provide their edits and then the last person in the chain of command has to bring all of those ideas together into one cohesive plan. It takes longer than 24 hours to do all of this. 

It is good to have an approval chain of command. Mostly so other people can tell you if there is a mistake, or if after editing the same footage for hours on end you missed something. But also because we all do our own jobs. Where I work, we have photographers, videographers, content creators, designers and web developers. We all are specialized in our job, but all have to work together to ensure the client’s project gets done. Emily is basically a one-woman-band, doing all of the work herself. And we never see her actually putting together the work. It just magically appears!

This Isn’t a Real Career Scenario

But oh how we all wish it was! I am based in the U.S., so maybe working in Paris is like this. I wouldn’t mind the “everyone starts late and takes a long lunch” work schedule. But we all have to remember this is a show. It is an unrealistic look at the industry and doesn’t give a fair perspective to high school or college age people who are thinking about a career in this field. It doesn’t provide us with the fine details of everything that is hard with social media. Everything just comes easy to these clients of Emily’s, whether she is with the Gilbert Group or the  French fashion firm, Savoir.

Plus, Emily started out with like 48 followers. After posting a couple of selfies, she gained upwards of 20,000 followers in what seemed like 3 weeks. Nah – that isn’t real life. That just doesn’t happen unless you are somebody. I wish I knew Damar Hamlin’s social media numbers before his unfortunate accident on the football field. Now everyone knows who he is! No one really knows who Emily is!

Emily’s Clients Have Huge Budgets

Some clients do have really big budgets. And there are agencies who specifically will only work with clients that have huge budgets. But in the real world, marketing is one of the first things to get cut from a budget. So we have to work with the funds we are given and magically come up with a strategy that will work and hopefully meet the client’s needs and expectations. 

There is So Much More to Social Media Than Likes, Shares, Comments and Followers

With marketing comes strategy and that strategy branches out to advertising, videos, podcasts, blogs, etc.  They all should work cohesively and integrated. Social media isn’t just about one post on Facebook. It is about making sure that post also reaches clients on whatever other social networks they have. And it isn’t just about numbers. It doesn’t matter how many people like a post. Did those people buy into whatever the post was about? Did they click a link that you included in the post? What was the call to action? 

The Tip of an Iceberg: Data Analytics in a Digital World

Published January 16, 2023

 

Diving into digital analytics can be a daunting task, especially for those who aren’t data analysts at heart. From websites to social media, to digital ads and beyond, analytics isn’t anything new, but the ease of obtaining digital information is growing at a lightning fast pace. It is something we can all learn about, and continuously learn about! We will likely never know it all, but by having this information literally at our fingertips, it provides opportunities for those studying them to learn and progress with new ideas and visions faster. Interpreting data can vary from business to business, and what is considered a success for you can be different as well, but let’s just skim the top off of what data analytics is and briefly learn what the most important parts of analytics are for beginners.

Google, Social Media, and Other Digital Analytics

Likely the most popular kind of analytics for a website, Google Analytics is used by over half of all websites. Google tries to make their analyzing methods easy for the viewers, but there can be a lot of data and quite the big puzzle to put together. When first opening Google’s data interface, it can seem like a lot of information being thrown at you. But once you set up your goals, you will start to see the magic happen. You’ll learn where your audience is coming from, who they are, what their habits are, and so on. Here is a good reference for Google Analytics for Beginners, but we can also help answer any questions that you might have. 

As for social media, each platform improves upon their analytical composition constantly. Insights as to who is following you, the performance of your social media posts, and learning what your target audience craves are all examples of why analytics are important for social media. There is likely very valuable information in your social media analytics, it is just figuring out what is most important to your business that is key. And truthfully, once you figure out how to interpret the data, the social media channel will likely change how they show you this data and you will need to re-learn how to read the information all over again. They are always keeping us on our toes!

Since this is just a quick reference, there are three things we suggest taking into account when learning how to read your analytics. Understanding your audience is critical as you need to know what they want and how you are going to respond to that. So let’s just briefly hit on the following topics to give a brief overview of what they are and how they help your business.

  • How do people reach your site?
  • What are they doing when they get there?
  • What is your conversion rate?

How Do People Reach Your Site?

Thanks to analytics, we can see how a user even came to find your website. Did they just do a random search on Google? Did they click one of your digital ads? Did they click a link on social media? Your analytics will tell you all of this information which can then help to determine what is working best for your target audience and where you need to be!

What Are Common Behaviors on Your Site?

Once someone is on your site, whether it is your website or social media, what are they doing? Your analytics will give you a glimpse into how much time someone is spending on your site, where they are going within your content, what are they clicking, where are they getting stuck, how much time are they spending on certain pages and so much more! All of these behaviors can help improve your website for your audience.

What is Your Conversion Rate?

And finally, likely the most important analytic that we all want, is what is your conversion rate. If multiple people are getting stuck on a certain page and leave the website, then it is a website problem, not a customer problem. If you start to see patterns of what website visitors are doing when they make a purchase, then it is rewarding to see what you are doing is working for your audience. You always want to make sure that whatever you are pushing, whether it is a product, service, sale, download, etc., that it is easily accessible to the viewer and they obtain their goal for coming to your website in the first place.

The Bottom Line

Analytics are not always easy to digest but they are essential. If you are just learning analytics, start with our three recommendations for what to check out first. Once you learn those, then you can keep diving deeper into more. If you are not working with a marketing team that provides clear and consistent analytics information, then contact us to chat about how we can help.