Social Trade Marketing
Posted: Sun Dec 22, 2024 4:11 am
To date, companies' Trade Marketing investments have been almost exclusively aimed at implementing in-store activities, such as brochures, promotions, display material, loyalty programs, product trials and other actions with a strong commercial nature aimed at inducing the end customer to make a purchase once they have physically "arrived" at the point of sale.
The basis of these strategies is the vision of the phone code philippines point of sale as a physical space where contact between the product/brand and the consumer takes place (the fateful "last mile") and where, especially for some goods and services, the retailer's advice and competence continue to play an important role in the purchasing phase.
The reality is that the area of influence of retail has changed a lot. It is no longer confined to the physical space of the shop window or the store, but reaches and involves potential customers on their social networks , spaces where the retailer's professional life is presented, often also their personal life, and where a close relationship is created with followers, who thus become privileged customers.
The role of Social Trade Marketing is multiple and differs according to the markets and the reference distribution patterns; therefore, STM strategies are distinguished by the role of the merchant compared to the decision of the act of purchase, while the techniques studied today refer fundamentally to three main aspects:
Analysis of reference social networks and identification of correct territorial coverage plans
Designing communication content (the rule of 3i)
The instrumental approach through specific computer programs.
The basis of these strategies is the vision of the phone code philippines point of sale as a physical space where contact between the product/brand and the consumer takes place (the fateful "last mile") and where, especially for some goods and services, the retailer's advice and competence continue to play an important role in the purchasing phase.
The reality is that the area of influence of retail has changed a lot. It is no longer confined to the physical space of the shop window or the store, but reaches and involves potential customers on their social networks , spaces where the retailer's professional life is presented, often also their personal life, and where a close relationship is created with followers, who thus become privileged customers.
The role of Social Trade Marketing is multiple and differs according to the markets and the reference distribution patterns; therefore, STM strategies are distinguished by the role of the merchant compared to the decision of the act of purchase, while the techniques studied today refer fundamentally to three main aspects:
Analysis of reference social networks and identification of correct territorial coverage plans
Designing communication content (the rule of 3i)
The instrumental approach through specific computer programs.