While online shopping is certainly on the rise, digital technology does not have to disrupt and destroy physical retail, says Theresa Clifford. Rather, it can be used to optimise inefficiencies and increase service and personalisation.
We live in an era of social media-inspired showing off, says Theresa Clifford. So should brands be encouraging it, or fighting against it?
Ever since the days of Ernest Dichter, the Austrian-American psychologist and marketing expert who pioneered the application of Freudian psychoanalytic concepts to the study of consumer behaviour, marketers have been trying to tap into the human subconscious to influence consumers. Theresa Clifford outlines six areas of research currently receiving the most attention in business and marketing circles.
Organisations that embrace the notion of a social business have the opportunity to gain loyal, engaged employees and find a competitive edge in recruiting, retention, talent development and business performance, writes Theresa Clifford.
There are a number of factors that have come together to help shape the key digital trends for the year ahead, says Theresa Clifford. The move to the Cloud over the past three years has revolutionised technology, mobile has become the new platform of choice and the introduction of social media channels has brought with it the need for multi-channel engagement strategies. And, to paraphrase Charles Darwin, it is not the smartest or cleverest that will survive in this digital age, it will be those organisations that are most open to change.
The digital realm offers marketers a deep understanding of its customers. But it’s what you do with the understanding that counts. Theresa Clifford with her four principles of customer engagement in the digital age.