eTail Australia 2020 Blog
Is Sustainability part of your brand story? If it’s not, then it should be -- because sustainability sells, and appeals to customers. According to some market analysts, people now expect the companies they engage with to look beyond their financial stakeholders to their own impact on society as a whole. More significantly, 80% of customers are more loyal to companies with “good ethics,” while 68% of customers won’t buy from companies with “questionable ethics”.
Technology has given marketers a diverse range of tools to develop strategies, create content, and reach out to their audience. With such a wealth of options, it can be easy for marketers to lose sight of which channels are performing well, and difficult to know which ones to prioritise in understanding and optimising the customer journey.
A marketing technology or martech stack is a group of technologies that marketers can use to implement, analyse, and improve their marketing across the customer life cycle. These technologies enable marketers to improve internal collaboration, measure the impact of their marketing activities, and reach customers in new ways.
A recent survey by the Australian Bureau of Statistics reveals that Australians are feeling more time-poor than ever, with 45% of women and 36% of men feeling “always” or “often” rushed, or “pressed for time”. Instantaneous access, instant gratification, and the “always on, always open” economy place the emphasis on speed, for consumers in all market sectors.
Baskin Robbins has always taken a product focused approach to its marketing but has recently changed that ethos in response to the changing habits of its customers.