When
communicating
a
clearer brand identity, some
of the most important channels
are video and branded
content. Both are aspects we
plan to utilize in Pinnacle’s
campaign to not only receive
a response to promotions but
to create a solid identity which
will create a lasting affect on
Pepperdine’s campus.
The lines between online and
offline advertising and sales is
blurring, thusly content must do its best to be as cohesive and integrated as possible.
As technology improves and develops, consumers will continue to desire convenience
and tailored content. The data most critical in company analysis of the consumer is
their interaction between different online channels, social data, and customer
engagement data.
Mobile and Online Shopping (Mintel)
Although e-commerce in retail is a quickly rising segment, in 2012 it only accounted
for about 5.2% according to Mintel. Those who opt out of the online shopping
experience do so out of a desire for an in-store service and interaction. Having the
overall goal be directing traffic will suit Pinnacle as women still prefer the in-store
shopping experience overall. Having a close relationship with existing customers can
turn into repeat customers, which stirs on word of mouth advertising.