If showrooming didn’t make brick-and-mortar retail obsolete, it’s definitely disrupting it for the better. The question is what brands need to do to survive and thrive through this transition. The answer lies in omnichannel marketing and sales, which is a many-pieced puzzle. Let’s explore what that means and why showrooming took off in the first place.
The increasing popularity of smart speakers, digital assistants, and podcasts means we need to begin thinking differently about voice and marketing. That includes tailoring online content to users and how they engage with it, making voice functionality a part of the sales funnel, and creating podcasts or partnering with influencers to reach audiences in a new way. With the right approach, a creative brand could get a considerable head start in this new but quickly developing marketing landscape.
New technologies (and new spins on old ones) are the modern company’s ally in merging digital and traditional marketing. The brands that find a sensible balance between the two are the brands that will outperform the competition. Let’s take a look at four major examples of innovation in this arena.