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EDITORIAL Getting the message right – how social marketing is key to growth

Social and mobile marketing: getting noticed and making sales post-lockdown
Social and mobile marketing: getting noticed and making sales post-lockdown

This week attention has turned to how to start to recover lost business and to find ways to expand in the twilight zone of semi-lockdown and beyond – and our Growth post-lockdown series continues this week with a look at how social media and marketing are already playing a vital role for retailers.

 

With many SMEs now looking hopefully to the future – well, confidence is up a bit on last month, according to a Barclay’s Payments study – the need to get growing is front and centre for many retailers.

 

Marketing has proved to be a vital channel in the past two months. With ecommerce the only way for millions of people to shop while stuck at home, getting noticed has become harder than ever.

 

The role of social media has become perhaps even more pivotal to that message – and the move by Facebook to make the creation of Shops on both Facebook and Instagram is significant.

 

This move cements in one go the recognition that social media is a marketing channel and a shopping platform – and bringing the two together and making it simple to sell from social media opens up a new world of retail possibilities.

 

Understanding how to make this work is vital to retailers and we hope to be able to guide you through that process.

 

Getting the message right and tying that in with great customer service has already proved its point for some. Luxury homewares brand cox & cox has worked on getting its marketing right, expanding its range to meet the new demands of stay-at-home shoppers (think ‘home office’ and ‘garden furniture’) and has driven traffic up by 20% and sales by 64% – all during lockdown.

 

So, as you look at how to start to come back from lockdown, it pays to think about marketing – and what your message should be as the retail climate changes again in the coming weeks.

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