The answer is in Unified Commerce. Customers should decide where they want to shop, how they want to shop, and how they’d like their purchases fulfilled. It is our job as marketers to understand those things about our customers, and to meet them where they are. Age, income level, family role, lifestyle, etc.; all play a role in the above customer preferences. If our customer begins their discover journey on TikTok, that should form part of the marketing budget. If they prefer curbside pickup, that should form part of the marketing budget. Know your customer, and you will know your marketing mix.

Equilibrar táticas de marketing tradicionais e digitais é essencial para prosperar no competitivo cenário de varejo atual. Comece analisando os dados do cliente para identificar onde seu público está mais ativo e ajuste suas estratégias conforme necessário. Integrar ferramentas digitais, como mídias sociais, com experiências presenciais cria uma jornada mais fluida e envolvente para o cliente. Além disso, revisar e ajustar regularmente sua abordagem com base no desempenho das campanhas e nas tendências emergentes garante que sua estratégia permane?a eficaz e relevante. Compartilhe como você equilibra seus esfor?os de marketing para otimizar os resultados.

As consumer behaviour shifts, retail marketing strategies must adapt by integrating traditional and digital methods to meet customers where they are. Traditional methods like in-store promotions, print ads, and direct mail continue to play a vital role in engaging certain demographics, while digital channels such as social media, email marketing, and e-commerce platforms are essential for reaching a broader audience and driving online sales. With the move towards omnichannel retail, it's more important than ever to ensure that marketing efforts are synchronized across all channels. Post-pandemic, a balanced approach that leverages both traditional and digital tactics is key.

To find the perfect mix between traditional and digital marketing in retail, focus on customer behavior and purchase journey. Traditional marketing excels at creating broad awareness and trust, while digital marketing offers precision targeting and real-time engagement. The key is to integrate both approaches: use traditional channels to build brand recognition and digital channels to drive direct response and personalization. Align both strategies around unified goals, ensuring consistency across touchpoints to enhance the customer experience and maximize ROI. Continuously evaluate performance data to fine-tune the mix based on what drives the most value.

Instead of thinking about how much of each to use, consider how they can amplify each other. For instance, use traditional marketing to create a tangible, memorable experience that drives digital engagement, and leverage digital marketing to personalize and extend the reach of your traditional campaigns. The key is to let customer behavior guide you—track where they spend their time, how they prefer to engage, and tailor your mix to meet them there. This way, you're not just balancing, but integrating both strategies for a seamless customer journey.