Transactional Marketing is the Future of Advertising
3. Personalize advertisements. Retailers need to use whatever data they have available to add context to mobile ads. That could be limited to location now, but in the future additional information, including purchase history and social data, will be available.
4. Integrate in-store locations in e-commerce. Use consumers’ love of "webrooming" to your advantage through transactional marketing. For example, place a "try it on" button next to a blouse, which would then link the shopper to the nearest store that sells that blouse.
- Companies:
- Target
Anthony Nicalo is the VP Platform at Mobify, a mobile customer-engagement platform that facilitates all of a retailer’s real-time interactions with its mobile customers in one place. Nicalo guides and grows the platform capabilities for serving mobile marketing and extends the platform ecosystem through partnerships. Nicalo is a thought leader in digital marketing, an expert in omnichannel commerce, and a frequent presenter on the future of commerce, mobile retailing, and shopper marketing, including at Shopper Marketing Expo, iMedia Summits and Kantar Retail.
