M&S Digital Marketing Strategies
M&S has always been a retailer that prides itself on customer service. This has never been more important than now. The coronavirus lockdown has forced the company to reboot its entire operation.
One example involves Instagram and a feature called Style Finder. This tool allows customers to search for products by photo.
The company has been focusing on product and investing in digital channels rather than blockbuster TV ads, which is paying off. It also focused on getting its food into new locations. For example, it partnered with Costa Coffee to make 30 of its M&S food-on-the-move products available in around 2,500 stores. This strategy is delivering sales in line with expectations, according to M&S.
M&S also has a focus on personalization. It prioritizes messaging that increases customer lifetime value, such as encouraging customers to download the mobile app or join its Sparks loyalty programme. The company now delivers over 500 million personalized interactions annually.
The company is experimenting with innovative ways to connect with customers, including using photo-sharing platform Instagram and search tool Style Finder. It also plans to expand its Shoppable Instagram campaign, which enables items in photos to be linked to their online shopping pages. The company hopes this will attract younger audiences. It also recently partnered with TikTok to boost the popularity of its new M&S Magic Coffee.
Email marketing is one of the most popular forms of digital marketing. It involves sending promotional emails to your customers and prospects. These emails can include discounts, special offers, or exclusive content. They are also a great way to keep your audience updated on new products or services.
M&S recently launched a campaign called Must-Haves to encourage more customers to buy its products. The company is also using Shoppable Instagram to help consumers find the perfect outfits for their needs. The campaign aims to attract younger shoppers and expand its customer base.
M&S is taking a new approach to its technology, investing in data analytics and digital capabilities. The company is building a single customer data center that integrates online, Sparks, and Ocado data to create unified customer profiles. The company also plans to use this data to drive more personalized experiences and better store efficiency. In addition, the company is implementing a new inventory management system for its food stores.
Pay-per-click (PPC) advertising
Pay-per-click (PPC) advertising is a type of online marketing that allows businesses to bid on keywords in order to appear in search engine results pages. It’s a form of digital marketing that’s highly effective for ecommerce websites, and it can help boost traffic and sales. PPC ads can be displayed on search engines, display networks, and social media platforms.
M&S’s new online marketing strategy aims to create a ‘customer ecosystem’ that will drive customers to shop more frequently and stay loyal. It’s also launching a bespoke content platform and upgrading in-store digital technologies, including enabling customers to buy online from stores and avoid long queues at check-out.
In addition to the website, M&S is reshaping its social media strategy, tapping into viral trends on platforms like TikTok. This is designed to build a fresh image and prove its omnichannel credentials. It’s also using social platforms to highlight its latest fashion ranges and drive in-store sales.
Search engine optimisation (SEO)
Search engine optimisation (SEO) is an integral part of any digital marketing strategy. It involves optimising a website or web page to improve its visibility on a search engine results page (SERP). Unlike paid search ads, organic SERP results are unpaid and can lead to increased traffic and brand awareness.
SEO is a complex process, and although it can be time-consuming, it can result in long-term benefits. In addition to improving a site’s organic search ranking, it can also increase the number of visits and sales. It can also help a business gain competitive edge over its competitors.
M&S has partnered with Quill to create more than 50,000 pieces of high-performing content over the next two years, including product and category descriptions, and online customer buying guides. The agency won the work following a pitch that highlighted its unique relevancy-led approach to digital PR and SEO. This is a significant investment for the retailer, which has recently cut its floorspace and laid off 7000 staff.