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Cybex Marketing is a comprehensive application that integrates market planning and evaluation, information driven selling, content management, customer management and analytics within its campaign management tools.Provide a process for adjusting campaigns to react to the most current and comprehensive data. Seamlessly Integrated with Cybex Merchandising System, Accounts Receivable, Store Systems, Internet Storefront, Cybex Data Warehouse, and Cybex Reporting System to ensure all areas of the enterprise rely on the same marketing plan facilitating marketing control and optimization. RETAILRecently, retailers have placed a strong emphasis on digital and social media marketing. The statistics show how important it is to include direct mail in your marketing strategy, and Tobe Direct can help you generate the response you desire from your direct mail campaigns and at a cost that fits your budget!
For over 20 years, Tobe Direct has managed the direct mail programs for several Fortune 50 and Fortune 500 retailers. About Tobe DirectTobe Direct provides innovative, targeted Direct Mail solutions that break through the clutter to help your business connect with customers on a more direct, personal level. Multi-channel retailing was firstly offered in 1999 by Circuit City: buy online – pick up in-store policy.
Thus, Omni-channel marketing policy is a perfect way of constant innovations and sales growth for offline retailers as well, suggesting a solution for that: valuable software, mobile applications, QR codes, kiosks, social networks representation, online and mail catalogs, personal approach and unique offers, introduction of flexible marketing strategies and more. Bright and fresh examples of such modern solutions are represented by iKantam, an e-commerce applications developer. Omni-Channel approach is fully customer-oriented, thus, in addition it is necessary to implement “listening” strategies which could be: human or automated. Thus, Omni-channel market rapid development is caused by rise of mobile shoppers and constantly introduced innovations, so this trend is going to move further.
In my previous post I mentioned the complexity around developing an omni-channel retail marketing plan and outlined a methodology based on my experience at CrossCap.
First of all the marketing strategy needs to support the year’s business goals which can range from a combination of developing the retail brand, emphasizing a merchandise business, national brands or promotional strategy. Retail marketing departments track and measure several metrics that help determine whether they’re aligned with their strategic goals. Previous year performance which would include metrics such as traffic, sales, margin, forecast sales, incremental sales and incremental margin are key in determining what worked and what didn’t work during the different campaigns and seasons.
They would also try and understand the amount of investment competitors dedicated towards their merchandising categories by reviewing number of print pages, GRPs, online banners, Facebook promotions and Home Page allocation for web & mobile. Retailers develop models to understand the relationship between investing marketing assets into a business during a certain time and the anticipated return. Once all the inputs have been assessed and incorporated, the marketing strategy team would outline the goals and define a marketing plan to support the goals. The marketing calendar defines all the strategic initiatives and tactics that support the plan. The asset allocation plan defines at a high-level how much of each marketing asset will be allocated to a particular business. As a component of the marketing plan, the marketing budget defines the weekly, seasonal and annual investment in marketing for the retailer. During the annual marketing planning meeting, the marketing strategy team would present the calendar outlining the strategy, seasonal initiatives along with all the defined tactics with their associated weights. Philippine Prudential, the leader in innovation and growth in the life insurance industry in the country, recently recognized the Top Performing Sales Members of the Company’s various Sales and Marketing Channels during its “3rd Annual Golden Heart Awards” Ceremony held at the Pavilion of the Wack-Wack Golf and Country Club in Mandaluyong City.


And, of course more and more people prefer online shopping instead of visiting any physical store. Under such circumstances, all brands and retailers need to be more flexible, efficient, should diversify their merchant channels, promote SEO campaigns, and improve analytics capabilities. Nomi, RapidBlue, Euclide Analytics, Prism Skylabs provide hi-tech software for in-store usage. The first means becoming an active member of corresponding virtual communities and searching out appropriate content there. In addition, they have an opportunity now do keep track of current shopper’s location from mobile devices. In turn, Brick?and?mortar traders must expand their influence by adding new channels, optimizing their in?house and mobile services to satisfy as much information?hungry and mobile?empowered customers as possible. Today, I would like to focus on Strategic Planning which is the first step within the planning phase of implementing an omni-channel marketing plan. During the strategic planning phase, the marketing strategy team incorporates several different inputs to define the marketing strategy and develop an annual marketing plan that aligns the execution with the strategy.
The execution of the marketing strategy is also constrained by budget and marketing channels that can access the target customer base. Aside from the business focus and merchandise strategy, marketing has several other inputs they need to incorporate while defining their marketing strategy. Some of these metrics are customer perception, overall impression, brand health, value etc.
At the strategic level, the LY performance data would be reviewed more in the manner of how productive all the space was, and the dollars assigned to each business during a season, or through a campaign. During the strategic planning phase, retailers review key themes, messages and what merchandise the competitor focused on in a season.
These are macro models that provide a guideline to the CMO, however they do not address certain aspects or changes in the market like emerging marketing channels, trends or socio-economic transformations. This is usually done at a weekly level to demonstrate how much investment is made across different businesses for each week in every marketing channel. To develop the marketing budget, marketing departments utilize the marketing calendar and asset allocation plan to determine the weights (number of pages, GRPs, etc.) and use historical data from agencies or that they have previously compiled to forecast their marketing budget. They would then present the asset allocation plan highlighting the space allocated to each and every business for the different seasons and the approximate investment and percent of the marketing budget dedicated to the businesses.The marketing plan at the annual level goes through multiple changes but is finalized and committed to prior to the beginning of the next fiscal year. It happened for lots of reasons: shopping websites and marketplaces are constantly being upgraded with new options, functions, features as well as they are keeping high customer service, in some cases providing even more profitable deals and convenient services than many brick-and-mortar stores have to offer.
Bean, OfficeMax) prefer collaborating with the marketplaces like Amazon to put their merchandise to various showcases.
They offer wi-fi for tracking the store traffic flow, sensors for recording store movement data, sensors forming heat maps based on time and zone, special applications for video cameras, etc. The second means using high-end technologies and software which fulfill human functions and automatically search and listen to large amount of available social media data. If the customer left a store without a purchase made, then the store manager can mail them a coupon.
Our focus for this discussion is the 1-year strategic plan and specifically the marketing strategy aspect. They help retailers define their goals, track and consistently measure themselves against their competition. Marketing teams run multiple scenarios by dividing the investment over time and across several categories to demonstrate how the budget can be optimally spread over time and shared across the categories.


The marketing plan is an output of the strategic planning phase and is composed of three major components. For example an asset allocation plan will identify how many pages are assigned to a specific merchandise business during a week’s circular, how much of the website Home Page is dedicated to that business, how many GRPs that business will be allocated for their TV spots and also how much of the store feature space (end caps, or entrance area) will be dedicated to the business. For example if a 30 sec TV spot on National TV running during prime-time on week 23 with 250 GRPs costs $1M, this would be taken as the estimated cost for a planned TV spot.
Once the marketing strategy plan is committed, the next step is to develop a category plan which is typically performed at a seasonal level.
All similar measures are certainly going to contribute to market enrichment and business growing.
This model is used to make correct conclusions about what do people feel about the company, what experience they got and what problems they met, as well as how many new consumers were attracted by the others.
The Chief Marketing Officer needs to consider several factors before defining a marketing strategy for a single year. Based on historical performance of these measurements, marketing teams tweak their strategy to try and achieve their goals. Tactics are specific advertising instances that are defined by the type of channel (In-store, Print, Broadcast or Digital), and a duration. This information can then be rolled up by business for the month, season, quarter and year.
A similar approach for estimating other marketing channels and for each and every vehicle planned is performed until the overall budget is compiled. In my next post I will share the best practice methodology of developing an omni-channel category plan. All such measures require very fast response and constant monitoring the latest trends and market conditions. A marketing calendar defines the span for each and every tactic for example a BTS Circular will span one week, while the TV spot may air over 3 weeks. The asset allocation plan is a manifestation of the retailer’s commitment to the merchandise business and their merchandise strategy. This information is then rolled-up to outline the weekly, seasonal, quarter and annual budgets.
The calendar portrays the strategic initiative’s theme and outlines the tactic theme and weight which is defined in terms of media investment (for example 250 GRPs, 24 page Circular, 3 million contact Email send list etc.) This way the marketing calendar communicates, shares and aligns marketing, merchandising and operations about the marketing deployed to support the business goals. Just as a retailer would plan their asset allocation, they can also analyze a competitor’s asset allocation by reviewing how much ad space was allocated to their competitor’s businesses. Marketing calendars also incorporate KPIs such as LY Sales and Forecasts to demonstrate alignment between projected revenue and marketing investment. Email Newsletter Signup Sign up to receive EcommerceNotes, our acclaimed email newsletter.And receive a free copy of our ebook 50 Great Ecommerce Ideas Coming Sept.




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