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Playing safe with marketing a risky strategy, claims Australian Interactive Marketing

Playing safe with marketing a risky strategy, claims Australian Interactive Marketing

Outsourced sales and marketing specialists Australian Interactive Marketing have issued a statement claiming that ‘playing safe’ in their area of expertise is causing brands to suffer, due to an apparent lack of market differentiation.

The firm has observed how this is primarily harming high street stores over in the United Kingdom, but they claim that Australian markets are not exempt from similar brand tactics.

Department stores used to offer unrivalled convenience to consumers by housing a collection of brands under one roof, but now this is no longer a unique selling point, they are struggling to redefine what makes them special.

“From what we’ve seen, there are definitely parallels between the UK and Australian high street. Being ‘brave’ with marketing strategies simply isn’t a priority, and consequently, a ‘sheep-like’ follower mentality has crept in due to tough markets where guaranteed sales are needed. Ironically, playing safe could actually be putting customers off – many of whom are looking for something different from the saturated norm,” states a spokesperson for Australian Interactive Marketing.

Australian Interactive Marketing believes that to keep customers interested, brands need to be testing the waters every so often with new innovative methods of communicating their benefits.

The firm, who primarily operate in the offline sales and marketing arena, are encouraging more firms to utilise their expert brand ambassadors to restore the faith in brand-consumer interactions.

“Now more than ever, people are dissuaded from cluttered newsfeeds and are feeling more empowered through engaging offline, in-person. We can only hope this continues, as striking a healthy balance between on and offline marketing is paramount to delivering extraordinary customer experiences,” added the spokesperson for Australian Interactive Marketing.

Source: https://www.marketingweek.com/2018/09/27/department-store-fighting-back/

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