Retail display advertising: An exercise in trust
In the competitive retail space, it's vital to keep up with the Joneses. Right now that means experimenting with native advertising as a way to showcase your brand in a new and exciting way. The idea is this: if you can reach your prospects using a subject they're genuinely interested in, then you have your foot in the door—and a readymade opportunity to gain and nurture a long-term customer.
Step one is to define the kind of messaging and imagery that will engage your target audience most effectively. So retreat to your lab to conduct research, build personas, and mess around with the Bunsen burners. Once you've identified your potential customer, it's time to start building relationships by driving these leads to a value-added, action-oriented landing page environment. At this point, you need to present your brand in a natural light (#NoFilter), so resist the urge to include short-term promotional or sales tactics.
You're now in a win-win situation: even if the user exits the landing page environment without having engaged in a defined action, you've still managed to garner at least some interest and awareness. Follow up with a retargeting strategy and relevant content that builds trust and ultimately transforms leads into loyal customers.