There are no shortcuts for executing campaigns well, but there is a tried-and-true method for getting customers to participate. Do you know what it is?
Is there a magic bullet for engaging with consumers through your digital strategy? Common sense says there isn't a magic bullet for anything in business. But The Gap's Tricia Nichols says if you can define what value means to your target audience and figure out a meaningful way to deliver it, you can shape campaigns that will produce authentic, personal engagement. While the execution styles will vary, the "magic" of knowing your consumer is tried and true. Echoing the authenticity theme, Nichols also says a successful campaign will be mass/social in experience, but personal in delivery.
Which beings us to cool technology ideas. In today's interview, Nichols tells iMedia's Bethany Simpson what technologies (current and future) The Gap is considering for creating new levels of engagement with customers. This includes personalized pricing, scannable tags, and more. Click to 1:08 to hear about the magic bullet of digital engagement.
Conversation highlights
0:00 — Social pricing, and other cool technologies
0:36 — A cool way to customize coupons
1:08 — A magic bullet for digital engagement?
1:48 — Are QR codes finished?
2:27 — The augmented reality marketing angle
2:51 — The key areas marketers should invest in for 2013
Run time is 3:21
Tricia Nichols is currently the Global Lead of Consumer Engagement, Media Strategy and Brand Partnerships for Gap in NYC. In this role, she is responsible for developing a global consumer-forward media approach that redefines consumer & brand interactions, including customized partnerships, digital/emerging media, branded entertainment and shopper media.
