Retailers shift their ad spending from TV, radio and print ads to digital ads.
A design conference speaker says retailers need to maintain a consistent online image.
Despite fragmenting consumer behaviors and constantly evolving technologies, retailers now have multiple versions of their brand online, says Stephen DiMarco, vice president and chief marketing officer at Compete. That means it’s even more important for a retailer to keep its image consistent across the various platforms. And knowing what information to put out on which e-commerce platform requires having a solid program execution, he says.
DiMarco, who will be speaking at the Internet Retailer Web Design and Usability Conference in a session entitled “One Size Doesn’t Fit All” from 11:45 p.m. to 12:15 p.m. on Feb. 14 will discuss how different consumers use the Internet based on age, gender, culture and other factors. In doing so he’ll suggest what retailers need to know to make sure their design and navigation are appealing to their target audience and how to create the right design to appeal to or cut across different demographic segments.
“Program execution is the new name of the game and at the heart of brilliant execution lies design informed by savvy market research,” he says. “We’ve seen companies push for a more holistic view of their consumers and competitors that go beyond simple measurement and site optimization to connecting disparate data sets that help them see the influence and interplay of all of the marketing activities impacting their target consumers.”
Internet Retailer’s editors asked DiMarco to speak because he is an industry veteran with more than 15 years of marketing and client management experience. He oversees the marketing of Compete's intelligence and targeting services to Fortune 500 companies. Previously, he co-founded Internet strategy consulting firm ZEFER and directed business development and marketing initiatives for News Corp.