Commentary

Sears' Deutsch: Remember What's At The Center Of Your Target (Hint: It's Not Just A Bullseye)

The problem with many cross-channel approaches to marketing is that they get a little hung up on the channels they are crossing and forget about the thing they’re supposed to be channeling. That’s more or less what Sears Holdings Corp. DVP-Digital Marketing Ryan Deutsch told Cross-Channel Marketing Insider Summit attendees at Lake Tahoe this morning.

To illustrate this point, Deutsch showed an infographic delineating the way SHC looks at its cross-channel channels.

“Fundamentally, what makes all of these things work is what’s at the center -- the member,” Deutsch reminding attendees that it’s all about the customer. In this case, a loyal customer, or what SHC refers to as a “member.”

Importantly, Deutsch said there has been an important shift in mindsets about member marketing, shifting “more toward the loyalty side vs. the ecommerce” side. “It’s all about putting the member first,” he said.

Needless to say, marketing organization still need to organize around that pursuit, and Deutsch offered a framework for doing that. You should watch his presentation to get the context of it, but here’s one of the slides he showed illustrating how to set it up.

Lastly, Deutsch kicked things off by informing the summit’s attendees about Twitter’s new audience platform this morning and asked the audience if they had an insights about it. No one fessed up, but here’s a link to MediaPost’s own Gavin O’Malley’s coverage of the news.

Next story loading loading..

Discover Our Publications