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Retail Gazette and Bazaarvoice gathered retail and brand marketeers together for breakfast and an in-depth discussion on what represents good marketing in 2023.
When asked at a recent Retail Gazette roundtable about the main factors stopping them doing what they wanted to do, the room full of retail and brand marketeers provided some classic responses.
“Time”, “budget”, “resource”, “approval”, “agreement from everyone”, and “stakeholders” were among the answers given at the end of an in-depth conversation about marketing in 2023, which took place over breakfast at Seacontainers, London on 31 January.
But while the event ended on those challenges, the previous two hours highlighted huge opportunities marketeers see in leveraging the power of their communities in the overall marketing mix. Indeed, it was agreed that tapping into user-generated content (UGC), and online content creators made for a prudent strategy in the face of the aforementioned obstacles.
The breakfast, which was co-hosted by e-commerce technology company Bazaarvoice, involved representatives from Charles Tyrwhitt, Colgate-Palmolive, Mars, MZ Skin, Specsavers, Ted Baker, The Lego Group, and Unilever.
“Let’s blow some s*** up”
Roundtable guests were all at a different stage of deploying UGC in their marketing, but there was a general recognition that embracing what customers are saying about a brand or retailer in campaigns leads to more authenticity in message.
Customer advocacy is a strong tool that any retailer would like to leverage as part of their marketing, with the voice of the shopper having persuasive and ‘real-life’ qualities that can strengthen a company’s appeal, guests remarked.
“We give our brand an identity, but the community gives it personality,” said one attendee.
“It’s important to consider all of this in the current economy. Creating community and tapping into it wherever possible is very important at this time when sales…
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