A phygital environment

samiaseo222 · Post by **samiaseo222** » Thu Jan 23, 2025 4:44 am

Consumers make their customer journey by interweaving physical and digital channels interchangeably and on multiple occasions. Social media is one of the hot spots in this journey.

At first glance, it may seem that a shopping centre's own social networks do not require special attention within the marketing plan. Wrong. This channel requires time and effort because users can find specific information on all the actions carried out by the shopping centre .

It is interesting that the center's social canadian cto cio email list networks share content created by the center itself and by users, not just posts, videos or stories from the brands that operate there.

It is essential to know well what the trends are in terms of content type and the videos that generate the most interest. Actions of interest to the audience in terms of promotions, events, trends, openings, etc., that generate traffic to the shopping center, which is the objective that really interests them.

5. Newsletters
Sending newsletters to the desired customer segment helps maximize engagement , experience, and conversions. Email marketing is positioned as the most profitable digital marketing strategy , as it is one of the channels with the highest conversion .

According to the report ' European Consumer Trends Index 2023 ', email communications are one of the options with the greatest impact on consumers. 48% of European users have made a purchase as a direct result of receiving a newsletter .

The frequency of sending communications should be regular, although not daily, to avoid the receiver feeling overwhelmed.

Email marketing is a way for shopping centres to announce operator news, promotions, events, etc., encouraging users to visit the centre to find out about them first-hand.

The message should be brief and concise , explaining the essential information that we want the person who receives it to know. The email should contain links to the website and/or social networks to facilitate user interaction.