Retail Marketing Conference: 6 Ways to Differentiate Your Brand From the Pack

In her opening keynote address at this week’s Retail Marketing Conference in Orlando, Fla., Kathy Daly-Jennings, head of industry, retail practice, Google, laid out six ways that retail marketers can engage customers and prospects with integrated campaigns that connect.

Google targets B-to-B companies — and their IT managers, in particular — for search business, Daly-Jennings said. A recent marketing campaign tied to that objective saw it put a twist on an old technology: Google posted billboards in four cities (New York, Chicago, San Francisco and the Silicon Valley) targeted to mobile decision makers, but changed the message on each billboard every day for 26 consecutive days. In addition to billboards, other offline efforts included ads in newspapers and magazines, as well as signage at airports. Online search campaigns were also conducted for a truly integrated effort.

Joe Keenan is the executive editor of Total Retail. Joe has more than 10 years experience covering the retail industry, and enjoys profiling innovative companies and people in the space.