Visual Merchandising module would be the go-to module to gain more ideas on marketing campaigns by looking into both landing pages and newsletter content. Learn the basics of how to research for marketing campaigns using Omnilytics in this help article.
Landing page act as a window for brand messaging to customers on an online platform; whilst newsletters act as an important contact point of the retailers to their customers, especially in conveying campaign messages like sales events.
Step 1: Review retailers’ landing page and newsletter content
When you click into the Visual Merchandising module, you will see a calendar as well as options to toggle between “Landing Pages” and “Newsletters” at the top. Within the calendar, there are cells highlighted in different shades of blue with the darker blue representing a higher count of content.
Depending on the goal of your research, you can use the main filters on the left to help you narrow your research. In this example, we are researching on marketing campaigns during a sale. You can use the keyword filter to narrow your search for words showing “sale” to limit the research to only landing pages and newsletters with the keyword as shown in the image below.
Step 2: Understand the sales mechanic launched by different retailers
When deciding on the dates you select, you may want to consider the goal of the research and if it’s specific to a seasonal sale like year-end, Christmas holidays or Black Friday, or it could be just to research on ideas for a campaign.
We have selected the 26th of July in this example. There were a total of 26 newsletters with the keyword ‘sale’ available. You can scroll through the landing pages and newsletters across retailers to understand the different types of messaging to gain more ideas for your campaign.
For example, we observed Katies has launched a ‘4 Days of Christmas in July’ with specific discount offerings. This reflects the brand’s creativity for the sales campaign messaging adopting a refreshed campaign name for a 4-day special sales.
Marketing campaign launches are all about creativity. Having the ability for your brand messaging to stand out from the crowd is essential. By understanding other retailers’ messaging content, you will be able to gain relevant ideas with strong messaging and move forward to craft your brand campaign. This helps to build a close connection between your brand and target customers, and eventually drive interest and generate strong sales conversions.
Hope you found this article helpful! If you have any questions or would like to explore the Omnilytics dashboard further, feel free to reach out to your respective Client Success Manager.