It’s often difficult for “traditional” retailers to tell the tale of the tape when it comes to their digital marketing initiatives (tale of the tape, in this instance, meaning “+ incremental $$$ in the register”), yet most c-suite retail marketers inherently “know” (or have been told, ad nauseam) that there’s oil in them there hills.
So much has been written in the last week about the litany of pros and cons the partnership between the Gap and Groupon has created (NPR: here, CNN: here, everyone else: here) that I almost decided to scrap this post (/hates being a talking head). But, I think we’ve got a little data that supports retailers loving these promotions… (WARNING: This is going to take a while)
It amazes to me how many time this article has been written. “How To Handle Online Criticism” or “What To Do When You’re the Bad Guy” or “Managing Your Brand’s Reputation in 2.0″ or any of the other umpteen iterations of the same situation: how to say your sorry online.
I know the first thing you’re thinking: “Facebook does not a social media campaign make.” But, you know, it’s a start.
