In a hyper-connected world where the majority of the population has one or more social media profiles, influencer marketing plays an indispensable role in attracting visitors to shopping centres.
Strategies with influencers provide positive results if properly executed. Content creators have become digital prescribers with a great influence on the purchasing decisions of their audience. The association of shopping centres with influencers to promote services, new initiatives, raffles, promotions, visibility for their operators, new openings, etc., provides good results in terms of traffic.
The success of this type of collaboration lies both in the suitability of the influencer's content (aesthetics, values, audience, etc.) with the center's public and with the specific objective being pursued, as well as in allowing the content creator to control the narrative to maintain the authenticity and credibility of the communication on their networks.
Collaborating with people who have publicly shown affinity for the brands operating in your shopping centre on their networks is important. In this way, they will communicate about them with passion and knowledge, inspiring their audience. The briefing that is sent is key ; it is necessary to
The campaigns that offer the best results are those that have a more organic approach , which are not perceived as an aggressive advertisement where the influencer's voice is interrupted with corporate words in the speech.
4. Social networks
The user shopping experience has migrated to a phygital environment . Consumers make their customer journey by interweaving physical and digital channels interchangeably and on many 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 networks fiji email address 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 .
