In today’s interconnected world, the digital export market has emerged as a game-changer for businesses across various industries. One industry being on-premise marketing.
As technology continues to advance at an unprecedented pace, traditional methods of conducting international trade are gradually being replaced by digital platforms.
This month, we’re exploring the potential of the digital export market, highlighting its benefits and demonstrating why businesses should adapt to this new era of global trade.
The Traditional Mass-Print Point of Sale Marketing Approach: A Flawed Strategy
Historically, businesses have relied heavily on traditional mass-print point of sale (POS) marketing approaches to reach their target audience. This results in global brands investing substantial resources to create and distribute physical marketing materials, such as tent cards and menus, for their on-premise accounts in local markets. However, this method has proven to be increasingly ineffective in the digital age. Here’s why:
1. Limited Reach and High Costs: Traditional mass-print POS marketing methods have limited reach, often confined to specific geographic regions. Expanding into new markets can be a costly endeavour for businesses. This is due to the expenses involved in printing, shipping, and distributing the marketing materials. Not to mention the irreversible impact this has on the planet.
2. Lack of Targeting and Customisation: Mass-print POS marketing fails to provide the level of targeting and customisation that digital platforms can offer. Blanket marketing strategies often result in wasted resources, missed opportunities to connect with the right audience, and most importantly, waste.
3. Environmental Concerns: In an era where sustainability is paramount, mass-print marketing contributes to excessive paper wastage and carbon footprint. Consumers are becoming increasingly conscious of businesses’ environmental practices, and outdated marketing methods can leave a negative impression.
The Digital Export Market: A New Frontier for Global Trade
With the advent of the digital export market, businesses can now reach a global audience more effectively, efficiently, and sustainably.
1. Expanded Reach and Global Presence: Digital platforms allow businesses to transcend geographical boundaries and tap into international markets effortlessly. Businesses can promote their products to a vast customer base worldwide, reaching local markets that may have not been possible with the traditional model. This also removes the need for time-precious sales reps to spend their time driving to distribute generic POS. What brand wouldn’t want their sales rep to spend more time selling than distributing ineffective POS?
2. Customisation: Digital marketing enables businesses to precisely target these local markets, where alcohol content and advertising restrictions vary, as well as cater to local tastes and preferences. Customisation can lead to higher conversion rates and customer satisfaction.
3. Cost-Effective and Scalable: In comparison to traditional mass-print POS methods, digital marketing offers a more cost-effective approach. Businesses can allocate their marketing budgets more efficiently, reaching a larger audience with less investment.
4. Prioritise Customer Experience: In the digital export market, providing an exceptional customer experience is paramount. Investing in seamless POS marketing creation and fast shipping options can help foster customer loyalty, positive reviews and in turn, more brand sales.
MRM Global recently featured in the Scottish Export Index Playbook as one of the top Digital Exporters in Scotland. The Technology sector plays a crucial role in Scotland’s core export strengths, making up an impressive 10.3% of all exports, reaffirming the rise of the digital export market.
The digital export market presents an exciting opportunity for businesses to expand their reach, increase revenue, and thrive in the global marketplace. By shifting from the traditional mass-print POS marketing approach to digital strategies, businesses can overcome the limitations of geographic boundaries and leverage the power customisation. Which reminds us – what are your plans on the 7th September?
Join our free webinar ‘The Power of Customization in the Print Industry’ where our Head of Supply Chain will share real-life success stories, helpful tips, and best practices that you can implement in your POS marketing right away. We can assure you, it’s one you don’t want to miss…
Can’t wait ‘til then? Reach out to our New Business team and make the switch to the on-demand POS marketing technology solution now and stay ahead of the curve.