BT: Our primary marketing channel is email.
Up to now that’s been largely shotgun instead
of rifle. So the first bite of the apple is in segmentation of existing channels. That will apply in everything online from email to paid
search to social and SMS. As for social, I’m
beginning to look at it in a very different way.
Social is a fair way of speaking to your customers, but it’s better for listening to them.
When I look at the future of social at rue21,
I’m not necessarily thinking about the branding message. Eighty percent of it is about listening and getting feedback.
MQ: How do you balance the technology and
digital aspects of marketing with the people
BT: Now that we have transitioned into being entirely digital, it’s important to remember
that marketing is still about people. I’m trying
to shy away from investing too much in tech.
I would sooner invest $50,000 in hiring another person. MQ
Rue21: Segmentation of existing channels