"The way you tell an industry needs disruption is everything looks the same. The truth is: how much difference is there from one jewelry store to the next?" Sobering words from Ben Smithee, a digital marketing expert, during his keynote presentation at the JA New York Show on Monday, July 28.
Ben spoke to a crowded room of retail jewelry professionals and designers about digital disruption and how to reach the millennial consumer -- two things he is an expert on as CEO of SPYCH & Digital Strategy Officer at RELEVENTS. While he acknowledged the jewelry industry has a lot of room for improvement in the online marketing and e-commerce space, he had words of encouragement:
"Stop thinking of digital disruption and online marketing as something that breaks or kills your business but rather something to embrace that will grow all jewelry business," he encouraged.
Ben advised every jeweler to get started with digital marketing, "Just do something. Just stick with it and do it and I promise you that the business model will come about from it."
To get started doing something, here are some key areas of the future of millennial marketing that Ben advises jewelers to start considering for their marketing strategy: