Whether you’re doing a print ad with a QR code, updating your brand’s Facebook page, or rigging for SEO, all of the instances of marketing that you create will ultimately be seen in a unique location by a unique viewer.
People always encounter marketing in a specific context. Subsequently, marketers need to anticipate what that context is, in order to engage and connect more deeply with it.
Campaign and brand experiences can and should be integrated across physical space and multiple objects - the impact of multiple brand engagements has been proven to deliver positive results. Strategists need to make certain as best as possible that the chosen medium and messaging tactics accommodate and compliment people’s unique identities, activities, and location.
How can marketers get this mix right? By thinking it through.
On October 12th, Econsultancy will be welcoming over 1,000 marketers to JUMP, our Joined-Up Marketing and PR conference.
As part of the run up to the event, now in its second year, we asked
Twitter users to tell us about the problems they’ve faced when
attempting to run multichannel campaigns, using the #CometoJUMP hashtag.
As an incentive, we assembled a great package of prizes for the
most interesting or relevant tweet.
The results showed that marketers face a huge variety of challenges as
they try to track and optimise for customers who routinely interact
with multiple touchpoints both on and offline before purchasing. We also
uncovered recurring themes that may be slowing progression towards
fully integrated marcomms.
In addition to the winning tweet, I thought it would be enlightening to
run through ten of the best entries here and check out some
of the issues we’ll be covering at JUMP this year.
In the run up to the JUMP Conference on 13 October, we decided to commission some research to get some insight into how modern marketers are embracing multichannel marketing.
The research reveals that whilst the majority are using at least three marketing channels (98%), many are not maximising the potential value of this multichannel approach with over half still storing the data gathered from each channel separately.
Whether you are an offline marketer or digital marketer, developing integrated, multichannel marketing campaigns is now a critical element of planning and strategy.
With this in mind, I've been searching through Slideshare to find some excellent presentations on various aspects of multichannel marketing.
Who would have thought that nearly 40% of online searchers make a purchase after being influenced by an offline channel? You would expect some influence, yes, but that significant?
That’s exactly what the results from a recent iProspect study looking into offline influence on online search behaviour indicate...