Low costs, global reach, easy implementation and tracking. The benefits of multichannel digital marketing are manifold, but there's
still a definite tendency by many companies to play on the safe side.
A large number of employers simply don't trust their staff to remain on
message when taking their first steps into multichannel, and with social
outreach at an all time high there certainly are examples that back up
that age-old adage: To err is human.
With the continuing increase in online audiences, the need to cross-purpose your marketing has never been more important.
Multichannel marketing represents revenue for all industries, so the importance of correctly mapping customer behaviour is critical.
However, while web analytics can help you as you attempt to create a better online service, a simple shift in organisational structure may give you access to an ideas pool you’ve haven’t previously utilised. Your staff.
Here’s five quick ways you can get the best out of an integrated approach to improvement, by combining your employees ideas and talents with solid metrics to create a better service.
In October more than 1,000 senior marketing professionals will attend Econsultancy's JUMP event to learn how to join up online and offline marketing. We have assembled a really wonderful line up of speakers who will share knowledge and insight. It promises to be a great event.
As part of our move into multichannel territory we've been trying to raise awareness of the issues, challenges and opportunities involved with joined up marketing. We launched a JUMP magazine and a multichannel marketing blog, and now we'd like to invite the world's marketing bloggers to take part in the #JUMPchallenge.
And yes, there's an iPad to be won...
One of the major challenges facing all marketers both on and offline is
integration. Whether you have an established multichannel presence or are currently
testing the waters, here are a few simple tips to make sure your
strategy stays on track:
There has been plenty of talk about the benefits of coupons for online retailers, but a recent study underlines the benefits of coupons for offline and multichannel retailers.
The Compete survey finds that only around a third of coupons are redeemed online, so they offer a way to drive offline as well as online sales.
Chris Gorell Barnes is CEO of Adjust Your Set, an online video agency which provides branded content channels for companies such as Thomas Pink, M&S, Sotheby’s and Royal Opera House.
Chris will be speaking at Econsultancy's Future of Digital Marketing 2010 event about his vision for the future of video on the web. The event takes place on June 16, there are still some places available.
I've been talking to Chris about how the use of online video can benefit brands...
In this post I'm looking at the world of real multichannel advertising, and how brands can extend the impact of a TV
advertising campaign well beyond its airtime.
Earlier this month (May 2010), Bain & Company and the IAB concluded the final part of its year-long study into ‘Building Brands Online’.
The study (PDF) reports the need for brand advertisers to: ‘develop and utilise more innovative ad formats’; ‘cast a wider net for creative ideas’; and ‘drive cross-platform campaign integration’; in order to realise the real potential value of online advertising.
Multichannel sales reached £1.9bn for Argos in the last financial year, 43% of the retailer's total sales. The latest addition to this strategy is a new Check & Reserve iPhone app.
I've been talking to David Tarbuck, who is head of multichannel development at Argos, about the new app, and the company's approach to multichannel retail.
Welcome to the JUMP blog. If you’ve made it this far we assume you know a little about the JUMP event this October. Perhaps you’ve followed a QR code, been directed here via a vanity search on Google, received a rather exciting bit of post, followed a link on twitter or simply been recommended by a friend. However you found us - we’re glad you’re here.
JUMP is a cross-industry series of research reports and a conference (13 October 2010, London, UK) for senior marketers to explore the new era of marketing created by the integration of online and offline channels, technologies and disciplines.
Argos has just launched its first iPhone app, in response to 600% increased in traffic to Argos.co.uk from mobile devices. In December, Argos had 750,000 visits from iPhones and iPods, so the demand is clearly there.
The app, developed in-house, isn't a full mobile commerce offering, though that is something which may follow later. Instead, the app allows customers to browse and check stock levels at their local stores, before making a reservation for in-store collection.