Integration and Multichannel are words on the lips of almost every marketer in the world. Whether you are an offline marketer or digital marketer, developing integrated, multichannel marketing campaigns is now a critical element of planning and strategy, but the skill-sets to be able to do this effectively are often lacking.
In Econsultancy's course on 'Multichannel Marketing', I'll be exploring how integration really works and how to plan, execute and measure campaigns in a multichannel environment. Read this extract below of some of the themes that are discussed in the course.
Lot of talk this week about who owns the digital marketing customer. Brands and ad agencies claim they own the customer's data. More than a few panelists at Thursday's Digiday sessions said that if the customer is paying a network or site for interaction privileges at that moment, then that site owns the customer. To all those who say they can own the customer, here's a newsflash: no one owns the customer.
Nor does anyone rent the customer or loan a customer. Any company that thinks they can own the customer, or the customer's data, or the customer's digital experience, has a weird type of business neuroticism. That neurosis might be best cured through a little reality therapy. The reality is, customers may pay you time, attention, and revenue, but they give you no more than that. The goal of internet marketing is to create the opportunities for that attention and revenue.
Generally speaking, US retailers seem to have adapted to Twitter more effectively than their UK counterparts, with some great examples of successful engagement with customers on the site.
Dell and Zappos are two firms that have often been given as examples, but there are plenty of others. For example, Threadless has managed to acquire an impressive 90,000 followers on Twitter by running competitions to design T-shirts.
I listed UK retailers on Twitter last week, and it was hard to get a list together, and many of the big names are missing. Creating a US list has been easier, but if I have missed any, let me know...
Google continues to redouble its efforts on its core business - advertising - and on Wednesday launched a beta of what it is calling "interest-based advertising".
Interest-based ads add a new dimension to ads on Google. Unlike ads that are completely contextual, interest-based ads "associate categories of interest...with your browser, based on the types of sites you visit and the pages
AOL has seen better days. It has never been able to replicate its high-flying act of the 1990s and under Time Warner, at times it seems to have barely managed to stay above ground.
It was time for a change and yesterday it got one as soon-to-be-former Google Senior Vice President Tim Armstrong was named chairman and CEO of AOL.
Gaming news and reviews website Gamespot is now the most popular site for gamers in the UK, with a total audience of 4.5m.
Gamespot, along with the rest of CNET's network of media sites, was acquired by CBS last year for $1.8bn. I've been talking to Geoff Inns, CBS Interactive's UK Product Director for games and entertainment about the recently released ABCe figures.
Driving people to websites is still the main objective of most
marketing campaigns, and why not, surely that’s the end goal of all
But what happens to people, once they get to the target site seems to be
less important to many campaigns, as is the measurability of those
converting from prospects to customers once they arrive.
Yesterday I detailed my experience of trying to use Twitter as a search engine. It wasn't a good experience.
A lot of people have been trying to define and categorize Twitter lately with minimal success. That's probably due to the fact that Twitter is being used by lots of different people for lots of different things; it's hard to fit it in a neat little box.
A concordance of today's Digiday Mobile conference would show the most often used phrase as "not fully baked." But despite the business models and infrastructure issues that still need time to mature, mobile marketing is progressing toward a brand-driven future.
With a new major Dockers iPhone campaign breaking tomorrow, the conference provided some insight as to the profile of brands that are consistently engaged in mobile campaigns of some kind. Whether it's SMS text, WAP sites, banners, or proprietary apps, the brands involved are impressive. Adidas, Nike, Coke, Paramount, P&G, and most every other major brand were either involved in or planning a mobile campaign, according to the agencies assembled. Razorfish's emerging media VP Terri Walter told the conference that it handles more than 200 mobile clients and AdMob handles 200 a month.
Ford's social media director Scott Monty might have thought he was off to a safe start with a little audience participation during a recent conference presentation. "How many people here," he asked, "have ever driven a Ford?" Most of the audience raised their hand. "Now how many of you would buy one?"
And the room froze like a rusted carburetor. "That's the problem," he said.
The solution? Part of it is in a social media program that Monty believes will restore some of Ford's lost "humanity" as a brand and continue to put some distance between Ford and the two other Detroit carmakers, Chrysler and GM. "Somewhere along the line," said the company's digital and multimedia content manager, "we lost our personality. We can gain it back with social media."