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“Next is planning to save £8m by not sending out glossy catalogues to shoppers who don’t want them” said The Telegraph on Good Friday. The money freed up would be directed into digital, it stated.
Whilst multi-device consumption is quite typical, for a marketer these usage patterns can be difficult to navigate and gaining a clear view of the user journey can be challenging.
So, how to improve cross-device measurement and deliver a seamless brand experience, with relevant, timely messages to audiences across all screens?
Cross-device conversions can now be reported at keyword-level in Google's search, display and shopping ad products.
This means advertisers can optimise for cross-device conversions within their automated bid strategies, for example looking at cost per acquisiton (CPA) across mobile, tablet and desktop.
What does this mean in the context of other recent Google product updates?
More than half (57%) of marketers say their company website is one of the three most important marketing channels, closely followed by email, with 48%.
An impressive 73% of our survey respondents say that cross-channel interactions have a major impact on increasing conversions.
Whether you realise it or not, your company is in the user experience business.
Putting users at the centre of your strategy is key to a successful multichannel approach.
Here are five guiding principles to help you get it right.
Multichannel retailing involves offering customers a variety of experiences and ways to buy, including brick-and-mortar stores, online shops, telesales, mobile and tablet commerce.
It covers transactions from browsing to buying and returning, as well as pre and post-sale service. For luxury retailers, this means more channels and more devices, across which quality, service and experience must be communicated.
The transition from bricks-and-mortar to clicks-and-mortar, although full of opportunity, is not without its challenges.
In addition to the generic challenges that come with updating a business model, the luxury sector, and indeed the department store luxury market, has its own set of unique challenges.
Mobile, social and the Internet of Things are transforming the trajectory of the customer journey.
The straight shot from discovery to checkout no longer exists. Instead, it has been replaced by a zigzagging, interwoven path of touchpoints, screens and interactions.
According to a new report, both companies and agency clients have a greater focus on customer acquisition than retention (44% vs. 16% for companies and 58% vs. 12% for agency clients).
Just 40% of companies and 30% of agencies have an equal focus on acquisition and retention.
The stats, from the Econsultancy/Responsys Cross-Channel Marketing Report 2013 show the difference between where respondents think the focus should be, and where they actually are.
Over 100 senior marketers attended our inaugural roundtable event in Hong Kong last month.
They deftly explored and shared nimble ways to utilise the very latest digital marketing ideas and techniques in order to better equip themselves for their future endeavours.
Some were intent on making stronger inroads into mainland China, others were planning on taking full advantage of the small but also highly lucrative local Hong Kong marketplace (a jewel in the China crown), and for a fair number it was to better hone their abilities and skills to market across the whole APAC region.
Effective cross-channel marketing is a key requirement for companies wishing to build deeper and more conversational relationships with customers.
Our recent trends briefing on this topic explored some of the key issues facing marketers aiming to adopt a more integrated approach to marketing communications.
Also in partnership with Responsys, we have now launched our second annual survey on cross-channel marketing to understand whether companies are stepping up to meet growing customer expectations.
Held every year in cities across the world, Digital Cream brings marketers to a selection of exclusive invitation-only roundtables, each with a different theme.
Last month, it was London’s turn. One of the roundtables focused on cross-channel marketing, the findings of which have just been released in our free-to-access Cross-Channel Marketing Trends Briefing, sponsored by Responsys.
The speed of change means that companies are finding it difficult to keep up.
Full details are available in the free report, but for a quick summary, read below…