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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…
Think about all the ways that a marketer can reach a consumer.
It’s the view of many that the more traditional methods such as direct mail are now battling against the variety of other channels, the ever-growing organisational use of social media for example.
This however, simply shouldn’t be the case.
A key trend highlighted in our recently published Real-Time Bidding Buyer’s Guide is that media buyers working with RTB for their display campaigns are gradually translating these capabilities to other channels, such as mobile, video and social.
Integrating display advertising with other online channels has a positive impact on conversions, though less than half of marketers are currently doing this, according to Econsultancy's Cross-Channel Marketing Report 2012
The report, carried out in association with Responsys, looks at the use of online and offline marketing channels, integration of display advertising and use of mobile for marketing.
The report is based on a survey of more than 650 companies and agencies, carried out in April and May 2012.
Here are a few highlights from the section on integrating display advertising...
Just 49% of companies have a strategy for integrating mobile into broader marketing activity, including 35% who say integration is very basic.
Though mobile has grown rapidly over the past few years, it seems that many companies are held back by organisational issues, while others may need to focus on tactics such as optimising email for mobile, rather than relying on QR codes.
In this first US issue, the magazine tackles 20 important multi-channel topics, from big data and the challenges of the silo-less organization, to bringing innovation to the enterprise.
We're just getting warmed up for the JUMP event, happening November 1st in New York.
The notion that together search and display advertising can be greater than the sum of their parts is nothing new. But when it comes to actually making them greater than the sum of their parts in the real world, large marketers are apparently having some trouble.
That's what Forrester Consulting found in a study that was published yesterday.
The majority of consumers surveyed at bricks-and-mortar locations of Macy’s, The Gap, Best Buy and the Apple Store said they use the retailers' web sites to help make their in-store purchase:
• 88% said they had shopped that retailer's web site
• 75% said visiting the brand's web site helps them to shop in-store
• 85% compared prices online
• 44% visited a competitor's web site
• 26% will visit the retailer's web site to continue shopping after leaving the store
For most cross-channel retailers 2008 was a financial disaster, and surviving to discuss 2009 is an achievement. No different at Zales Jewelers. The mall and outlet center-based retailer closed more than 100 stores and took an 18 percent hit in 2008. But one of the bright spots has been its ecommerce operation. As SVP Steve Larkin says we "do a lot of stuff" online that doesn't get as much publicity as the collapse of the high-end jewelry market. We talked to Larkin after the company announced that its revenues for January and February had stabilized for 2009.
We've heard a lot lately about the saving power of ecommerce as offline retail struggles and the economy starts to crawl back. Zales has certainly had its offline problems, and I'm interested to know your macro view of retailing right now.
Ecommerce is better than traditional retailing. And that comes from advances in just about everything that has to do with online retail. We're constantly improving the customer experience and constantly improving customer service. I also think we provide a lot of value online for the customer. They can comparison shop, they can research products, and they can get best price. We will continue to invest in ecommerce and continue to cross-promote our online store through our offline stores.