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Fully integrating channels in a customer marketing program or campaign is not easy.
In fact, the recent Econsultancy/ CACI Integrated Customer Experience report showed that despite 90% of companies wanting to integrate across channel, only 20% actually have a well-developed strategy.
Even when there is a strategy, implementing it is a process laden with obstacles. The most common problem for businesses is the complexity of a customer's interaction across multiple channels, departments and systems.
Related to this issue is the fact that multiple departments need to be aligned on planning and change activities required. This cross-departmental responsibility creates resource allocation and control issues.
Facebook campaigns are better than TV! That’s the overall message that one could have taken from Jerry Daykin’s talk at our JUMP conference last week, where the Mondelez EU social media manager shared some insights from the brand’s recent Crème Egg campaign.
But before you write an angry letter to the editor, there are obviously a number of caveats involved that will be explained forthwith.
Mondelez has a strong heritage of creating outstanding social content thanks to its various sub-brands which include Oreo and Cadbury.
One obvious case study is the over-hyped Oreo’s Super Bowl tweet that has become renowned in marketing circles for being the very definition of real-time advertising.
Keen readers of this blog may have seen our recent interview with Game’s insight and reward director Fred Prego on the company’s multichannel strategy.
And earlier today at our JUMP event Prego expanded on Game’s CRM strategy, including case studies on how his team uses personalised messages to drive sales.
Prego began with some quick stats to dispel the myth that the company is bankrupt, stating that the business has 320 stores and 30% market share.
Furthermore it attracted 20m customers online and in-store in the past 12 months and has had 750,000 app downloads.
However following its brief stint in administration last year, Game has re-emerged with a new focus on its customers and now aims to build the UK’s most valuable community of gamers.
Tim Wade is Director of Marketing & Ecommerce at Best Western Hotels, and has been responsible for repositioning the brand in Great Britain under the strap line ‘Hotels with personality’.
Tim will be speaking at our JUMP event on October 9 about the importance of customer experience and storytelling for the brand.
In advance of this, I've been asking him about the story behind his presentation...
Will Lockie is Multichannel Head at Evans Cycles, responsible for helping a 90 year old retail brand bridge the gap between online and offline.
He'll be presenting at our JUMP event on October 9, on the subject of identifyng drivers for multichannel shopping behaviour to improve multichannel experience.
Here, Will talks about the company's approach to multichannel retail, the value of a physical presence, click and collect, using QR codes and more...
With less than two weeks to go until the Festival of Marketing, Econsultancy towers is now working at full speed.
Not only do we now have over 100 speakers and 5,000 marketers in attendance, but our beloved mayor Boris Johnson has given us his support.
Bob Fear is Digital Content and Marketing Manager at Virgin, and he recently been involved in the relaunch of Virgin.com.
He has devised the core Virgin brand’s digital content and social strategy from scratch, and will be speaking about using data to create engaging branded content at our JUMP event on October 9.
I've been asking Bob about the presentation, and Virgin's approach to content and social media...
Celia Pronto is Group Marketing and Ecommerce Director at Ford Retail, and her expertise is in working with multichannel businesses experiencing vast transformation.
Here, Celia gives us a taste of the presentation, and some valuable insights into the company's strategy...
One of the outcomes of the consumer move towards ecommerce and digital technologies is that traditional ‘big box’ retailers have had to adapt in order to survive.
Many businesses that once relied on giant retail warehouses have needed to downsize their physical properties and move towards an omnichannel retail model that integrates digital and offline sales channels.
The Game Group was one of several high profile retailers that ran into financial difficulties in the past few years, eventually entering administration back in March 2012.
However under new ownership as Game Retail Ltd and with a renewed focus on omnichannel retailing the company expected to make £20m profit in the year ending July 31 2013.
To find out more about the business’ omnichannel strategy and plans for future growth I spoke to insight and reward director Fred Prego, who will also be speaking at Econsultancy’s JUMP event on October 9.
JUMP is all about creating seamless multichannel customer experiences. Now in its fourth year, the event will be attended by more than 1,200 senior client-side marketers. This year it forms part of our week-long Festival of Marketing extravaganza.
One of the main five themes of our upcoming Integrated Marketing Week in June is about managing integration in your organization. This is a complex area so we are exploring how companies are dealing with it from an organizational structures perspective, how they can resource correctly and work with and manage agencies and vendors.
During our JUMP conference in January, we asked that exact question to some of our speakers and so we looked back at a couple of the videos to find out more about what other marketers are trying to accomplish with integration across their organization.
There are just two days left to get your entries in for our new digital marketing and ecommerce awards, #TheDigitals, so to give some last minute inspiration I've rounded up six examples of effective multichannel marketing campaigns.
It follows a recent post that flagged up five great examples of email marketing excellence.
To avoid any accusations of bias, these are all examples that fall outside the eligibility period for the current awards, but should give an idea of the type of campaigns and projects we are looking for.
#TheDigitals are the new awards that recognise the best in digital marketing and ecommerce. Award entries must be submitted online before the deadline March 13, 2013.