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Posts tagged with Jump

Q&A: Alex Vaidya on Porsche's social media strategy

Porsche has been doing some very interesting things with social media, with its Facebook 'thank you'a great example. 

Alex Vaidya (Digital Strategy, Porsche Cars GB) will be speaking about online engagement tactics for offline brands at our JUMP event on October 12. 

I asked Alex about why social media is valuable for an offline, luxury brand...

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JUMP Magazine issue 4: mobile commerce, QR codes and multichannel customer service

Twice a year Econsultancy produces a print magazine focused on multichannel business strategies, to help support our JUMP event.

The latest issue, our fourth, is now available to download. It’s free, though you need to be a registered Bronze member (also free) or Econsultancy subscriber to download it.

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COMPETITION: What is your biggest joined-up marketing challenge?

Nine out of 10 companies understand the importance of creating a joined up customer experience, which delights patrons and helps staff to maintain high standards.

That statistic comes from some research we did in association with Foviance last November. So how many of our 500+ survey respondents said they had achieved such a high level of integration? A mere 20 of them: just 4%. As such it is patently clear that there is a huge gap between where companies want to be, versus where they’re at. 

Below, I have listed a few common hurdles in joining up business activities across channels. We’d especially love to hear about your own challenges. In fact we want to hear about them so much that we’ve created a £5,000+ prize package, which one lucky tweeter will win. See the bottom of this post for details on how to enter our competition.

So what are some of the biggest challenges in joining things up…?

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The challenges of using multichannel data

In the run up to JUMP 2011, the challenge of gathering and using data across all channels remains a key issue for marketers.

Last year, social and mobile were the new kids on the block and now it’s fair to say they are now serious contenders for fully established marketing channels.  

Although these new channels present new challenges, when it comes to data gathering and gleaning intelligence to manage a customer’s journey, they are ultimately just new channels that need to be treated in much the same way as the existing channels.

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Do we invest in multichannel or get the basics right?

I was recently asked a question: Do we invest in multichannel or get the basics right?

It got me thinking that all too often we think in ‘exclusive absolutes’ – one or the other – multichannel or the basics, Twitter or Facebook, social or traditional, chat or email, call deflection or everything else…

And yet the answer is far more complex. Complex because ultimately what companies are trying to decipher is the panoply of human behaviour. Customers are unpredictable. The challenge for companies is not in understanding that, but rather where to draw the line?

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JUMP Magazine issue 3: TV & social, mobile, and location-based marketing

Twice a year Econsultancy produces a print magazine focused on multichannel business strategies, to help support our JUMP event.

The latest issue of the JUMP magazine is now available for download. It’s free, though you need to be a registered Bronze member (also free) or Econsultancy subscriber to download it.

In it you’ll find that we’ve been exploring the relationship between TV and online, among other things. We’re slightly obsessed with the idea that we are on the verge of another golden age for television. 

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Q&A: Craig Sullivan on using online data to improve offline marketing

Craig Sullivan is Group eBusiness Customer Experience Manager at Belron, a company which includes Autoglass among its brands. 

Craig spoke at the first JUMP event last year, on the subject of using online data to optimise offline marketing.  

In this interview, taken from our recent JUMP magazine, he talks about using multivariate testing to improve the effectiveness of TV ads, as well as online usability...

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Why would you join up on & off line marketing?

his post is part of the #JUMPchallenge, a blogging competition designed to raise awareness of how to join up online and offline marketing, launched to support Econsultancy’s JUMP event.

This post by Robin Collyer was originally published on the Aprimo blog... 

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Companies aren't making the most of multichannel marketing data

In the run up to the JUMP Conference on 13 October, we decided to commission some research to get some insight into how modern marketers are embracing multichannel marketing.

The research reveals that whilst the majority are using at least three marketing channels (98%), many are not maximising the potential value of this multichannel approach with over half still storing the data gathered from each channel separately. 

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Q&A: BT's Bian Salins on using Twitter for customer service

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Bian Salins is Head of Social Media Innovation within BT Customer Service, and manages BT's social media channels. 

Bian will be speaking at Econsultancy's JUMP event on October 13, about her experiences managing customer service through social media. I've been asking Bian about BT's use of Twitter for customer service... 

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Q&A: Confused.com's Tom Beverley on multichannel marketing

Tom Beverley is Customer Marketing Director for Confused.com, and leads the customer insight, below the line marketing, customer service and content teams.

Tom will be speaking at Econsultancy's JUMP event on October 13, on the subject of how traditional and digital marketing can work together. Here, Tom talks about measuring the online impact of TV ads, and how Confused.com is joining up its marketing efforts... 

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Seven multichannel retail success stories

With Econsultancy's JUMP event just a couple of weeks away, I've rounded up some examples of UK retailers who have used a joined up approach to drive their multichannel revenues.

While some, like Halfords, John Lewis and Argos, have been reporting impressive multichannel sales for some time now, others like Debenhams and House of Fraser are just starting to see the benefits of this approach... 

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