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It’s brand-planning season in the pharmaceutical industry and therefore a useful time to reflect on how this foundational process can be enhanced to better serve us to deliver on the promises of “customer-centric” and “multichannel” communications.
Here's a look at the common problems that occur during brand planning, and also some helpful solutions.
Digital Cream Singapore was held in late November this year and dozens of brand marketers met to discuss the issues of the day.
One of the roundtables focused on cross-channel marketing, and our thanks go to Oracle Marketing Cloud for providing sponsorship.
To develop an effective multichannel marketing strategy, brands have to recruit people who can do magical things with data.
But is it data analysts they want, or data scientists? And how many really know the difference?
The humble website is still the most popular channel for collecting customer data, although data from mobile channels is seen as the most critical for achieving overall marketing success.
This is according to our new report, Multichannel Customer Intelligence, in association with Station10, which explores how brands integrate data into their organisations and manage that data across multiple channels.
According to a recent study by Econsultancy, it seems that APAC is significantly behind North America in deploying multichannel marketing.
In this post we'll look at some examples from the cutting edge which tell us where things are going.
A recent Econsultancy survey asked marketers what they felt was the most exciting opportunity in digital.
How did multichannel marketing fare in APAC?
Marketing in an increasingly multichannel environment is a complicated task.
Identifying where your customers are at all times, managing spend and strategy, handling device proliferation, marketing across borders… these are all essential factors in the modern landscape, but most important of all is rethinking previous assumptions and developing an entitrely customer-focused business.
We surveyed nearly 2,000 digital marketers and ecommerce professionals to find out the extent to which organisations are taking an integrated approach to marketing across different channels.
Multichannel marketing is becoming increasingly important as technology evolves and people consume content in so many different ways.
It will also be one of the key themes at our Festival of Marketing event in November.
Tag management is the gateway to the long awaited goal of unified marketing, allowing marketers to fully integrate data and technology to drive relevant, cross-channel interactions in real time.
But there is still some uncertainty around what tag management actually is, and what marketers should be looking for in a tag management tool.
The past decade has brought with it a massive increase in digital marketing platforms and technologies, giving marketers the ability to focus on multichannel like never before.
This has fundamentally altered the way brands plan and execute marketing strategies and given us new insight into how customers are using those channels.