Only 12% of businesses take an integrated approach to all of their marketing activities, according to a new report from Econsultancy and Adobe.
However the results show that most organisations do implement some level of integration, but either lack the skills or structure to properly execute their strategies.
Encouragingly a fifth of businesses (26%) in the survey stated that their campaigns were integrated across ‘most channels’ while just 5% of respondents said that none of their marketing activities were integrated.
The results come from the latest Econsultancy/Adobe Quarterly Digital Intelligence Briefing entitled ‘Channels in Concert: Trends in Integrated Marketing’.
Back in October we spoke with Nokia at the Festival of Marketing. The topic up for discussion was referral sales marketing and how it gives brands a new way of taking part in eccommerce without selling direct to consumers.
In this article I put forward the case for referral sales and why it could take over from brand ecommerce.
The Festival of Marketing is but a day away and the Econsultancy office is a hot bed of activity as our events team rushes around making sure to tie up all loose ends before everything kicks off.
The festival was inspired by our Modern Marketing Manifesto which aims to outline why we believe marketing is increasingly valuable and to define what it is to be a modern marketer.
One of the central themes running through the manifesto is the increasing importance of data driven marketing, so to find out more about this topic I spoke to Teradata eCircle’s country manager for UK and India Simon Bowker...
Christmas is coming and the geese are getting fat. OK, so it’s still relatively warm outside, but as we move into autumn, it’s time to start thinking about the holiday season.
Christmas is still the biggest shopping season for retailers and getting the holiday marketing campaigns, pricing and online strategy just right takes time.
Plus, once the sales hit it’s crucial to be able to shift any surplus seasonal goods.
Designing and implementing an effective multichannel strategy is a massive challenge for businesses, but one which also has the potential to deliver huge rewards.
It requires companies to be able to break down siloed ways of working and join up disparate data sets to deliver coherent, personalised customer experiences across numerous channels.
This is one of the central themes in our new Modern Marketing Manifesto, which forms the basis of the upcoming Festival of Marketing. The Festival begins on October 8 and includes a number of exciting events that will help marketers get to grips with new trends and disciplines.
So to find out more about how businesses should approach multichannel marketing, I spoke to Silverpop senior marketing director John Watton...
September is here again and the kids are back to school.
We thought we'd also go 'back to basics' and explain how retailers can simplify their data extraction process.
Web scraping is a way of extracting data from websites. Rich data extraction ensures that the most comprehensive product information is extracted from the retailer’s ecommerce site.
This ensures that the data remains accurate and up-to-date and leaves less room for error.
Ever been in a shop looking at the most recent iPhone or the newest DVD release and wondered if it’s cheaper somewhere else?
I recently discussed showrooming on a panel session at IMRG Connect and more than half of the audience admitted that they’d done it.
Trick question: if you run a Twitter campaign that directs a customer to your Facebook page and they click through to your site, how many channels did you use?
In this day and age, running social media promotions can be overwhelming. There are large and highly engaged audiences on Facebook, Twitter, Pinterest, Instagram, Google +, LinkedIn, YouTube - and that’s just the social sites we hear about daily.
As a business, it can be challenging to figure out the what, the where, and the how of doing a multichannel social media promotion.
I’d like to address what it takes to be successful at that task, but in order to do so, we should first define what is a multichannel social promotion, what makes each channel unique, and what success actually looks like.
Content is king. This phrase might have been around a long time, but it’s still applicable to marketing. Of course, nowadays it’s only truly valid if the content is personalised.
Otherwise, the message just won’t get through to your audience.
As technology progresses and new digital channels are adopted, targeting becomes more sophisticated, which makes personalisation even more critical.
The world recently celebrated Global Entrepreneurship Week, which aims to encourage people to set up their own businesses.
Afterwards, an article by the Independent claimed that whilst Britons are keen enough to promote the entrepreneurial spirit, few of us are willing to actually take the risk.
Those of us who do, then don’t promote our success because, well – we’re British.