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I'm currently undertaking a project where I ask people what multichannel marketing is.
Part of the time I wonder if it's a distraction or even a siren, beautiful but dangerous to pursue.
Many a company has been successful through conservatism or even through making bold decisions about how a customer can't engage with the company - think of GiffGaff choosing not to have a call centre but rely on online communities for support. Think of Primark refusing to sell online.
These are my definitions. They're ordered in increasing sophistication. Definition five represents the holy grail and I think we all know the very few companies we suspect have achieved some form of it (nada).
NB: The whole thing is complicated by the differences between comms and commerce, size of business, number of audiences, product or service sold and provided etc. But I thought I would nail my colours to the mast.
If there’s one thing I’ve learned this year it is this: share a vaguely useful colourful chart on social media channels, and your ship will come in.
With that in mind, I have created yet another visualisation, this time dedicated to multichannel marketing.
There are so many different ways of reaching customers these days, and I wanted to provide a really straightforward overview of some of the most important routes to market.
So without further ado, here’s the chart. Click on the image to see a bigger version...
This survey aims to explore the level of integration between different digital channels and use of relationship marketing.
Since December 2010, US smartphone engagement has increased three-fold from 131bn total minutes spent on the device per month to 442bn by December 2013.
Although tablets were very much in their infancy in 2010, they too have seen a mighty increase over the same period, a 10-fold growth to 124bn minutes per month.
These figures come from comScore’s latest report on the future of digital in the US.
It states that smartphones alone have surpassed desktop usage in 2013, with 429bn minutes now spent on the previously dominant screen.
Here’s a look at the current state of a multi-platform USA.
One in every six occasions, viewers who watch primetime television are also using social media, whether its related to the show they’re watching or not.
This is according to the latest study from the Council for Research Excellence (CRE) based on a sample of 1,665 respondents between September and October 2013.
In an earlier study carried out by Deloitte in 2013, more than half of adults admitted to interacting with another form of media while they watch television, this is more than double the previous year’s figure of 24% who admit to second screening.
This is a huge increase and this figure will likely rise even more steeply in 2014. The Deloitte research however covers all activity on a mobile device, whether it’s interacting on social media, shopping, browsing the internet for unrelated information or sending emails.
Let’s take a look at some more results from the CRE study, which mainly concentrates on the use of social media while second-screening.
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.
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.