Posts tagged with Multichannel

How digital transformation can revolutionise marketing

Most coverage of digital transformation refers to its impact on the business as a whole, with marketing as one small part of the discussion.  

At a recent Econsultancy event, delegates were offered insights by an industry expert into how digital transformation can transform marketing on its own.

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brand funnel

You're (still) not tracking CPA properly and here’s why

“Half the money I spend on advertising is wasted; the trouble is I don't know which half.” John Wanamaker (1838-1922). Are we any closer to answering that fully in 2017?

Calculating CPA (cost per acquisition, also referred to as CPL - cost per lead) is a challenge. But tracking the cost of your first acquisition point (which may be a lead or a customer) is essential in understanding marketing channel efficiency and equally marketing-mix efficiency.

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How can we meet the needs of the multi-device consumer?

It’s no secret that the UK has become a smartphone society, with over 80% of UK adults now owning a device.

Along with the growth of wearables and tablets, this means that consumers have access to a wide array of gadgets to get online wherever and whenever they want.

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Why are we still talking omni-bollocks?

Why are we still talking omni-bollocks, when we should be talking retail?

Why all the jargon?

Why all the omni-channel cliches and the multi-channel job titles? Why all the endless debates about whether digital is right for a brand or not, or digital versus in-store?

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Cross-device

Cross-device measurement: what to look for in a solution

Whilst multi-device consumption is quite typical, for a marketer these usage patterns can be difficult to navigate and gaining a clear view of the user journey can be challenging.

So, how to improve cross-device measurement and deliver a seamless brand experience, with relevant, timely messages to audiences across all screens?

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Success is not a destination; it’s a (customer decision) journey

The 'customer decision journey' has long-ago replaced the 'funnel'.

It's now up to marketers to make sure that their brands meet consumer expectations. 

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Nine exciting digital marketing stats from the past week

Well hopefully you’ve all recovered from St. Patricks’s Day, and by recovered I mean woken up in time to call in sick with at least some conviction. 

But if you have called in sick today then never fear, because the weekly Econsultancy digital marketing stats round-up looks great on any device, including your mobile phone while you lie in bed clutching your head and wondering why you needed to go on to that last bar.

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Creativity in programmatic "should not be an afterthought"

Programmatic advertising goes far beyond data and automation.

Our Creative Programmatic event is coming up on 2 March and we caught up with two of the speakers at the event, O2’s Head of Digital Excellence, Nick Adams, and TUI’s Head of Media, Sammy Austin. 

Between them they discussed some of the biggest emerging trends and challenges in programmatic, and offered their opinions and advice on where creativity fits within this channel.

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13 delightful digital marketing stats we’ve seen this week

American author H Jackson Brown Jnr once said, ‘The best preparation for tomorrow is doing your best to read the weekly Econsultancy digital marketing stats round-up.’

That is a fact, which means it’s true. 

But let’s not start Googling what Jackson Brown Jnr really said and accusing me of making things up. Just relax and take a look at this fine set of digital marketing stats.

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St John Ambulance: how video marketing saved a baby’s life

Video is on the rise. In fact, it was one of the key trends highlighted in our 2016 content marketing predictions.

Frankly I’m all for it. The quality of video content has gone through the roof in the last couple of years, and one campaign that deserves a special mention came from St. John Ambulance (SJA) last year. 

The campaign, complete with the necessarily bleak title of ‘The Chokeables’ – was so good that it won the video category of the 2015 Masters of Marketing awards.

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fishing net

11 quotes from brands on multichannel data capture

'Omnichannel customer experience' and 'single customer view'; two terms that cause many a marketers' eyes to roll.

There's no doubt that these two concepts have been realised by a select few, bleeding edge brands, but they can be trotted out as best practice without much pragmatism.

Econsultancy's Multichannel Customer Intelligence report in partnership with Station10 looks at how brands have tackled the issue of integrating data into their organisations across multiple channels.

I thought I'd treat you to some choice quotes.

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channel islands

15 quotes on how brands are adapting to multichannel customers

At the Festival of Marketing, I listened to marketers from Camelot, Argos, JD Williams, RBS and Barclays, discussing the impact of the multichannel customer.

I thought it worth rounding up some of their more memorable quotes. Here you go...

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