Integration and Multichannel are words on the lips of almost every marketer in the world. Whether you are an offline marketer or digital marketer, developing integrated, multichannel marketing campaigns is now a critical element of planning and strategy, but the skill-sets to be able to do this effectively are often lacking.
In Econsultancy's course on 'Multichannel Marketing', I'll be exploring how integration really works and how to plan, execute and measure campaigns in a multichannel environment. Read this extract below of some of the themes that are discussed in the course.
Web project management can be a challenge for the most experienced project managers, much less for relative newcomers, and when e-commerce is involved, the stakes are that much higher.
With this in mind we recently commissioned e-commerce expert Martin Newman to compile a best practice report to help steer you down the right path, called 'Delivering Successful E-commerce Projects'. It has more than 400 individual recommendations and is a terrific investment for anybody working in this area (as with all of our research, it is priced at just £150 / $215, or is free for Econsultancy subscribers).
The report focuses on client-side challenges, supplier challenges, and joint challenges. I thought I'd give you a taste of what's contained within the guide by publishing a few extracts. Here's the first one, which focuses on multichannel integration.
A new survey finds that, though some of the most popular online retailers are performing well for usability of search and navigation, as well as delivery, they are often failing when it comes to effective customer service.
According to the eDigital Research survey, e-tailers scored especially poorly on providing customer service by email, something which customers increasingly want to do to save spending time on the phone. However, customers often received inadequate information, or no response at all.
In the past two weeks I have twice been prevented from entering two different HMV stores on the high street. And not because I’m a known kleptomaniac, but because of the retailer’s lack of flexibility.
On both occasions I rocked up about five minutes before the store was due to close, so I knew I was pushing it. But I also knew exactly what I wanted, and I could see dozens of people milling about inside.
Despite this, the security guards on the door wouldn’t let me in. Rules is rules!
More online retailers than ever chose to entice customers with free delivery offers over Christmas. It's something that web shoppers have pointed to as a major factor in their purchase decisions.
Retailers who hadn't previously done so, started offering it, while others like Amazon dropped their threshold for free delivery. We have previously advocated this as a sales driver, as well as being useful bait for marketing campaigns, so did it work for etailers in Xmas 2008?