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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.
Tim Berners-Lee has today been rightly defending the internet as a platform that should be kept free from snooping, but I fear he is swimming against a rising tide.
The creator of the web (and scourge of print media barons) is fighting against those who want to track and monetise user behaviour.
For the past several years, telcos have looked on in horror as their cell phone owning subscribers - particularly younger ones - decided landlines are purely optional. Inevitably consumers are making the same shift with their television and DVD viewing habits.
No one has the exact figures, but it's estimated some 1.1 percent of US households are TV-free, some one percent of the market. Certainly the current economic climate isn't helping as consumers look for ways to pare down their monthly expenses. Electricity may be mandatory - but cable, satellite and daily newspaper delivery? You can get all that stuff free online.
As viewers shift to YouTube, Hulu, and streaming services offered by television networks, not to mention streaming video provided by the leading online DVD rental companies such as Netflix, global entertainment conglomerates such as Disney and Time Warner are seeing an impact to their bottom lines that will likely last well beyond the current economic climate.
ITV has been tweaking its online catch up TV service, and has introduced a few improvements for customers viewing video on its website, using Microsoft Silverlight.
The service is going to be rebranded as the 'ITV Player', which is at least a bit more distinctive than 'catch up'. As well as a new name, ITV needs to be improve the usability of its online video, so what difference has Silverlight made to this?
Last week, AdAge.com published an article discussing the disgust consumers are developing for the increasing number of ads that are being aired over and over again.
AdAge.com's Brain Steinberg cites an ad that Toyota has flooded the airwaves with that led to the creation of a Facebook group with nearly 9,000 members that is calling for the ad to be killed.
In a week that that saw a rally in global stock markets and is seeing some of the best Black Friday deals in recent memory, it seems like the world has been able to recapture some sense of normalcy.
Here's the news that caught my attention this week.
Today sees the start of the BBC's online live streaming of BBC1 and BBC2, though this is something ITV has been doing for a while with its four channels.
I've been watching BBC2 through the iPlayer to see how well it works online, and whether the BBC does it better than ITV...
Gary Vaynerchuk is director of operations at Wine Library, a wine retailer, and is perhaps more widely known in internet marketing circles for his videos, where he primarily delivers insights into topics related to social media.
He is also the face behind Wine Library TV, the video-based wine tasting blog that has done much to help transform the Wine Library business into a $50m-a-year retailer, from $4m six years ago.
Gary is a blast...
I haven't exactly been a big fan of YouTube (and its parent, Google) but there are signs it is moving in the right direction.
On Tuesday, Google announced on the YouTube blog that it would be adding "click-to-buy" links on the pages of videos owned by the site's partners.
For some reason, the news that interested me the most dealt primarily with two words: music and Google.
Having come to the realisation that its standalone player was not attracting enough users, Joost decided to launch a web based version of its video player.
The beta version of this desktop player was launched yesterday, so I've been taking a look to see how it performs...
By almost any measure, internet entrepreneurs Janus Friis and Niklas Zennström achieved more business success by the age of 40 than most entrepreneurs could hope to achieve in a lifetime.