Posts in Multichannel Marketing

Working on omnichannel? Here are five things you need to know

One of the last frontiers of digital marketing is joining up online and offline channels, also known as 'omnichannel marketing'.

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Mobile’s sorted isn’t it?

Mobile’s sorted, isn’t it? So why aren’t things getting better for many hotel chains?

It goes without saying that if you're a hotelier in 2017 and your website is not mobile friendly, then consider your digital strategy dead.

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Force Friday

Star Wars uses AR experiential campaign to drive people in-store

In mid-December, the latest Star Wars movie, Star Wars: The Last Jedi, will make its theatrical debut.

The stakes are high for Disney, which purchased Star Wars creator Lucasfilm for more than $4bn in 2012. The movie industry, like so many others, is changing (or being disrupted if you prefer) and blockbuster hits are increasingly important to studios, even one as blessed as Disney with strong franchises.

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Forget fake reviews: now you can buy fake customers

Move over fake Likes, fake reviews, fake comments and undisclosed sponsored posts. Now, thanks to new services, businesses can skip marketing altogether and buy warm bodies.

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The evolving relationship between brand marketers and agencies [New research]

Brands no longer turn to agencies solely for creative content or campaign management. 

Now, the importance of technology, data, and CX means that demands are growing – and client-agency relationships are changing.

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iot

The marketing (to) automation problem: How will IoT products sell their services to other devices?

Data becomes more valuable when you share it.

Waze users share traffic data to help each other to have better car journeys. Uber users generate information about taxi journeys which can help town planners. Medical devices may share data to give doctors a more complete picture of the patients’ situation.

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How to upgrade pharma brand planning for a multichannel world

It’s brand-planning season in the pharmaceutical industry and therefore a useful time to reflect on how this foundational process can be enhanced to better serve us to deliver on the promises of “customer-centric” and “multichannel” communications. 

Here's a look at the common problems that occur during brand planning, and also some helpful solutions.

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Shea Moisture's customer backlash was caused by poor brand management, not bad advertising

Natural beauty brand Shea Moisture was forced to apologize after a new ad campaign sparked a social media backlash among some of the company's customers.

But this backlash wasn't really the result of a bad ad.

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Can Wells Fargo's new brand platform help it restore consumer trust?

Wells Fargo has paid a hefty price for its fake account scandal.

While the bank has fired more than 5,000 employees implicated in the scandal, clawed back $75m in compensation from executives it blamed for the fraud, and agreed to pay $110m to settle a class action lawsuit over its opening of more than a million unauthorized customer accounts, consumers apparently aren't willing to forgive the company, at least not yet.

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Three reasons why brands should improve their cross-channel marketing

It is always a challenge for brand marketers to optimize campaigns, even in a single channel.

Coordinating campaigns across many channels is even harder, though, according to a recent Econsultancy research report, produced in association with IBM Marketing Cloud.

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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 chatbots and AI might impact the B2C financial services industry

While many businesses have been speedy adopters of emerging and disruptive technologies, banking and the financial services industry has been seen to lag behind.

This could be chalked up to a myriad of factors including complex legacy systems or even the fact that a significant portion of high value clients, particularly for wealth management firms and IFAs, are more likely to belong to senior demographics and may have a higher propensity for non-digital communication such as calls or face-to-face meetings.

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