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Econsultancy's Multichannel Marketing Trends Briefing, free to registered users, focuses on the key themes, opportunities and challenges relating to multichannel marketing as highlighted by client-side marketers during Digital Cream FX 2013. The multichannel marketing roundtable was sponsored by Silverpop and moderated by Ian MacArthur, digital marketing consultant for Econsultancy and founder of agency Once We Were.


Author: Econsultancy

Sponsor: Silverpop

Pages: 21

Structure: Market trends, Case studies, Market Data and Statistics, Resources

About this report

The briefing is based on the issues discussed by digital marketers at Digital Cream FX 2013. It includes the thoughts and insights shared on the day, and provides background statistics and case studies about the multichannel marketing landscape for marketers, much of which are taken from Econsultancy's Internet Statistics Compendium, blog, and other related reports.

The report has been written according to Chatham House Rule, under which all Digital Cream events operate, which means that, for confidentiality, no specific company or person have had their quotes and experiences attributed.

Table of contents 

  1. Introduction
    1. About Econsultancy
    2. About Silverpop
  2. Foreword by Silverpop
  3. Market Trends
    1. Consumers expect multichannel retail
    2. 'Digital marketers’ no longer exist – marketers need to be innately digital
    3. Marketers realise the need for communication between silos
    4. The ‘single customer view’ remains elusive
    5. Multi-device journeys remain a problem for attribution
  4. Case studies
    1. Marks & Spencer
    2. First Direct
    3. Econsultancy
    4. Joined-up CRM in practice
    5. Topshop
    6. House of Fraser
  5. Market Data and Statistics
  6. Resources
    1. Econsultancy reports
    2. Econsultancy blog posts


  • Pdf Disabled Multichannel Marketing Trends Briefing (869 KB PDF)

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