joined up marketing

Joining up online and offline data: seven predictions for the next six months

A few weeks ago I attended my first Digital Cream London event, sitting in on a rountable about joining up data across online and offline channels.

The three sessions with over 30 digital marketing professionals unveiled some interesting insights that I think are worth sharing.

This roundtable was, in my opinion, one of the more relevant ones as the customer journey becomes increasingly complex. 

Detailed findings are included in our free-to-access trends briefing, sponsored by BlueKai, but in this post I’m going to focus on predictions for the next six months that were provided by the delegates.

Why it’s worth your while to join up online and offline marketing: a #JUMPchallenge post

This guest post from Anthony Burke is part of the #JUMPchallenge, a blogging competition designed to raise awareness of how to join up online and offline marketing, launched to support Econsultancy’s JUMP event.

It was originally published on the WSI blog, and looks at how some offline marketing techniques can be integrated with online marketing… 

Competition: what’s your favourite joined up marketing campaign?

JUMP Logo

What are the best multichannel marketing campaigns you’ve seen over the last six months? Which brands are the most innovative in this area? 

In advance of our JUMP London and JUMP New York events, we’re offering two free passes to each event for the top suggestions we receive. 

We’ll also feature the top ten responses on the blog in the run up to the events. Just use the #cometojump hashtag and share your thoughts on joined up campaigns in the past six months that have impressed you. 

For some inspiration, here are five of our favourite campaigns from the past few years… 

Your top ten multichannel marketing challenges

JUMP LogoOn October 12th, Econsultancy will be welcoming over 1,000 marketers tJUMP, our Joined-Up Marketing and PR conference.

As part of the run up to the event, now in its second year, we asked
Twitter users to tell us about the problems they’ve faced when
attempting to run multichannel campaigns, using the #CometoJUMP hashtag.

As an incentive, we assembled a great package of prizes for the
most interesting or relevant tweet.

The results showed that marketers face a huge variety of challenges as
they try to track and optimise for customers who routinely interact
with multiple touchpoints both on and offline before purchasing. We also
uncovered recurring themes that may be slowing progression towards
fully integrated marcomms.

In addition to the winning tweet, I thought it would be enlightening to
run through ten of the best entries here and check out some
of the issues we’ll be covering at JUMP this year.

How to meet customers’ multiplatform expectations

We’re living in a multi-platform retail environment and that’s a great thing for marketers, mostly. 

On the one hand, there’s a wide variety of ways to interact with people and drive sales. If a potential customer doesn’t respond positively to emails, they may be more willing to connect with your firm on Facebook, for example.

But the downside is that consumers have far higher expectations, particularly of the bigger brands. If you aren’t catering to their platform of choice, you risk frustrating them and devaluing your company.

Here are a few of the main platforms your customers may expect you to be actively using – and how you can meet their expectations.

Why is online customer service so bad?

For many businesses, the internet is one of the most important channels. Every day, millions upon millions of companies interact with their customers on the web and through internet-connected devices.

But despite the internet’s importance, online customer service often leaves a lot to be desired. Why is that? There are a number of reasons, all of which can be dealt with.

Here are some tips for improving online customer service…

COMPETITION: What is your biggest joined-up marketing challenge?

Nine out of 10 companies understand the importance of creating a joined up customer experience, which delights patrons and helps staff to maintain high standards.

That statistic comes from some research we did in association with Foviance last November. So how many of our 500+ survey respondents said they had achieved such a high level of integration? A mere 20 of them: just 4%. As such it is patently clear that there is a huge gap between where companies want to be, versus where they’re at. 

Below, I have listed a few common hurdles in joining up business activities across channels. We’d especially love to hear about your own challenges. In fact we want to hear about them so much that we’ve created a £5,000+ prize package, which one lucky tweeter will win. See the bottom of this post for details on how to enter our competition.

So what are some of the biggest challenges in joining things up…?

The challenges of using multichannel data

In the run up to JUMP 2011, the challenge of gathering and using data across all channels remains a key issue for marketers.

Last year, social and mobile were the new kids on the block and now it’s fair to say they are now serious contenders for fully established marketing channels.  

Although these new channels present new challenges, when it comes to data gathering and gleaning intelligence to manage a customer’s journey, they are ultimately just new channels that need to be treated in much the same way as the existing channels.

JUMP Magazine issue 3: TV & social, mobile, and location-based marketing

Twice a year Econsultancy produces a print magazine focused on multichannel business strategies, to help support our JUMP event.

The latest issue of the JUMP magazine is now available for download. It’s free, though you need to be a registered Bronze member (also free) or Econsultancy subscriber to download it.

In it you’ll find that we’ve been exploring the relationship between TV and online, among other things. We’re slightly obsessed with the idea that we are on the verge of another golden age for television.