Posts tagged as:

Multichannel marketing

Is Multichannel Marketing Really “Dual-Channel” Marketing?

With the clamor in the marketing world about multichannel marketing, it recently dawned on me that most so-called multichannel marketing is more like “dual-channel” marketing. The campaigns that I’ve seen usually combine two symbiotic channels such as website and email, website and bricks and mortar, email and phone, direct mail and phone, print and PURL, etc. My guess is that way over half of all multichannel campaigns actually involve only two channels.

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Google: Planting the Seeds of a Marketing Revolution

By positioning itself as a leader in the next marketing revolution, where the lines between the online and offline and the various forms of media blur into one integrated consumer experience, Google is both protecting its future as well as enabling its advertisers to take part in the revolution on its platform.

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Using data and marketing analytics to define the multichannel marketing mix

Use Analytics to Adapt Quickly to Your Audience’s Changing Preferences
Most marketers would agree that their consumers are now using multiple channels to research, shop and purchase. Offline and online communications are more tightly entwined than ever before. For example, many marketers have known for years how targeted direct marketing and cataloging will drive the right [...]

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6 Key Steps to Implementing Multichannel Campaigns

Regardless of your company’s sophistication, there are six key steps that have to occur in order to successfully implement multichannel campaigns. The challenges of multichannel marketing are many, but will have far reaching implications once they’re overcome. Read more to understand the 6 steps to rolling out multichannel marketing campaigns.

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Multichannel Marketing Needs a Measurement Rosetta Stone

I’ve been a Direct Marketing person for a long time, and I like my marketing measurements pretty tangible: “number of people responding to my message,” “total sales per person,” “number of buyers per household,” “return on marketing investment,” and so forth. Measurements like GRPs and Pass-Along Copies always seemed pretty squishy to me – it always seemed like someone was getting fooled, yet no one really got upset about it! I was secretly delighted the other day to read Forrester’s David Cooperstein write (in his January 15th article “The Future of Media Measurement, Preparing for a Convergence of Measurement across Channels”):

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Will Corporate Silos Slow Multichannel Marketing? Part 2: 5 Integration Strategies to Overcome Organizational and Data Issues

In Part 1, I discussed the data issues surrounding the integration of online and offline data (fifthgearanalytics.com/1stentry). It’s making it increasingly difficult to get the marketing analytics we need to attribute success to the correct channels. It could be the proliferation of channels, the difference in the data sets, generic vs. complicated data models, or the fact that a great deal of online data resides at third-party providers. So, what do we do about it?

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Marketing Measurement and Analytics Top Ten Impediments to Success

Marketing measurement and analytics can’t be a “do it once and don’t look back” kind of process. Learnings are iterative and, when successful, initial analytics projects will stimulate a keen interest in learning more across the organization. The successful organization will make resources available to continue the research so findings are evergreen.

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Direct Mail Still Important to the Insurance Market

Despite budget cuts and the growing use of social media, insurance companies maintained their use of direct mail throughout 2009, according to research from Mintel Comperemedia, a direct marketing intelligence firm.

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