Marketers may be active in multiple channels. But less than half use analytics to measure their campaigns, according to a new survey by Alterian....More
Only 10% of the U.S. population can be identified as multichannel shoppers, or shoppers who regularly use more than one method to buy including online, in-store, catalog, and phone order but they are a valuable target audience for retailers, according to Experian....More
You may recall a few or marketing campaigns that received industry accolades for message consistency across channels, clever use of online technology...More
(Multichannel Merchant) It's one of the great mysteries of modern multichannel marketing: Where are the customers and orders really coming from? If we as multichannel merchants knew the answer, we could build optimal contact strategies, spend our budgets in the most-efficient ways, produce the greatest returns with the perfect marketing mix,...More
Working in a multichannel marketing environment means having to deal with a variety of vendors. So how can everyone involved be kept happy? We asked Jim Wheaton, co-founder and principal at Chicago-based strategic CRM firm Wheaton Group, for his thoughts....More
(Direct) Channel conflict can be a huge stumbling block on the way to b-to-b integrated marketing success. Here are some tactics that might help you avoid conflicts:...More
It sounds deceptively simple. To increase business-to-business leads and sales, all you have to do is make four rights: right people, right offer, right...More
(Multichannel Merchant) The American Institute of Graphic Design defines brand as “a person's perception of a product, service, or company.” That definition has nothing to do with a mission statement...More
Mounting a successful integrated marketing effort is difficult enough. Throw in the additional hurdle of targeting a segment with a unique language and culture, and you've multiplied that challenge. Direct recently talked about creating multichannel campaigns for the Asian-American market with Saul Gitlin, executive vice president for strategic services and new business at New York agency Kang & Lee....More
A customer buys a fire-engine-red sweater from your Web site. Then that person exchanges it at your retail store for something more subdued, perhaps in mauve.
Is the experience seamless? It should be....More
