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Super Bowl Ads Offer ROI Measurement Challenges
While the big game may not offer the same ease in calculating financial-based ROI metrics a direct marketing campaign does, there are measurements marketers can generate that validate the investment. ...
Direct, Digital Spending Will Continue Increase in 2012
Marketers seeking reasons for optimism in 2012 should cast their eyes toward Washington, DC and London. This year's U.S. Presidential election, along with the summer Olympics, will help boost spending on above-the-line channels such as broadcast media, periodicals and outdoor venues by 3.5% to an estimated $123.1 billion, according to Winterberry Group's Outlook 2012 for direct and digital marketing study. The forecast for below-the-line mediums, including direct and digital channels, is even more optimistic. Winterberry projects spending among these as rising by 5.2%, to $227.2 billion. ...
Black Friday Round-Up: More DMers Connect With Shoppers via Mobile, Social
Midnight store openings may get the most press, but direct marketers claimed their share of Black Friday dollars, thanks in large part to mobile and social initiatives. Among direct marketing channels, mobile had the biggest year-over-year increase the day after Thanksgiving. Total online sales rose a healthy 26%, from $648 million on Black Friday 2010 to $816 million in 2011, according to comScore. But the percentage of sales generated through mobile devices more than tripled, from 3.18% a year ago to 9.84%, according to IBM's Benchmark: Black Friday Report 2011. ...
Direct. B to B to C in Mix for Tullamore Dew U.S. Effort
The world's second-largest Irish whisky is Tullamore Dew, and yet comparatively few Americans have heard of it, favoring instead competitors Jameson's and Bushmills. Importer William Grant & Sons USA is using a mix of retail partner efforts and direct-to-consumer marketing to change that. The challenge for consumer brands that don't have their own retail operations is reaching consumers, obtaining data on consumers and using this data to modify and influence the brand's activities. Ken Reilly, the category marketing director at William Grant & Sons who is responsible for Tullamore Dew, is building a network of bartenders, bloggers and other influencers geared toward promoting the brand in 2012. ...
New Database Helps Las Vegas Sands Focus on Profitability
The Las Vegas Sands Corp.'s new data system places a stronger focus on the full spectrum of visitors' activity, and therefore their total profitability. Traditionally, casino patrons are ranked and marketed to based on what they spend, either during a single trip or in aggregate. But this doesn't allow for subtleties such as their rate of play, how the value of comped rooms mitigates their worth to the property, or other activities which might change how they are valued. ...
How Mobile Insight Can Inform Online and Offline Marketing
Mobile devices are an extension of every consumer's life—set up and customized to their individual needs and preferences. They potentially offer marketers more personal data about their audiences than ever before. This data should inform the direction of marketers' mobile strategies, and determine where mobile fits in as a sales channel and marketing medium. Maxymiser's Mark Simpson offers three steps for using consumer data collected from mobile programs to improve sales and marketing efforts across all channels. ...
Maximize Trigger Campaigns With a Multichannel Approach
Two-thirds of customers are already behaving in a multichannel manner, yet the current best practice for triggered-based messaging is single channel in its approach. This is to the disadvantage of marketers who seek to use this approach to deliver relevance....
DM Employers Seek Analytic Skills, Cross-Discipline Knowledge
Marketing departments are hiring, at least as of mid-summer. Most-desired candidates include those who bring analytic skills to a variety of marketing functions, followed by those who understand the integrated nature of marketing....
Develop a Multichannel Contact Strategy
Most marketers realize that customers have kicked us out of the driver's seat as we cruise along the multichannel highway. Marketers that don't recognize this shift in power are facing a very bumpy ride as dissatisfied customers take it out on the last place that didn't deliver as promised, whether it's a website, email, direct mail, or call center. Making multichannel marketing work means having a contact and messaging strategy for key member segments and every one of the key touchpoints they are likely to use. ...
New Canadian Anti-spam Legislation Coming
Do you send email to Canada? Then you’d better plan to meet the requirements of the new Canadian Anti-spam Legislation (CASL) Bill-C28 to be enforced later this year...
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