The Retail Advertising, Marketing and Promotions Blog

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The Retail Advertising, Marketing and Promotions Blog: Key Ingredients to Multi-channel Marketing

Key Ingredients to Multi-channel Marketing

Four articles on different aspects of multi-channel marketing:

Key Ingredients to Multi-channel Marketing - the basic components of a winning multi-channel strategy that virtually any business can implement online. These components include people (hire the best you can afford), strategy (plan six to 12 months ahead), pulling it all together (use an analytics package to gather and make sense of your data), and programs (a suggested cross-channel roadmap to test). Not an easy process but one that a phased approach will make more manageable. Layering one program on top of another has been proven to yield dramatic results in site traffic, sales and overall conversions.

E-commerce Isn't the Only Multi-channel Marketing to Advance - The best retailers are taking their merchandising strategies to new and higher levels — a sort of multichannel merchandising 2.0 — in which channels neither mirror nor compete with one another, but support one another in driving company objectives. But you can't look at merchandising in a vacuum — to be effective, it has to go hand in glove with marketing in the retail, catalog, and e-commerce channels. Each has different strengths, and those in turn affect not only how well the channels sell merchandise, but just how they enhance the customer's total experience.

Maximize Marketing Dollars While Building Customer Relationships - While most marketers understand that building relationships with customers leads to retention and loyalty, few do so in ways that also maximize their return on marketing investments. Building your customer database with accurate information is a critical component of creating a solid customer relationship. Gathering information about customers helps a company understand what drives them to make a purchase and allows the marketer to tailor messages.
How to Embrace Multichannel Behavior - You're most likely aware of how your users act within a channel. You know how to create the best brick-and-mortar experience, catalog, Web site, kiosk, call center, sales office, Web 2.0 widget, and the like. But how do users move between them? What paths do they create? And, most important, how can we analyze the paths' success and value? Here are the three steps to the "embrace it, then trace it" methodology.

Posted by Universal Ad