Spoiler alert: There seems to be more bad than good. See 10 of the biggest obstacles multichannel marketers face today.
Consumers are already starting their back-to-school shopping. Has your brand done its homework?
The gourmet coffee brand links in-store promotion to social interaction through its multichannel sweepstakes.
The open-wheel racing organization relies on multichannel marketing to drive TV viewership, ratings, and ticket buys among specific audiences.
The financial planning firm relies on its advisors to boost company awareness and recruit prospects.
It's time to clear the air. Here's what separates cross-channel, integrated, multichannel, and omnichannel as marketing concepts.
TD Bank Group's senior manager of customer segmentation says marketers need to go beyond last touch if they hope to score.
If there's more talk about marketing than there is action delivering it, collaboration may be lacking.
Obtaining a single view of the customer brings with it multiple problems. Only 6% of companies globally claim to have achieved it, says a new study.
A Nielsen cross-channel media usage study shows traditional television and AM/FM radio as the only media with more than 200 million steady users.
Sales executives may hold the true keys to multichannel success on a mass scale, says a new Forrester study.
Still too much batch-and-blast and too little real-time personalization, says an SAP e-com exec.
Hungry for growth, the QSR is connecting with millennial customers on and offline.
The cash management and security company's approach spans across channels and decades.
A game-winning omnichannel strategy must be seamless, synchronous, and symbiotic.
The family owned pet store redesigns its website to bring the in-store experience online.
Customer insights managers want campaign management tools to remain easy to use, even as they up their games with multi-layered campaigns.
The online wine retailer's strategy incorporates different flavors and depths.
Companies point to a lack of resources as the most common reason for lackluster marketing integration, a study says.
The motocross apparel company boosts mobile and Web conversions through product recommendations and personalized search.
Aim is to develop a "next generation" media planning tool.
Rack Room Shoes combines data, research, and mobile email to deliver a high-heeled digital loyalty program.
Zeta Hub aims to help CMOs deliver on ROI goals by extending customer lifecycles.
Direct response marketers credit TV with helping make up to 79% of their sales, but they are increasingly getting big assists from digital channels, a study says.
Can marketing's biggest channels save the world's largest land mammal?
The new realities of how customers interact with brands mean thinking beyond the funnel.
Is there substance behind the omnichannel hype, or is the reality that all marketing today should be deeply integrated despite what marketers call it?
Nick Robinson, CMO of Quest Nutrition, discusses the health food brand's recipe for optimizing the marketing channel mix.
4 key areas marketers can manipulate to master the ever-increasing array of customer touchpoints.
As omnichannel marketing becomes the norm, measuring performance across channels moves from optional to elemental.
There's never been a better or more necessary time for marketers to embrace omnichannel. Here's how.
What's blocking omnichannel marketing success? Sometimes marketers themselves.
The Myrtle Beach CVB uses an array of customer data to garner a 28% click-through rate on a video-based campaign.
The data collection firm heralds its new name by introducing the Open Data Platform.
Nickelodeon is all about fun content—but when it comes to understanding its audience, there's nothing the TV network takes more seriously.
Multichannel marketing requires multiple disciplines—many of which do not come naturally. Here are some pointers from Gartner that direct marketers might want to to keep in mind.
Online, in-store, and on the streets, direct marketing has helped Chrome Industries get in its customers' faces with bold avowal.
The platform allows marketers to bypass IT for multichannel metrics of ongoing campaigns.
Opéra de Montréal used an ensemble of print and email to increase revenue by 450%.
It may seem like it's yours, but it's not. It has a life of its own and you work for it—not the other way around. I'm talking about your brand.
Twitter and TV prove to be the right ingredients for a tasty pizza campaign.
Moms—the ideal multichannel demographic.
Experts reveal which metrics matter most for six marketing channels.
As more and more marketers look to better connect their marketing initiatives across channels, for some, omnichannel marketing has become the expression of choice.
Harnessing personas, loyalty programs, and new technologies can help marketers better connect with customers.
The industries business unit, led by ex-White House CIO Vivek Kundra, will serve six industry groupings.
Columbia University raises nearly $7 million in donations in just 24 hours with a combination of social media, live events, and gamification.
Construction materials manufacturer USG revamps its image using targeted, multichannel efforts aimed at customers and employees.
A healthy dose of data and marketing technology is enabling the organization to launch innovative approaches to creating personalized customer experiences.
In an industry overrun with synonymous terms, shopper marketing is one more to add to the mix.
Here's how Mindflash reduced the bounce rate on its blog, got more customers to participate in free trials, and helped more users learn about its features.
Even small mobile and app strategies can yield big successes
Do test which channels are producing and don't leave out any stakeholders, and you can boost response by 35%.
The company's Q4 Cross-Platform report says smartphone users are in apps 10 times longer than they're surfing the Web.
Data and storytelling comprise the nuts and bolts of the innovator's Brilliant Machines campaign.
Brands should be optimizing the complete customer experience, not just individual campaigns or interactions.
Spire Marketing's supermarket shopper analytics will be integrated into the company's CPG product suite.
Consumers want in-store experiences to be as convenient as those online, an Accenture study finds.
The telecom reinvented itself and its marketing with a laser focus on mobile customers' expectations and preferences.
When it comes to engaging with brands, retail customers interact more with their Facebook pages than their websites.
CMOs know the importance of multichannel measurement, yet about 85% of them aren't doing it or are doing it wrong, says a study.
Choosing marketing-technology providers is no easy feat—especially as the market continues to evolve and diversify. Here, a view of the market.
Even multibillion dollar corporations have New Year's resolutions. Dell launches its first ad campaign since going private.
Ah, the holidays. 'Tis the season for back massagers, key locators—and less than stellar marketing from these two titans of the stocking stuffer.
It's a multichannel world, so marketers need to consider how well their organization is aligned to support customer needs. We polled readers to see what's going on in their companies.
New flat pricing structure for campaign management encourages multichannel experimentation, Adobe claims.
The data provider announces weak 2Q results as it tries to establish its Audience Operating System with marketers.
How the fashion retailer meets consumers' multichannel needs and how you can, too.
Enhancements allow global users to automatically operate the system in their native languages.
The Illinois-based natural gas company sparks awareness of its energy efficiency program among B2B prospects and homeowners.
The biggest rivalries are born of great passions: Red Sox versus Yankees, Coca-Cola versus Pepsi. This year the prevailing matchup is between Apple's iPhone 5 and Samsung's Galaxy S4.
As customer needs change, the auto giant's U.S. marketing gasses up and keeps pace.
Customers are ultra-connected, so marketing outreach and interactions also must be.
The specter of silos is ubiquitous in marketing. It's past time to break them down, connect data, and place omnichannel customers at center of marketing strategies.
In Sir Terry Leahy's words: The former Tesco CEO discusses how the UK supermarket giant went from follower to leader.
Yes Agency Services and iMarket360 debut this week.
StrongView introduced a new platform called InteractionStore, meant to collect "unlimited" cross-channel marketing data.
The company has changed its name to SmartFocus to align with its ongoing shift to multichannel marketing platform provider.
McDonald's bolsters its digital strategy with its first new chief digital officer.
In a battle of the taste buds, there's no clear winner between Hershey's-owned REESE'S and Mars-owned M&M's.
What's in our mailbox this month: birthday greetings. Which birthday marketing message suits?
Zappos Labs is an innovative arm of the retailer's marketing department that experiments with new technologies.
Zappos mixes customer service with sophisticated data to create loyal customers who bring friends.
An Advertising Week panel agrees that multichannel campaigns are gaining steam, even though outcomes are hit or miss due to misaligned metrics.
The residential cleaning service company freshens up its media mix.
Millennials may be in love with all things digital, but when it comes to saving cash, they embrace traditional channels.
Parents turn to brick-and-mortar retailers for their back-to-school shopping.
Despite their shared focus on the "cost-conscious mom" demographic, retailer giants JCPenney and Kohl's have very different marketing strategies.
The hotel chain spices up its global marketing with local flavor.
Greenleaf reflects on his experience in the hospitality industry and cites a considerable customer service faux pas to avoid.
Considering the many new data sources available, what marketing measure is overrated or outdated?
Marketers should combine their channels, rather than serve them à la carte.
Constituents of the marketing community have had no shortage of new terms, imperatives and buzz words to contend with.
UPDATED: Epsilon strikes deal with NFL to provide multichannel fan experience.
According to a new report, a majority of B2C marketers are stuck in a rut because they still lack the understanding that deeper customer data can provide.
The marketing solutions provider's Agility Harmony product release is designed to help marketers support omnichannel customer engagement.
A tasty integrated marketing strategy spurs 7X post-relaunch sales of Twinkies over previous records.
Staying in a luxury hotel like the Ritz-Carlton or the Four Seasons is about one thing: the experience. The question is, who has the sleekest marketing?
3 considerations for a unified strategy that blends marketing response channels.
The intimate apparel company relies on TV, social, and digital for campaign support
Company of the Week
SK&A is a leading provider of U.S. healthcare information solutions and databases. As part of IMS Health, SK&A researches and maintains contact and profiling data for over 2 million healthcare providers, including 800,000+ prescribers. SK&A's data supports research and marketing initiatives for life sciences, medical device, managed healthcare, direct marketing, publishing, education and more. SK&A's proprietary databases are telephone-verified twice per year from its world class Research Centers. SK&A enables multi-channel marketing and sets the standard for data quality and reliability. SK&A's customers include many of America's most recognized healthcare, publishing and pharmaceutical institutions.
SK&A is a leading provider of U.S. healthcare information solutions and databases. As ...