The open-wheel racing organization relies on multichannel marketing to drive TV viewership, ratings, and ticket buys among specific audiences.
Consumers' omnichannel habits make marketing measurement problematic. It's time to rethink what measures matter.
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.
Culture, community, and technology motivate consumers across the spectrum. So the more marketers know, the better their chances at relevancy.
Hungry for growth, the QSR is connecting with millennial customers on and offline.
Experts recommend where marketers should focus their learning next year—everything from mobile to predictive analytics and from integration to partnership make the list.
The cash management and security company's approach spans across channels and decades.
A game-winning omnichannel strategy must be seamless, synchronous, and symbiotic.
Pushing past the inbox clutter and noise may not be as tough as some marketers may think.
The brands most successful with omnichannel marketing are those who think about outcomes, not channels.
Omni experience consolidates all channel offerings into a single platform and dashboard to provide better management of the customer funnel.
The family owned pet store redesigns its website to bring the in-store experience online.
Instead of thinking about channels first, marketers need think about customers and outcomes.
Customer insights managers want campaign management tools to remain easy to use, even as they up their games with multi-layered campaigns.
It turns out the secret to a seamless customer experience is data.
Retailers have made great progress toward integrated customer experiences, but there's still work to do.
Public broadcasting station WGBH in Boston cleans up its dirty data and boosts donations.
The online wine retailer's strategy incorporates different flavors and depths.
It's going to take an indivisible organization to implement a truly optimal customer-centric strategy.
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.
From marketing tools to customer behaviors, here are five developments that continue to gain steam—and what to do about them.
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.
Emails with no subject lines, CEOs on social media, and other top digital tips, trends, and stats for today's marketers.
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.
The 2014 Essential Guide to Omnichannel Marketing—everything you need to know about Omnichannel, all in one spot. Read on for insight.
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.
Copious road trips lead to insight on the many paths to success marketers are, or should be, traveling today.
The data collection firm heralds its new name by introducing the Open Data Platform.
Companies with siloed operations are certain to lose ground to more connected competitors.
Digital has completely transformed the marketing world, but does this new ecosystem promote or hinder customer-centric marketing?
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%.
Amazon, USAA, and Chick-fil-A occupy the top spots, while Comcast and other telecom companies bottom out.
Today's marketer needs to be digital, mobile, social, personal, and always on.
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.
It might sound like a tautology, but it's not: Everything is marketing and marketing is everything.
Twitter and TV prove to be the right ingredients for a tasty pizza campaign.
3 key factors for a successful blending of marketing and customer service.
6 questions marketers can ask to determine if their marketing is customer-centric.
Moms—the ideal multichannel demographic.
A new survey shows that personalization and predictions boost the retail bottom line.
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.
Marketers must rely on seamless experiences—not their fairy godmother—to make consumers' dreams come true.
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.
Many retailers have committed resources to realizing true omnichannel, but 94% report barriers to execution, leaving consumers wanting.
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.
The days of mass marketing are over—according to Teradata, today marketers need integrated omnichannel data to make the sale.
Take the first step to becoming a more data-driven marketer. Come hear how world-renowned brands in the retail, financial services, and travel and hospitality industries have transformed their businesses - and exceeded expectations - by creating insight-driven, omni-channel customer experiences.
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.
4 brands talk about what it takes to be a truly omnichannel retailer
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.
MyBuys CMO Dan Druker on why customer-centricity isn't an option—it's a necessity. If you want to have customers, that is.
Long the odds-on favorite, email is now essential to winning marketing's omnichannel superfecta.
Even multibillion dollar corporations have New Year's resolutions. Dell launches its first ad campaign since going private.
New data shows a surge in millennials renting products, rather than buying them.
We all know that repeat customers are more profitable than new ones. But retaining customers and building loyalty in an omnichannel world is tough.
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.
A digital creative shop and a shopper marketing agency partner to provide the ultimate in omnichannel customer experiences.
Michael Becker discusses how and why marketers should make mobile an integrated part of their mix.
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.
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 ...