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In this post I'm looking at the world of real multichannel advertising, and how brands can extend the impact of a TV advertising campaign well beyond its airtime.
Earlier this month (May 2010), Bain & Company and the IAB concluded the final part of its year-long study into ‘Building Brands Online’.
The study (PDF) reports the need for brand advertisers to: ‘develop and utilise more innovative ad formats’; ‘cast a wider net for creative ideas’; and ‘drive cross-platform campaign integration’; in order to realise the real potential value of online advertising.
Multichannel sales reached £1.9bn for Argos in the last financial year, 43% of the retailer's total sales. The latest addition to this strategy is a new Check & Reserve iPhone app.
I've been talking to David Tarbuck, who is head of multichannel development at Argos, about the new app, and the company's approach to multichannel retail.
Welcome to the JUMP blog. If you’ve made it this far we assume you know a little about the JUMP event this October. Perhaps you’ve followed a QR code, been directed here via a vanity search on Google, received a rather exciting bit of post, followed a link on twitter or simply been recommended by a friend. However you found us - we’re glad you’re here.
JUMP is a cross-industry series of research reports and a conference (13 October 2010, London, UK) for senior marketers to explore the new era of marketing created by the integration of online and offline channels, technologies and disciplines.
Argos has just launched its first iPhone app, in response to 600% increased in traffic to Argos.co.uk from mobile devices. In December, Argos had 750,000 visits from iPhones and iPods, so the demand is clearly there.
The app, developed in-house, isn't a full mobile commerce offering, though that is something which may follow later. Instead, the app allows customers to browse and check stock levels at their local stores, before making a reservation for in-store collection.
Mobile coupons offer an excellent opportunity for retailers to appeal to customers on the go, and to drive them in stores with special offers and discounts.
For example, US retailers such as Target are offering coupons which can be downloaded to their phones and scanned at the checkout, while in the UK, apps like Voucher Cloud allow users to search for local businesses offering coupons which can be redeemed in store.
Here are ten reasons why retailers should consider the use of mobile coupons in their marketing strategies...
Whilst websites adapt every day to be as accessible and usable as possible, email hasn’t quite benefited from the same level of attention in this area. Instead, marketers have frequently chosen to ignore these developments in all other areas online and continue to do things the way they always have.
Email as a marketing channel is being creatively abused like no other, and it is time for change.
No longer is brand marketing likely to remain the prerogative of conventional brand marketing organisations.
Whilst these organisations have great strengths in creativity, planning and campaign delivery, they exhibit fewer strengths online where a host of brand association, experience and conversation takes place.
There are others who are better placed to engage and create influence by blog, Facebook, YouTube and Twitter already thrive online. And they are the digital agencies...
Whilst social media tends to attract much attention at the moment, the savvy marketing professional understands that success lies in using the best digital marketing mix and not over focusing on one channel.
Email marketing remains an important component, but what can be done to raise our game and generate even better results from this established and proven marketing tool?
Argos is showing other multichannel retailers how it's done, with its multichannel sales reaching £1.9bn in the last financial year.
According to the company's results (pdf), multichannel accounted for 43% of Argos' sales, and justifies the company's investment in services such as reserve and collect.
Yahoo recently announced a partnership with Nectar for Consumer Connect, a program which aims to use offline purchase data to target online advertising more effectively.
David Buckingham is Commercial Director at Loyalty Management Group, the company which runs the Nectar card scheme. I've been talking to David about how the scheme works, and how he hopes that it will convince more FMCG brands to advertise online.
While plenty of US retailers have mobile commerce sites or apps, it seems those in the UK have been slower to move into mobile.
I covered this topic last year, and could only think of three m-commerce sites in the UK, two of which were Amazon and eBay. There are now a few more, but a lot of big names are yet to move into mobile commerce.
Strong growth is predicted for the mobile commerce market, and there are plenty of reasons why a mobile commerce site (or app) can benefit retailers. I've been listing the UK retailers with a mobile presence...
Customers are increasingly switching between channels when researching and making purchases, with the vast majority using at least two in their purchase decisions.
This is one of the findings of an ATG Cross-Channel Commerce study (registration required), which surveyed 1,054 US consumers...