It's time for Friday Five where we present five curated recent articles on one topic. This time, it's cross channel marketing.
The Future is Poised to Bring More Cross Channel Marketing Campaigns
Your customers are engaging with your business across an increasing number of touchpoints – websites, social media, in-store, mobile and tablets. But regardless of how they engage, they expect a customised, personalized, and consistent experience.
Read the full story on Mobile Marketing Watch.
How Marketers Can Solve the Cross-Channel Personalization Puzzle
Personalized marketing is nothing new. It’s been around for decades and marketers have reaped its benefits. However, what is new — at least compared to personalization — is cross-channel marketing, particularly in relation to the potential number of digital channels.
Read the full story on CMS Wire.
Why Cross-Channel Attribution Should be on Your Digital Marketing Roadmap
As a digital marketer trying to optimize paid media efforts to maximize online conversions and sales to drive revenue growth, proper attribution is paramount to evaluating your success. Choosing the right attribution model becomes critical for you to get it right, to understand the value of each channel in delivering against your specific business goals.
Read the full story on the-cma.org.
Leverage The New Holiday Promotion Cycle To Lure Omnichannel Shoppers
Retailers have been competing fiercely to lure holiday shoppers into their stores with doorbusters on Black Friday for decades, continuously refining offers and marketing in an evolution that has led many to start deals on Thursday to beat the rush. The media is generally quick to report on the backlash to employees working on Thanksgiving, but retailers are responding to changes in shopping behavior that are forcing them to push promotional periods beyond traditional barriers. They really have no other choice if they want to compete.
Read the full story on Multi Channel Merchant.
Shopper Marketing Moving From In-Store To Omnichannel
Once considered only a point-of-purchase and in-store channel, shopper marketing — thanks to technology — has grown to involve the entire omnichannel experience. Building on an earlier study this year from the Association of National Advertisers and PQ Media that found investment in shopper marketing programs is expected to increase nearly 6%, to $18.6 billion by 2020, a new report from the ANA and GfK notes mobile has become a key component of shopper marketing efforts, with marketers attempting to engage consumers not only in stores, but also post-visit and through geolocation technologies.
Read the full story on MediaPost.
More consumers are using more than one channel along their path to purchase, and that goes for B2C as well as B2B. That's exactly why you need to download the Modern Marketing Essentials Guide to Cross-Channel Marketing.