CROSS CHANNEL: Cross-Channel Marketing
How to Create a Compelling Brand StoryMany brands have forgotten where they came from, what made them special, or have drifted so far from their roots that they’ve lost track of who they are. Many get so caught up in “selling things” that they forget people buy from people (or brands) they like. And it’s difficult to like someone if you know nothing about them or don’t care about them. Here are five ways to create a compelling brand story.... 4 Creative Ways to Rise Above the CompetitionIt’s a new year and a potentially new start for your brand. What will you and your team do to lift your com¬pany above your competitors to make your customer experience exceptional in a crowded, multichannel world? Here are a few branding lessons we can learn from our colleagues. ... 5 Best Practices to Boost Marketing SpendWith the right analytics and marketing actions, multi¬channel customers can become your most valuable—if you are able to use the more frequent interactions that you have with them for better persuasion. Start with these five best practices.... Six Items to Consider When Analyzing Prior SeasonWe all know that consumer behavior is changing rapidly. Yet, when reviewing their prior season, many merchants continue to look at the same metrics year after year. In addition, merchants look at these metrics the exact same way every year. ... 7 Tips For Avoiding Common Customer Research MistakesA better understanding of customers, their needs, perceptions and attitudes is an important part of marketing and brand development. New technology and easy access to consumers has made conducting research more prevalent. ... Customer-centric Retail Model Starts in MarketingCreating a customer-centric retailing model begins in marketing and involves the alignment of all departments all equipped with specific plans of action.... Weaving Your Heritage into Your Branding CommunicationsNo doubt, you can recall iconic products for each of these companies without seeing their bricks or clicks or printed catalog pages. You may have some of these items in your closet right now. Just how do they combine this past/present approach? Here's a look at how these “legacy pros” weave their heritage both overtly and covertly into their brand communications. ... The Top 10 Promotions to Attract Holiday ShoppersWe know that more consumers started to shop for the holidays before Thanksgiving, with shopping during the month of December declining. In addition to changing when they shop, where they shop also changed. Consumers no longer do most of their shopping at a department store; they are spending their time online. In fact, 30% of shoppers plan on doing most of their holiday shopping online, up 2% from the previous year, while shopping at department stores is down 4%, according to a new survey from the Integer Group and M/A/R/C. With that in mind, let’s take a look at the Top 10 holiday specials shoppers are taking advantage of.... 9 Ways to Leverage Your Brand DifferenceHere are nine ways to think about leveraging your brand difference to make a difference in the hearts and minds — and wallets — of your customers... A Holiday Marketing Tip From Herschell Gordon LewisVeteran marketing wordsmith Herschell Gordon Lewis has some advice for merchants this holiday season. Make sure your marketing copy emphasizes the benefit of the product you are trying to sell. That is how you can improve response.... Maximize Trigger Campaigns With a Multichannel ApproachTwo-thirds of customers are already behaving in a multichannel manner, yet the current best practice for triggered-based messaging is single channel in its approach. This is to the disadvantage of marketers who seek to use this approach to deliver relevance.... Profiling, Segmenting Helps Jos. A Bank Move Beyond RFMFashion apparently knows no economic slowdown. Jos. A. Bank Clothiers has been in expansion mode since 2000, when it maintained 100 stores. At last count, it had passed the 500-store mark, with plans calling for further growth. The company isn’t pulling back on its direct marketing plans, either. According to John Lewis, director of database marketing, the apparel firm’s challenge is not only finding new customers, but investigating more efficient ways of keeping the customers it has. ... Opinion: Be Multichannel, Not A "Channel Trender"As a direct marketing professional, I have noticed a trend during the past few years: Retailers and direct marketers routinely position themselves as multichannel merchants, but are they really? ... Positive, Assertive Email Copy Pulls For Wine of the Month ClubEcommerce consultancy Timberline Interactive did an A/B email test for client Wine of the Month Club this past fall to see if a clever subject line and body would work better than a more assertive approach.... The art of elegant merchandisingWhen working on branding and merchandising, business leaders should spend a lot of time unpacking words. Everyone around the table in an organization... |
Related Articles
GLOSSARYWhen an industry term is on the tip of your tongue, or when you come across jargon that's new to you, the words and definitions you need may well be right here. Click here PRIMERWhether you're just getting started or you need a refresher, the articles below can help you get back to cross channel marketing basics. |
