Craig Brockman says, “While obvious to some, cross-channel marketing is not the same as multichannel marketing. Many organizations run traditional campaigns in multiple channels and believe it’s one and the same. The missing ingredient is, of course, integration. These days, customers expect authentic conversations wherever and whenever they interact with your brand. It’s therefore essential to speak to the customer in the right channel, at the right time, on the right device. To create personal­ized, coordinated marketing interactions across all channels requires the ability to link... [...]

Pamela Robertson says, “U.S. Soccer goalkeeper Tim Howard truly delighted the 1,000+ marketers who attended Experian Marketing Services’ Client Summit in Las Vegas this July with his recollections from the recent World Cup in Brazil. During a “fireside chat” with Experian Marketing Services’ Rick Erwin, Howard told stories about the highs and lows he and the team experienced during the tournament, and shared the fact that goalkeepers do in fact simply guess which way to dive when they try to block penalty kicks. Attendees lined up at microphones to thank Howard for the World Cup... [...]

Erin Haselkorn says, “With more than half of marketers personalizing messages across more than one channel, and 87 percent of companies engaging in cross-channel marketing, the need for data insight is great. A variety of channels and a strong need to engage with consumers on a personal level means looking for new ways to better understand the consumer. Data-driven marketing: The new norm Information contained within a company database and through third parties helps provide a wealth of information to drive consumer engagement and connect on a deeper level. Marketers without solid analytics... [...]

James Diamond says, “Every day we are bombarded with new marketing channels, customer channels and the never ending battle of stakeholder management. This means marketers need to focus on message creation, execution efficiency and conversion testing across every platform in order to meet the challenges of managing cross-channel interactions and the demands of the hyper-connected consumer. The other day a client asked why I was so persistent that they increase their efforts around testing. My response was simple: “Your customers see on average 5000 marketing and advertising messages per... [...]

Linus Gregoriadis says, “The newly-published Econsultancy Cross-Channel Marketing Report, produced in partnership with Oracle Marketing Cloud, looks in detail at the extent to which companies are integrating their marketing activities.  The infographic below provides a glimpse of some of the key data points and trends covered in the report which is based on a survey of almost 1,000 marketers. Among other findings, the research has found that a clearly defined strategy and understanding of the customer journey are the most important factors for enabling effective orchestration of cross-channel... [...]

The latest article on  ‘Marketing Land’ is titled “Nielsen: Cross-Channel Campaigns Aren’t Living Up To Their Potential”. Ginny Marvin says, “A new Nielsen study suggests that integrated ad campaigns that incorporate exposures on both TV and online aren’t delivering any better results than when TV and digital campaigns are planned separately. The weakness, according to the study, lies in planning for online. Online and mobile video viewing numbers are relatively small now, but as the report illustrates, digital video viewing is growing much faster than TV... [...]

The latest post on ‘Experian Marketing Forward’ Blog is titled “Quick – what are the best ways to speed up image loading times?”. Geovanny Vargas says, “On several occasions I’ve been asked about the recommended file size of an image in order to improve loading times on email clients. It’s a great question, because if images don’t appear immediately upon opening, the recipient might move on from the email without reading it. At the same time, designers don’t want to compromise an email’s visual appearance just so it will load faster. Well, here’s the truth: there’s... [...]

The latest post on ‘Experian Marketing Forward’ Blog is titled “Overcoming obstacles to cross-channel marketing success”. Pamela Robertson says, “In a recent Experian Marketing Services global survey, sixty-one percent of marketing leaders cited data, specifically collecting and managing structured and unstructured data, as one of the top business challenges they face. As covered in The 2014 Digital Marketer: Benchmark and Trend Report, this fact is not surprising given the number of ways data flows into organizations these days. Many companies are struggling to keep up and it’s... [...]

The latest post on ‘Experian Marketing Forward’ Blog is titled “Optimizing cross-channel marketing for compliance part III: Evolving the privacy policy”. Alex Krylov says, “My final quote comes from privacy pro Ben Isaacson: “Engaging on privacy is not a retardant [to innovation], it’s just part of the evolution”[1]. In part two of this series I discussed the need to educate consumers about your data integration efforts. In part three, I will describe ways you can optimize the privacy policy itself. Your privacy policy is a one-stop shop for consumers Until the industry develops... [...]

The latest post on ‘Experian Marketing Forward’ Blog is titled “Optimizing cross-channel marketing for privacy and compliance, Part II: Data integration”. Alex Krylov says, “Here’s another true premise borrowed from Seth Godin: “The internet was supposed to homogenize everyone by connecting us all. Instead what it’s allowed is silos of interest.” In Part I of this series I highlighted what regulatory and self-regulatory controls to be mindful of when acquiring subscribers through your various data acquisition efforts. In this installment I will cover how to best integrate... [...]