The multichannel challenge for organisations
• Too many channels – don’t upset the retailers, or sales!
• Too many lines – on, off, above, below
• Too many suppliers – mail, ad’s PR, digital, field marketing
• Too little dialogue – sharing plans and learning
The online value proposition
• How to develop and position it
• How will it impact traditional channels?
• Contact preference – let people choose their contact channels
• Driving cost out of the business with channel options
Planning a multichannel strategy – the customer journey
• When and how to drive traffic between online and offline
• Examples of how to transfer customers between different channels
• What are the problems of a multichannel approach?
Measuring the effectiveness of multichannel marketing
• Tracking the research path online and offline
• Last tag wins – problems of campaign-specific tracking
• Measuring conversion
• Econometric modelling – how to set it up and what it will tell you
• Problems with multichannel measurement
WHAT WILL I LEARN?
This course will give you the knowledge and techniques to:
• Plan a multichannel campaign
• Choose the role each channel should play
• Weave channels into a coherent customer experience
• Set goals and objectives for your multichannel campaign
• Measure a multichannel campaign's success
• Learn lessons from a campaign to help you improve next time
WHO IS THE WORKSHOP LEADER?
James A. Matthewson is a digital & direct marketing specialist with extensive experience of developing and delivering Digital Marketing, e- Commerce and e-Business strategies for clients across the world.
James’ industry experience is vast, working as a digital marketing practitioner and trainer across many B2B and B2C sectors for clients such as Pernod Ricard (Martell Cognac), The Institute of Direct Marketing, IBM,
Kalido (Shell International) and Michelin.
James is also a published author in the subjects of e-Business, Digital & Mobile Marketing and regularly writes for various publications on the subject of Internet marketing and business.
