Sir Isaac Newton’s third law of motion asserts that for every action, there is a reaction. Who knew that the laws of classical mechanics Newton discovered nearly 400 years ago could apply to multichannel marketing? Had Newton been referring to modern marketing, he might have reworded the law as “For every customer action, there should […]
Merchants tend to view customer service as a purchase activity; one of receiving and shipping an order. But in this new era of marketing, how we “serve” the consumer requires a new line of thinking and, therefore, a new dimension of marketing. How do you make service a part of your marketing? An accommodation marketing […]
What’s the single biggest mistake that most marketers make when it comes to delivering a brand experience? Communicating your brand to customers only. Are you guilty? Or are you really building an experience from the ground up? To answer this question, consider this scenario. Pretend you’re walking down the street and you happen upon two […]
If I were to say, “The Man in Black,” who would you think of? If you’re a music fan, chances are country legend Johnny Cash would come to mind. How can the simple mention of a color bring about associations of a specific individual? Somehow, Johnny Cash was able to elevate his image beyond just a […]
In the multichannel world, we like to measure things. Every marketing dollar spent is, ideally, associated with a return on investment, though it is getting harder to track and measure. There is one metric that does not lie that you don’t have to chase: your average order value. And it’s an important one. If you’ve […]
Retailers must make a concerted effort to get consumers’ attention in today’s fast-paced environment, where prospects are subjected to hundreds of adverting messages a day. When it comes to brand recognition, integration is the name of the game. For consumers to really connect with a brand, they must have the same brand experience online, in-store […]
Multichannel marketers today tend to get caught up in the frenzy of the next greatest trend. What about Web 3.0? What’s the hot social networking application? How do we make our e-mails more effective? Sexy online strategies are and should be a big part of direct marketing. But that doesn’t mean you should ignore some […]
Mailing a catalog is a considerable investment, so every single book, every page, every photograph must work hard to maintain the catalog’s goal: tapping customers on the shoulder and driving a sale no matter the channel. Has your team lost sight on how important this format is? Are you taking advantage of every square inch […]
Products and services. That’s what we sell. Every company has something to offer, whether it’s a tangible good, training, technology, or financial products and services. As marketers, we are in the business of selling “things.” But some of these products stand out because they provide the solutions to problems people need answered. They are your […]