Discover four customer life cycle based models for multi-channel and touchpoint marketing, and why they matter.
Most marketers are starting to integrate their marketing channels. Better late than never. However, simple integration will not be enough. While in multi-channel marketing the focus is still often on the channels, touchpoint marketing provides alternatives that revolve around individual customer and prospect touchpoints.
A nice depiction of the typical multi-channel marketing is this graphic by Twiss that takes into account buyer life cycle, strategy, tactics, marketing goals and more without emphasizing the channels too much. Thanks to Dave Chaffey for sharing and commenting on it.
When it boils down to touchpoint marketing, we see three kinds of models, depending on the approach. Touchpoint marketing looks at different touchpoints, visible and invisible, between a brand and a customer in different phases and maps media, needs, etc. as mentioned above.
"A better headline for this story would be “Apple’s iPad puts the cash register to shame” or something along those lines. Groupon, a popular deals web site, today announced an interesting initiative to put iPad-based point-of-sale (POS) terminal system called Breadcrumb in restaurants across the United States."
Pyramid Computer, specialist manufacturer of custom IT systems, will be joined by leading European software development partners LieberLieber Software GmbH and PROVISIO at #ISE2013 Pyramid Computer will be giving a first time demonstration of its...
And so the European mobile point-of-sale (POS) terminal wars continue. WithiZettle, Payleven, Adyen, mPowa and SumUp all trying to replicate Square’s dongle-based model in the EU, the various stages in this scramble for the mobile merchant tend to involve the signing of distribution partnerships or the support of new cards or card technologies.
As some companies try to increase the quality and functionality of high-definition touchscreens for miniaturized, mobile applications, others are moving in the opposite direction -- blowing up the size of multi-touch displays to create a completely new way to experience the advanced technology.
ZDNet HP $399 touchscreen laptop breaks price barrier InfoWorld Hewlett-Packard has introduced a new wave of Envy and Pavilion thin and light laptops, including an 11.6-inch touchscreen model priced aggressively at $399.
Memorial Day weekend is one of the biggest sales times of the year when it comes to impulse items sold in and around the POS terminal. If you are running a Memorial Day sale, you should definitely mak (5 Things You MUST Have at your POS this weekend!
... Why is Multi-channel Marketing important? Because more and more, our customers are using multiple channels to find the information they need. They are relying less on your website and the relationship with your sales representative than they used to. And they are increasingly finding the information they need to make business decisions on their own.
Why is multi-channel marketing important? Because you need to be in all the places where your customers are searching for information and help them find it…
Is there a gap? Heck yeah! According to Mary Meeker, there is a $20 Billion Digital Marketing Channel gap made evident by the % of advertising dollars spent on internet and mobile channels vs. the amount of time spent in those channels by today’s digital consumer.
In other words, businesses don’t spend enough money on the channels where people are spending increasing amounts of time.
And that is why Forrester called their report “The Multi-channel Maturity Mandate.” According to Forrester:
Today’s customer has much more control over the buying process than today’s marketer does. Now that the Web and social media are part of virtually everyone’s daily life, buyers have more choices (more sources, more outlets, more offers) and more opinions (from pundits to peers) to consider.
Multi-channel marketing is the new reality of how businesses can better meet the needs of customers in the wide array of choices and content they use.
And to me, multi-channel marketing is the 2nd core piece of Content Strategy, which seeks to provide the content our audiences are searching for, in all the places they search.
Continue Reading for the "5 Key Multichannel Marketing Findings"
Jon Sleeman, Director EMEA Industrial & Logistics Research, looks at complex logistical considerations retailers face today. Customers shop using a wide vari... (RT @JLLNews: Omni-channel #retail will be a seamless customer experience.
EDC kiosk goes live at Myrtle Beach general aviation terminal MyrtleBeachOnline.com Ebbie Phillips, of Tyson Signs, (left) and Doug Wendel, Chairman of the MBR EDC board, (right) check out the new information kiosk that the Myrtle Beach Regional...
Air New Zealand offers improved check-in with new Melbourne kiosk service e-Travel Blackboard (press release) Since going live yesterday more than 80 percent of customers have opted to use the check-in kiosks at Melbourne Airport's departure...
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