Integrating Marketing Channels For Enhanced Multi Channel Marketing

 

 

In the past integrating traditional marketing channels has been a pretty difficult task and companies big and small would manage their marketing channels in isolation, creating silos in their marketing departments.

Thanks to the emergence of new digital channels it has become much easier to integrate marketing channels for multi channel and cross channel marketing.

Here are 3 simple reasons why organisations should integrate their marketing channels to compliment each other, rather than manage each channel in isolation.

 

Consumers will interact with more than one marketing channel before they decide to make a purchase.

These days with so many marketing channels easily available to consumers, a customer would interact with multiple marketing channels before actually making a purchase.

Typically before a customer would actually make a buying decision, they would have seen a print ad in a magazine, searched for a product on Google, clicked on a banner ad on a blog, or had a product recommended to them on facebook.

For brands that use a variety of marketing channels, it is very common to have specialised people or teams managing these different marketing channels. But to convey a clear message to the customer, it is important that all these different departments work together and are on the same page.  It is alright for different marketing channels to have different tones, but it is important for them to have the same voice.

 

Integrating marketing channels to test, measure, and amplify!

Compared to traditional marketing channels, digital marketing channels are a lot easier and quicker to test, measure and amplify.

A good example is using SEM (search engine marketing) like Google Adwords to test different advertising promotions.  By A/B split testing two ads with different promotions, you can determine which promotion is most appealing to customers before using it for other channels.

Another good example of testing advertising copy is through emails marketing. You can send out an EDM (electronic direct mail) to your subscriber list, and split test different advertising copy or design visuals. The variation with the best results (opens, clicks & conversions etc) will determine the winning ad copy.

Once you have tested and measured the results, the next step is to amplify the winning selections onto more traditional marketing channels, like print and television.

 

Leveraging marketing channels off each other = double the effectiveness.

The real value in integrating marketing channels is so they can leverage off each other and become more effective then they would be, just operating in isolation.

A simple example is leveraging social media with email marketing. Getting new fans on a new facebook page or twitter account can prove challenging at the start. But if your business has been operational for a while, and you have an existing subscription list of customers that you regularly email, you can leverage off your subscription list by emailing your list and asking your members to join your facebook.

You can also provide them with a share-to-social option to allow them share it with all their friends. Having your customers as fans on your facebook page, will double marketing effectiveness and increase traffic, because of the viral nature of social media networks.

This works in vice versa as well; you can easily build your email subscriber list from your facebook page, by offering incentives to fans for signing up using facebook applications.

 

Conclusion

Ive only outlined a few examples here, but there are many more ways you can integrate marketing channels together for better results. As long as communication between departments are good, and everyone is measuring the correct metrics and working toward the same goals, marketing channels can be easily integrated with each other to produce more effective results.

2012 Online Marketing Conferences And Expos In Australia

Hi everyone,

Here is a current list of online marketing conferences in Australia for 2012.

Australian Marketing Conferences in 2012 Date Location
Online Marketing Summit 2012 13-15 February 2012 Sydney
Schmart Marketing Conference 21-February-2012 Melbourne
Schmart Marketing Conference 23-February-2012 Sydney
Istrategy 21-22 February 2012 Sydney
Ad Tech 14-15 March 2012 Sydney
Ad Tech 28-29 March 2012 Melbourne
Ecommerce & Payments World 30-April-2012 Melbourne
Content Management World 01-May-2012 Melbourne
Cloud Computing World 02-May-2012 Melbourne
Digital Advertising World 30 April – 1 May 2012 Melbourne
Internet Show Melbourne 30 April – 1 May 2012 Melbourne
Social Media World 30 April – 1 May 2012 Melbourne
CEBIT Expo 22-24 May 2012 Sydney
Cebit Web Forward 22-24 May 2012 Sydney
Online Retailer & Ecommerce Conference 17-18 July 2012 Sydney

 

I will keep updating this list as new conferences get announced. So stay tuned!

Feel free to leave a comment if i have left any relevant conferences out, or if you would like more information about each conference, please let me know.


My first speaking opportunity at the Online Retailer Conference

I know its been just over a month since the online retailer conference, but I would like to share my very first speaking experience at the online retailer conference that was held in Sydney on the 26th September 2011.

We arrived in beautiful Sydney at 8am Monday morning for the social media summit, which was the pre conference event day. I had woken up at 3.30am in the same morning as our flight was in Avalon, Victoria which was 1.5 hours drive from where I lived.

As you can imagine the morning started pretty fuzzy. We got to our hotel and checked in, before quickly getting to the Sydney exhibition centre as we were running abit late.

When we got there we had already missed half of the keynote given by Dave Haber from ice.com . But the rest of the presentation was great, and it was good to get an inside look at how ice.com run their social media department. Then we had Nick Lansley from Tesco, who looked like he had just run a marathon prior to coming up on stage. Nick shared some pretty insightful stuff about mobile, also touching on great innovations in some of the Asian countries.

During the break I had a good chat to Dave Haber, about their social media resourcing, as I was looking to grow the moooo marketing team. He mentioned that having someone assist with social media is great, but it was best to ease them into the role, and give them more responsibility as they progress, but also still manage and monitor the metrics from a higher level. At ice.com, Dave runs all the social media marketing with Lauren who helps with the content. Its pretty amazing for just a 2 person team, to pull off such great social media campaigns.

Next we were broken up into 2 tracts mobile and social media. The first social media marketing track looked great, but ended up quite boring. I then moved over to the mobile track, which was Craig Sulliven, who was an ace and a real gun with testing, and definitely great value with insights. I then went to more of the social media track but again, the presentations were not as good.

At the breaks, we had networking sessions and I did meet some interesting people and it was a great day for networking. That night we went over our presentation and were making many tweaks, so it was still very much a work in progress.

The next day, which was the 1st official day of the main conference, the rest of my team rocked up. The 1st day keynote speakers were great, Yona from beyondtherack.com, gave us insight on how they got started and the hurdles they faced when starting, which was very inspirational. Tyler Hoffman from Google, as expected just pushed googles new products.

Gabby from catchoftheday.com.au was quite amusing, doing his usually controversial trolling, while the others were pretty average. We then broke up into the 5 tracks, I moved quite a bit between tracks from stuff on SEO, to SEM to email marketing to website usability. 1 standout was an american guy from Silverpop who gave us some good insights on email marketing and mobile.

After the conference it was time for the ORIAS, we were nominated for 2 awards, best pure play and best use of technology. We lost both to surf stitch . The ORIAS was good, with Vince Sorrenti doing a stand up skit for us, he was pretty funny. Food was just ok. I ended up with chicken while the 2 people next to me at steak, which was quite annoying. Big winners for the night were: style tread, appliances online, dick smith, and surf stitch. After the long day, and night, we went back to the hotel for another practice presentation session, but decided that we were too tired and would do it in the morning. Next morning it was D day for our presentation. We did a final rehearsal, and saved the keynote presentation on a thumb drive to give to Kylie.

The keynotes for the 2nd day were great, with the ex Wallmart SVP, and a great presentation from Jon Kamaluddin from asos.com. The 2nd day of the conference seemed a little better than the 1st day with quite a few stand out presentations including one on website usability from Josh Himwish from diapers.com, and another good one session on split testing from Craig Sullivan.

And then it was our turn to present. This was my very first time in front of such a big crowd and to say I was nervous was an understatement. I walked in and sat next to Mike my co speaker. I asked him if he was ready, and he said he was kinda nervous. So it was time for our big talk, and we were already 5 mins late because of technical issues. I was quite confidant until everyone started coming in and we had a full house, which what I was not expecting.

When I got on stage to start, I was hit with a wall of nervousness. And my co-speaker accidentally stuffed up our initial introductions so I didn’t get a chance to say it was my 1st time and to excuse my nervousness. So basically I was stuck to having to talk for around 15 mins consistently, while all I wanted to do was run off stage. Again it was my first ever time in front of so many people, but I thought to myself, it is now or never. I so just did it. And with all eyes looking at me, I pushed forward.

It didn’t go the way I had practiced, my tones were all wrong, but I didn’t give up I just kept going, trying my best to engage the crowd. As it came to Mikes turn to speak, I could see he was quite nervous, he started going for it, but I think due to the time limit was rushing.Mike started just reading as much as he could, he even went over his spot and started reading over mine. Finally it was wrap up time and I wrapped up to finish things off. At the end I apologised for the nervousness and told them to contact me if they had questions.

On the way out there were a few people who asked for my card which was nice, and a few others smiled at me before they left which was encouraging, I also got some positive twitter mentions which really made my day. Metal note first thing to do is join toast masters to improve my presentation skills. By next year I should be all ready for more speaking events.

A big thanks to the online retailer team for giving me the opportunity.