• Marketing Mag Website
  • Marketing Blogs

headshot

by Mary Henderson

on Jun 18

Rules of engagement

Advertise with us

Engaging your customers usually requires many touch points. To do this a multiple channel approach is required to give them every opportunity to buy from you.

In traditional marketing usually a concept is formed into a tangible product followed by a marketing strategy, channel strategy, logistics strategy and eventually it lands in a store. This traditional approach also requires many internal resources. In the online world, it works in completely the opposite way. The customer will find you through different channels – from search to social media and everything in between. The point here is that different channels give the customer different ways of finding you and trusting your brand, products or services.

I believe multi-channel retailing will be the only way forward for smart retailers. Using different mediums to better engage your customers to trade with you will be a ‘must’ in the not-too-distant future. Things like online stores, mobile devices and enewsletters will be a way to provide a consistent brand experience for your customer(s). It also allows retailers to accurately measure sales and consumer behaviour to better understand what works, what doesn’t work and to identify gaps. The downfall of multi-channel retailing is the cost. The expense lies in the roll out of technologies, especially when hardware and software are required, as well multiple integrations into internal systems.

Multi-channel marketing should be a part of an overall strategy and could be executed incrementally as long as there is a clear plan and goals. They key starting point is to understand your customers’ DNA in order to create a clear profile of them. Understand what type of medium they use best on a day-to-day basis and most importantly how they like to receive content. Developing a profile of your customer is key, not just from a branding standpoint but from a content delivery standpoint.

As I mentioned in my last blog, retailers should be looking at US or UK retailers who do this exceptionally well. The Online Retailer expo to be held in Sydney from 6 July to 9 July 2010 is confirmation that Australian retailers are seriously looking at better ways to engage their customers using different mediums and technologies.

5 Comments

  • Wrote on 23 Jun, at 03:37AM
Leaving out online marketing can actually cause businesses missing out sales.
More and more people now choose to do their shopping online or look around first online for the best option before purchasing goods or services.
  • Wrote on 23 Jun, at 12:14PM
Nice message Mary, and timely too! Mutlichannel marketing is certainly an important part of the mix and our local retailers need to lift their game in this area and leverage some of the learnings from O/S. One "best practice" gaining a lot of attention is to find ways to attribute the value of "in store" sales against online marketing campaigns. For example, a banner ad might generate say $120,000 in online sales, but to accurately know the value of the campaign, it is important to also work out the in store sales made as a result of the same campaign - it is hard to do - especially if the core measurement infrastructure is not in place, but it is worth doing.

Terry Lundgren, the CEO of Macy's in the US, was able to work it out. He says: “For every $1 of sales online, multichannel customers are then spending $5.77 in the store”. Interesting for sure, and certainly puts a different spin on discussions when it comes to working out your marketing budget.

Kevin
  • Wrote on 26 Jun, at 01:09PM
Multi-channel business should be a allotment of an all-embracing action and could be accomplished incrementally as continued as there is a bright plan and goals. They key starting point is to accept your customers DNA in adjustment to actualize a bright contour of them.
  • Wrote on 28 Jun, at 06:11PM
Its amazing, looking at the time and effort you put into your blog and detailed information you provide. I'll bookmark your blog and visit it weekly for your new posts
  • Wrote on 11 Aug, at 06:50PM
<a href="http://www.guccicn.net" title="gucci bags"><strong>gucci bags</strong></a>
<a href="http://www.guccicn.net" title="gucci bag"><strong>gucci bag</strong></a>
<a href="http://www.guccicn.net" title="gucci handbags"><strong>gucci handbags</strong></a>
<a href="http://www.guccicn.net" title="gucci handbag"><strong>gucci handbag</strong></a>
<a href="http://www.guccicn.net" title="discount gucci handbags"><strong>discount gucci handbags</strong></a>

<a href="http://www.buybagshere.com" title="chanel handbags"><strong>chanel handbags</strong></a>
<a href="http://www.buybagshere.com" title="chanel bags"><strong>chanel bags</strong></a>
<a href="http://www.buybagshere.com" title="discount chanel bags"><strong>discount chanel bags</strong></a>

<a href="http://www.buybagshere.com/Wholesale-chanel-cambon_c921" title="chanel cambon"><strong>chanel cambon</strong></a>
<a href="http://www.buybagshere.com/Wholesale-chanel-cambon_c921" title="chanel cambon bags"><strong>chanel cambon bags</strong></a>
<a href="http://www.buybagshere.com/Wholesale-chanel-cambon_c921" title="chanel cambon handbags"><strong>chanel cambon handbags</strong></a>
<a href="http://www.buybagshere.com/Wholesale-chanel-cambon_c921" title="chanel cambon 31"><strong>chanel cambon 31</strong></a>
<a href="http://www.buybagshere.com/Wholesale-chanel-cambon_c921" title="chanel cambon handbags prices"><strong>chanel cambon handbags prices</strong></a>

<a href="http://www.buybagshere.com/Wholesale-chanel-flap_c919" title="chanel flap"><strong>chanel flap</strong></a>
<a href="http://www.buybagshere.com/Wholesale-chanel-flap_c919" title="chanel flap bags"><strong>chanel flap bags</strong></a>
<a href="http://www.buybagshere.com/Wholesale-chanel-flap_c919" title="chanel flap handbags"><strong>chanel flap handbags</strong></a>

<a href="http://www.buybagshere.com/Wholesale-chanel-255_c920" title="chanel 2.55"><strong>chanel 2.55</strong></a>
<a href="http://www.buybagshere.com/Wholesale-chanel-255_c920" title="chanel 2.55 handbags"><strong>chanel 2.55 handbags</strong></a>
<a href="http://www.buybagshere.com/Wholesale-chanel-255_c920" title="chanel 2.55 bags"><strong>chanel 2.55 bags</strong></a>
<a href="http://www.buybagshere.com/Wholesale-chanel-255_c920" title="chanel bags 2.55"><strong>chanel bags 2.55</strong></a>
<a href="http://www.buybagshere.com/Wholesale-chanel-255_c920" title="chanel handbags 2.55"><strong>chanel handbags 2.55</strong></a>

<a href="http://www.buybagshere.com/Wholesale-chanel-handbags-2010_c895" title="chanel handbags 2010"><strong>chanel handbags 2010</strong></a>
<a href="http://www.buybagshere.com/Wholesale-chanel-handbags-2010_c895" title="chanel 2010 handbags"><strong>chanel 2010 handbags</strong></a>
<a href="http://www.buybagshere.com/Wholesale-chanel-handbags-2010_c895" title="chanel bags 2010"><strong>chanel bags 2010</strong></a>
<a href="http://www.buybagshere.com/Wholesale-chanel-handbags-2010_c895" title="chanel 2010 bags"><strong>chanel 2010 bags</strong></a>
<a href="http://www.buybagshere.com/Wholesale-chanel-handbags-2010_c895" title="chanel bags 2010 sale"><strong>chanel bags 2010 sale</strong></a>

<a href="http://www.buybagshere.com/Wholesale-chanel-wallet_c922" title="chanel wallet"><strong>chanel wallet</strong></a>
<a href="http://www.buybagshere.com/Wholesale-chanel-wallet_c922" title="chanel wallets"><strong>chanel wallets</strong></a>
<a href="http://www.buybagshere.com/Wholesale-chanel-wallet_c922" title="chanel continental wallet"><strong>chanel continental wallet</strong></a>
<a href="http://www.buybagshere.com/Wholesale-chanel-wallet_c922" title="discount chanel wallets"><strong>discount chanel wallets</strong></a>

<a href="http://www.guccicn.net/gucci-fall-winter-2010-wholesale-906.html" title="gucci fall winter">gucci fall winter</a>
<a href="http://www.guccicn.net/gucci-fall-winter-2010-wholesale-906.html" title="gucci fall 2010">gucci fall 2010</a>
<a href="http://www.guccicn.net/gucci-fall-winter-2010-wholesale-906.html" title="gucci winter 2010">gucci winter 2010</a>
<a href="http://www.guccicn.net/gucci-fall-winter-2010-wholesale-906.html" title="gucci fall winter 2010">gucci fall winter 2010</a>
<a href="http://www.guccicn.net/gucci-fall-winter-2010-wholesale-906.html" title="gucci 2010 fall winter">gucci 2010 fall winter</a>

<a href="http://www.guccicn.net/gucci-bags-2010-wholesale-871.html" title="gucci 2010"><strong>gucci 2010</strong></a>
<a href="http://www.guccicn.net/gucci-bags-2010-wholesale-871.html" title="bags 2010"><strong>bags 2010</strong></a>
<a href="http://www.guccicn.net/gucci-bags-2010-wholesale-871.html" title="gucci bags 2010"><strong>gucci bags 2010</strong></a>
<a href="http://www.guccicn.net/gucci-bags-2010-wholesale-871.html" title="gucci handbags 2010"><strong>gucci handbags 2010</strong></a>
<a href="http://www.guccicn.net/gucci-bags-2010-wholesale-871.html" title="gucci 2010 bags"><strong>gucci 2010 bags</strong></a>
<a href="http://www.guccicn.net/gucci-bags-2010-wholesale-871.html" title="gucci 2010 handbags"><strong>gucci 2010 handbags</strong></a>

<a href="http://www.guccicn.net/chanel-handbags-2010-wholesale-862.html" title="chanel 2010"><strong>chanel 2010</strong></a>
<a href="http://www.guccicn.net/chanel-handbags-2010-wholesale-862.html" title="chanel bags 2010"><strong>chanel bags 2010</strong></a>
<a href="http://www.guccicn.net/chanel-handbags-2010-wholesale-862.html" title="chanel handbags 2010"><strong>chanel handbags 2010</strong></a>
<a href="http://www.guccicn.net/chanel-handbags-2010-wholesale-862.html" title="chanel 2010 bags"><strong>chanel 2010 bags</strong></a>
<a href="http://www.guccicn.net/chanel-handbags-2010-wholesale-862.html" title="chanel 2010 handbags"><strong>chanel 2010 handbags</strong></a>

<a href="http://www.guccicn.net/louis-vuitton-bags-2010-wholesale-875_876.html" title="2010 lv bags"><strong>2010 lv bags</strong></a>
<a href="http://www.guccicn.net/louis-vuitton-bags-2010-wholesale-875_876.html" title="lv bags 2010"><strong>lv bags 2010</strong></a>
<a href="http://www.guccicn.net/louis-vuitton-bags-2010-wholesale-875_876.html" title="louis vuitton bags 2010"><strong>louis vuitton bags 2010</strong></a>

<a href="http://www.guccicn.net/gucci-bags-2009-wholesale-870.html" title="gucci bags 2009"><strong>gucci bags 2009</strong></a>
<a href="http://www.guccicn.net/gucci-bags-2009-wholesale-870.html" title="gucci 2009 bags"><strong>gucci 2009 bags</strong></a>
<a href="http://www.guccicn.net/gucci-bags-2009-wholesale-870.html" title="gucci handbags 2009"><strong>gucci handbags 2009</strong></a>
<a href="http://www.guccicn.net/gucci-bags-2009-wholesale-870.html" title="gucci 2009 handbags"><strong>gucci 2009 handbags</strong></a>

<a href="http://www.guccicn.net/gucci-spring-summer-2010-wholesale-879.html" title="gucci summer bags"><strong>gucci summer bags</strong></a>
<a href="http://www.guccicn.net/gucci-spring-summer-2010-wholesale-879.html" title="gucci summer handbags"><strong>gucci summer handbags</strong></a>
<a href="http://www.guccicn.net/gucci-spring-summer-2010-wholesale-879.html" title="summer bags"><strong>summer bags</strong></a>
<a href="http://www.guccicn.net/gucci-spring-summer-2010-wholesale-879.html" title="summer 2010 bags"><strong>summer 2010 bags</strong></a>
<a href="http://www.guccicn.net/gucci-spring-summer-2010-wholesale-879.html" title="gucci summer 2010"><strong>gucci summer 2010</strong></a>

<a href="http://www.guccicn.net/gucci-classics-wholesale-877.html" title="gucci classic"><strong>gucci classic</strong></a>
<a href="http://www.guccicn.net/gucci-classics-wholesale-877.html" title="gucci bags classic"><strong>gucci bags classic</strong></a>
<a href="http://www.guccicn.net/gucci-classics-wholesale-877.html" title="gucci handbags classic"><strong>gucci handbags classics</strong></a>

<a href="http://www.guccicn.net/gucci-wallets-wholesale-874.html" title="gucci wallets"><strong>gucci wallets</strong></a>
<a href="http://www.guccicn.net/gucci-wallets-wholesale-874.html" title="gucci wallets sale"><strong>gucci wallets sale</strong></a>
<a href="http://www.guccicn.net/gucci-wallets-wholesale-874.html" title="gucci wallets men"><strong>gucci wallets men</strong></a>
<a href="http://www.guccicn.net/gucci-wallets-wholesale-874.html" title="gucci wallets women"><strong>gucci wallets women</strong></a>

<a href="http://www.guccicn.net/chanel-handbags-2009-wholesale-863.html" title="chanel 2009"><strong>chanel 2009</strong></a>
<a href="http://www.guccicn.net/chanel-handbags-2009-wholesale-863.html" title="chanel bags 2009"><strong>chanel bags 2009</strong></a>
<a href="http://www.guccicn.net/chanel-handbags-2009-wholesale-863.html" title="chanel handbags 2009"><strong>chanel handbags 2009</strong></a>
<a href="http://www.guccicn.net/chanel-handbags-2009-wholesale-863.html" title="chanel 2009 bags"><strong>chanel 2009 bags</strong></a>
<a href="http://www.guccicn.net/chanel-handbags-2009-wholesale-863.html" title="chanel 2009 handbags"><strong>chanel 2009 handbags</strong></a>

<a href="http://www.guccicn.net/louis-vuitton-bags-2009-wholesale-875_869.html" title="2009 lv bags"><strong>2009 lv bags</strong></a>
<a href="http://www.guccicn.net/louis-vuitton-bags-2009-wholesale-875_869.html" title="lv bags 2009"><strong>lv bags 2009</strong></a>
<a href="http://www.guccicn.net/louis-vuitton-bags-2009-wholesale-875_869.html" title="louis vuitton bags 2009"><strong>louis vuitton bags 2009</strong></a>

<a href="http://www.guccicn.net/louis-vuitton-wallets-wholesale-875_880.html" title="lv wallets"><strong>lv wallets</strong></a>
<a href="http://www.guccicn.net/louis-vuitton-wallets-wholesale-875_880.html" title="louis vuitton wallets"><strong>louis vuitton wallets</strong></a>
<a href="http://www.guccicn.net/louis-vuitton-wallets-wholesale-875_880.html" title="louis vuitton mens wallets"><strong>louis vuitton mens wallets</strong></a>

<a href="http://www.guccicn.net/hermes-handbags-wholesale-878_867.html" title="hermes handbags"><strong>hermes handbags</strong></a>
<a href="http://www.guccicn.net/hermes-wallets-wholesale-878_868.html" title="hermes wallets"><strong>hermes wallets</strong></a>
<a href="http://www.guccicn.net/hermes-wallet-for-women-2010-arrival-product-91.html" title="hermes wallets women"><strong>hermes wallets women</strong></a>

<a href="http://www.guccicn.net/coach-bags-kristin-wholesale-894_895.html" title="coach bags kristin"><strong>Coach Bags Kristin</strong></a>
<a href="http://www.guccicn.net/coach-bags-alexandra-wholesale-894_896.html" title="coach bags alexandra"><strong>Coach Bags Alexandra</strong></a>
  • Both the above fields are required for unauthenticated comments. * indicates a required field.


    *

    * This email will not be available or visible to anyone.
    (optional)