Wow, Alan, many thanks for sharing a glimpse into your daily work with marketers for more efficient, measurable, and profitable marketing operations!! Big shoes for me to fill now. The Marketing Consortium blog will be in my hands for the hottest month of the year for discussing an equally hot topic that follows from Alan's. Namely, effective, measurable, and profitable cross channel marketing for finding success online and offline.
These are exciting times for online and offline marketers. Maybe a bit scary too. Change is in the air. The online and offline are fusing into two sides of the same coin. As consumers, we are already living the cross channel reality. We print out our movie tickets at home after buying them online, we check-in online to our flights and rental cars, we research/buy online and pick up in the store, or we buy in the store and get help online. Yet, as marketers not all of us are quite up to snuff yet when it comes to crossing the channels. To see what I mean, watch the following video that my colleague Denis Lacassagne from our office in Paris pointed me to:
Ha ha ha. With great opportunities come great challenges (as Spiderman might say if he was a marketer). How do we fuse marketing initiatives between online and offline so that the customer experience is a good, i.e. relevant one? How do we leverage what we know about each prospect on one channel to turn them into a (better) customer on another? And my personal area of focus: how do we measure if it is working so that we can improve and be better next time? Let's put our heads together in July to discuss ideas and best practices methods that you and us have built.
P.S.: If you know of any other videos or cartoons on multi channel marketing, please share by adding a comment, will you? Hey, it is summer. Why not lighten up the mood before we dive into the work ahead?