Customers today are hyper-connected and more empowered than ever. They want advantages that only digital platforms provide, such as constant access, broad selection, and dynamically delivered information. They also want the advantages of physical assets, such as personal service, the ability to touch products, and a personal shopping ‘experience’. Essentially, customers now expect to be served wherever they want, whenever they want it; and through whatever channel they want.
“Marketing has always been multichannel – it’s just that we didn’t have quite so many to use, integrate, and manage as we do today!” – Industry Blogger
Satisfying demand can be a proverbial Catch 22 for marketing leaders. They are being asked to deliver better results and streamline budgets; yet customer expectations continue to escalate and channels proliferate. All of which requires customer-centric organizations to communicate and interact in even more ways through websites, stores, branch offices, direct mail and catalogs, call centers, kiosks, and/or networked devices. Thinking through this paradox can be a daunting task.
Effective Multichannel Marketing Strategies - Learning Objectives
The purpose of our workshop is to help marketers build successful multichannel strategies that connect with customers in increasingly meaningful ways across discrete yet interconnected channels. And to do so in a fiscally responsible way that fits their business model and organizational structure.
“Simply using multiple channels does not equal a multichannel strategy” – Industry Blogger
Areas of Focus
- How to develop a 360 view of customers to inform a channel architecture
strategy that profitably addresses customer preferences
- How to deliver personally relevant information through a compelling content &
contact strategy that generates customer value within each channel
- How to align channels through brand strategy that creates a cohesive user
experience
- How to integrate measurement across channels for performance
enhancement, ROI evaluation and investment allocation
- How to create internal infrastructure and readiness systems that equip
organizations to coordinate effective responses to customer needs
The Keys to Success
• Fact-based presentations on channel dynamics & success factors
• Rich discussions on best practices in multichannel strategy
• Real world case studies (of hard earned/learned multichannel wins)
• Hands-on creation of mock, multichannel strategies by workshop participants.
Additionally, the workshop includes several planning tools and frameworks for building multichannel marketing strategies. There will be time allocated for personal contemplation and journaling, so participants can actually begin to apply these tools to the unique needs of their business during the work session.
Effective Multichannel Marketing Strategies - Who Should Attend
Brand marketing and marketing communication leaders; business and product managers; sales executives with marketing communication responsibilities; and consulting strategists/agency planners. It is also appropriate for C-level executives who want to better understand and guide their organizations through the complexities of a multichannel universe.
Effective Multichannel Marketing Strategies - Cancellation PolicyAll Training Intensive cancellations and requests for refunds must be submitted to the AMA via email at
cnelson@ama.org. Cancellations received four weeks prior to the event start date will receive a refund minus a $150 early cancellation fee. Cancellations received after that date will receive a refund minus a $300 late cancellation fee.
Registrants wishing to cancel may send someone to take their place without penalty if they send a written request with the replacement person’s name to
info@ama.org at least two weeks prior to the event start date. No refunds will be given after February 28, 2013.
A conference registration may not be shared by two or more individuals. Space is limited and on-site registration cannot be guaranteed. Separate cancellation policies may exist for pre-conference programs, tutorials, and other associated events. Hotel and transportation reservation cancellations must be handled by the individual registrant directly with the hotel, airline and/or other company.
Effective Multichannel Marketing Strategies - About the Instructors