Marketing technology doesn’t have to be taxing
A recent study by Time Inc showed that those consumers who grew up with mobile technology – so-called ‘digital natives’ – switch their attention between media platforms (things like TVs, magazines, tablets, smartphones or channels within platforms) a mind-boggling 27 times per hour, or about every other minute.
These findings were echoed by Nielsen’s Australian Online Consumer Report 2012 which found that so-called ‘multi-screening’ has become habitual for six out of 10 Australians, who regularly use the internet while watching television and other devices, with more than one third doing so on a daily basis.
So, it’s perhaps no surprise that multi-channel marketing – whereby retailers strive to reach their prospective or current customer in a channel of their liking – has become a recent buzzword. Technology providers have naturally jumped on the back of this, offering to help simplify this ‘crazy’ new world of multiple touch points.
But have they really simplified things? I’m not so sure. I’ve spoken to hundreds of marketing directors over the past two years and I’ve heard story after story of organisations that have embarked on complex, technical implementations that have taken many months, cost the earth and yet failed to deliver the promised benefits of integrated, multi-channel marketing.
Many of the people I’ve spoken to were left with big bills and heavy recurring costs, having invested in new people to run these systems for them.
This really frustrates me – technology is supposed to make things simpler, not more complicated! In my opinion, part of the problem is that many organisations are told they have unique challenges and require bespoke solutions to be built just for them.
But is this really true? Certainly, every organisation is different – selling different products and services in different ways. But most marketing directors I talk to usually face almost the same root issues – how do I acquire more customers? How do I convert more customers? How do I sell more? And of course, more recently, what’s the right channel for my customer at a particular point in the sales cycle?
No outside technology provider is better placed to give them the answers to these questions than the organisation itself.
But tech providers can help with simple tools to address things like Callback on a website, optimising a site for mobile devices or allowing the retargeting of a website customer who’s abandoned a sale, via an SMS. These are simple solutions that give customers the choice of how to interact with an organisation and are proven to increase engagement and sales conversion.
Today, these kinds of solutions can be offered as cloud-based ‘Apps’ and this is set to revolutionise multi-channel marketing. What is different is that these kinds of Apps are seeking to join up the dots of existing channels, rather than reinvent them. Apps are quick to add on to existing channels and put the power into consumer’s hands – giving them the option to choose how they want to interact.
Because they are hosted in the cloud, there’s no complicated technical back-end stuff to do, they cost tens of dollars, rather than tens of thousands and you only pay for the bits you need. When delivered as part of a suite, these types of Apps can also take away the headache of dealing with multiple technology suppliers and all the complex integration that implies, making it possible to report on campaigns centrally.
These kinds of benefits also mean that multi-channel marketing is now becoming a reality for smaller companies that have previously seen such solutions as the preserve of larger enterprises with deep pockets. Opening up access to the ‘big boys marketing toys’ is, for me, what the cloud is all about.
There is no doubt the world has changed and that consumers are demanding far more choice about how they engage with the organisations that matter to them. The challenge for the technology community is to ensure that we help oil the wheels of the new multi-channel world, rather than obstruct it.
James Critchley is CEO of Cloud.IQ.
Please login with linkedin to comment
Latest News
The Mars Agency Announces Latest Findings Of Retail Media Report Card
The Mars Agency has developed a scorecard that assesses the capabilities of leading platforms across key criteria required to optimally plan, execute, and measure effective retail media programs. The scorecard aims To help brands efficiently evaluate their spending options across retail media networks in Australia (and New Zealand). With spending on retail media advertising in […]
‘It’s The Lesser Of Two Evils’ – NRL Eyes US Betting Market As Aussie Regulators Circle
US betting firms will be delighted by the circa 50,000 Americans who could soon watch the NRL on their favourite app.
A-League In Deep Discussions With New Partner To Keep Games On TV After Production Company Enters Administration
The A-League's insatiable appetite for scoring own goals continues.
TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick
A heated argument between two jungle members did the numbers for Ten last night, with I’m A Celeb obtaining a total national reach of 1,282,000. Fans were delighted as Candice Warner and influencer Skye Wheatley got into it over a stick of lipstick, leading Warner to dub the Instagram star “selfish.” Wheatley, best known for […]
Is The Australian Music Industry In Trouble? Inquiry Launched Following Splendour Cancellation
Earlier this week, an inquiry was launched into the challenges and opportunities currently facing the Australian live music industry in the wake of multiple festival cancellations. On 25 March 2024, the Minister for the Arts, the Hon. Tony Burke MP, asked the Committee on Communications and the Arts to inquire into and report on the […]
Liana Dubois, Leandro Perez, Aimee Buchanan & More Gather For Inaugural Compadres Leadership Event
Didn't get the invite? Perhaps you're not as important as you thought.
Cathay Captures The Unforgettable Thrill Of Cathay/HSBC Hong Kong Rugby Sevens, Via Publicis
Nobody does rugby like Hong Kong, apparently. Certainly nobody does it as badly as Australia.
Cocogun Nabs Christine Watts, Kirsty Reynolds & Shev Tan Bolstering Management & Creative Teams
Cocogun bolsters its team with new hires. Committed to purchasing a bigger sofa, too.
The Media Store’s Jacquie Alley & Sam Cousins Take The Plunge With Pro-Bono Work For Cure Cancer
B&T chats with The Media Store bosses about their great pro-bono work and sponsored swim.
Hawke’s Brewing Co. Taps Rocket Comms For PR Agency Following Competitive Pitch
We're expecting Rocket Comms productivity to crash in spectacular fashion following this win.
Spotlight On Sponsors: Patties Serves Up A Taste Of Home For Olympians & South Sydney Rabbitohs Recommit To Gambling Reform
While the Rabbitohs commits to gambling reform, B&T reckons the team should commit to a decent auto sponsor.
Google: “Inevitable” That Bad Actors Will Abuse Ads Platform As Advertiser Account Suspensions Double
Google maintains it's simply impossible for it to entirely stop bad people placing & paying for ads using its service.
Quantcast Expands APAC Sales Team With Appointment Of News Corp Account Manager
No pressure at all when you are appointed as a client success manager.
Publicis Sapient Tests Microsoft-Powered Gen AI Search Tool With Homes & Villas By Marriott Bonvoy
Given Gen AI's record for mangling stuff, B&T cannot see the problem with letting it decide your next holiday digs.
Volkswagen & DDB Group’s “Roo Badge” To Reduce Kangaroo Related Road Collisions
Watch out for RooBadge as Cannes Lions' most debated campaign this year.
Twilio Launches Unified Profiles & Agent Copilot Features To Boost Productivity & Engagement
Agent Copilot sounds like James Bond's less interesting cousin.
Reebok & Honda Among New Clients For onetwo agency
OneTwo finally lives up to its name with this double billing.
Ogilvy Report: Throw Out The Social Strategy Rule Book, The Rules Of The Past No Longer Apply
B&T was puzzled that all 'influencers' aren't, effectively, 'virtual', but here we are.
WhiteGREY & AKQA Merge In Australia, Lee Simpson Departs
Fortunately, the combined agencies aren't opting for a trite portmanteau for the new name.
Splendour In The Grass 2024 Music Festival Cancelled!
Music fans all over the country reportedly relieved they can pack away their rain coats and gumboots for another year.
TV Ratings (26/03/2024): “Fairy Bread, F***ing Disgusting”: Gordon Ramsay Slams Aussie Food In Food Stars Launch
Ramsay not one for mincing his words, even when it comes to minced meat pies.
Paramount+ International Boss Doubles Down On Aussie Content, Says Ad-Tier will Grow Audiences And Revenue
Good news as Paramount will not be binning I’m A Celebrity for re-runs of Frasier.
Brent Smart: Telstra Pushing For 50-50 Brand-Performance Split But Warns Numbers ‘Won’t Look Great’ Initially
The old brand vs performance debate continues. But here, Brent is firmly sitting on the fence.
Crowded House, Tones And I & Dom Dolla Win Big At The Shure Rolling Stone Music Awards
B&T staffer reports back with humdinger of a hangover & feeling seriously uncool after mixing with music types.
Opinion: Dyslexia “A Hidden Gem” For Brands & Agencies
Dyslexics offer underappreciated benefits in the corporate field, according to this op-ed.
David Jones Taps Criteo To Power Online Retail Media Arm
Want to see ads for things you probably can't afford? David Jones has got you covered with new retail media play.
oOh!media Sets Up Team To Target Business Audiences Across Airports & Offices
oOh! wants brands to harass you every minute of your next business trip.
QMS Launches Australian First DOOH & TV Partnership With Samba TV
Samba TV, of course, is not a channel dedicated to dancing. Much to our dismany.
Slew Of New Hires At Amplify
Four new faces join the Amplify offices. Team say desk scarcity becoming "acute".
Adobe Announces Content Authenticity Initiative Expansions To Counter Deep Fakes
Try as they might to enlighten them, we suspect Trump supporters will continue to watch and believe Fox News.
The PR Group Appoints TechCrunch Senior Reporter Catherine Shu As Director Of Content & Media
Catherine Shu makes the bold leap from journalism to PR. Says inevitable pay bump was "unrelated".
HERO Nabs Ebony Santin From AMPR
Rumours Santin cleared out the stationery cupboard before departing are as yet unconfirmed.
Karena Noble Checks Out Of EVT Hotels & Resorts To Launch Comms Consultancy
Noble still managed to squeezed in a continental breakfast before departing.
Canva Acquires Design Platform Affinity To Bring Professional Design Tools To Every Organisation
Canva & Adobe face off continues. We're not picking sides but keenly aware that Canva's office is next door to ours.
“Lean On Our Team To Help You Find An Audience”: Why Understanding Audience Engagement Is Essential In Journalism
Engaging the audience is critical to journos, apparently. We'd thought self-loathing & alcoholism were key.
Adobe Summit: Major Gen AI Developments, Data Concessions & Partnerships
What happens in Vegas stays there. Unless it's the Adobe Summit and then you get to read about in B&T.