Spend a day with our industry's top gurus and hear what's on the horizon, what's working and which technologies are winning.
| Event name | Multi-Channel Marketing - Morning - London |
| Event Type | E-consultancy Training |
| Date(s) | 09:30 - 13:00 22 May 2008 |
| Status | 3 places left |
| Cost | £310 + VAT
E-consultancy subscribers receive a 10% discount (£279 + VAT) |
| How to book | |
| Description | The multichannel challenge for organisations
• Too many channels – don’t upset the retailers, or sales! • Too many lines – on, off, above, below • Too many suppliers – mail, ad’s PR, digital, field marketing • Too little dialogue – sharing plans and learning The online value proposition • How to develop and position it • How will it impact traditional channels? • Contact preference – let people choose their contact channels • Driving cost out of the business with channel options Planning a multichannel strategy – the customer journey • When and how to drive traffic between online and offline • Examples of how to transfer customers between different channels • What are the problems of a multichannel approach? Measuring the effectiveness of multichannel marketing • Tracking the research path online and offline • Last tag wins – problems of campaign-specific tracking • Measuring conversion • Econometric modelling – how to set it up and what it will tell you • Problems with multichannel measurement WHAT WILL I LEARN? This course will give you the knowledge and techniques to: • Plan a multichannel campaign • Choose the role each channel should play • Weave channels into a coherent customer experience • Set goals and objectives for your multichannel campaign • Measure a multichannel campaign's success • Learn lessons from a campaign to help you improve next time WHO IS THE WORKSHOP LEADER? David Hughes runs an independent digital marketing consultancy, Non-Line Marketing, and has over 8 years experience of email and internet marketing. His training and consultancy areas of specialisation include on-line data gathering, developing email marketing communication programmes and integrating email marketing with traditional direct marketing channels. For the past 5 years he has been a Strategic Consultant with Emailvision, a pan European email technology provider, helping client and agency partners with the strategic, technical and operational issues affecting email campaign success. He works with companies such as Telegraph, Kangol, Institute of Directors and 3M and has experience of email in both the B2B and B2C sectors. David is also the Director of the Tank! On-Line Marketing Action Group, delivering thought leadership programmes for the client marketing community and is author of the DMA UK Email Marketing Benchmarking Quarterly Report. He is a regular speaker for the Institute of Direct Marketing and the DMA on email marketing issues. David spent 7 years at Claritas (now Acxiom) as the European Data Acquisition Manager generating over 8 million survey responses on and off-line per year across 7 countries. The off-line, high volume direct mail experience allows him to apply direct marketing techniques to email marketing programmes. |
| Location | BSG House, 226-236 City Road, London, EC1V 2TT View MapNearest Tube: Old Street (Northern Line) Exit 8 - 200 yards past Moorfields Eye Hospital Bus Routes: 43, 205, 214 |
| Contact Details | training@e-consultancy.com, 0207 681 4122 |
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