Blog Archives

Channel Strategy: Mobile first but not mobile only

“These findings suggest that managers should avoid overextending into mobile channels and instead seek to maintain a balance across different online channels” is the conclusion of new research reported by Marketing Science Institute. Read more ›

Posted in All Channels

Implications of new speech based technology

There have been some recent and new developments in the field of voice as the medium that we can use to connect with technology. Whilst speech recognition has been around for a long-time now (Bell Labs first experiments were conducted in the 1950s), its now improved and beginning to find its way into popular consumer devices.

For brands, the implications are huge.

Firstly there is the need to integrate with popular voice products (Siri, Cortana, Alexa) so that a pizza can be ordered, an Uber booked, or a text message sent all by voice.

Secondly brands may need to develop smart consumer devices or channels that can respond to voice commands. No longer will I need to answer questions very carefully on automated call centre systems, I’ll just be able to say exactly what I need. A context aware system can then go and deal with that action whether it’s booking cinema tickets to compiling presentations.

When we consider that 40% of brands are still struggling to personalise in digital channels, there’s a long way to go before brands are going to be personalising in the speech channel. AI and Machine Learning will have a big part to play in making this happen.

Peter Diamandis said the following about the future applications of this technology:

“Artificial intelligence research will make strides in the next decade. If you think Siri is useful now, the next decade’s generation of Siri will be much more like JARVIS from Iron Man, with expanded capabilities to understand and answer. Companies like IBM Watson, DeepMind and Vicarious continue to hunker down and develop next-generation AI systems. In a decade, it will be normal for you to give your AI access to listen to all of your conversations, read your emails and scan your biometric data because the upside and convenience will be so immense.”

Here are a couple of videos that demonstrate what’s happening in this space.

Amazon Echo Dot

Cortana for Excel

I’d be interested in hearing about any other cool applications of speech technology. Please share anything else in the comments below or get in contact directly.

Posted in All Channels

Implications of “Mobile Only” as a Business Strategy

Due to client commitments I wasn’t able to attend Econsultancy’s Future of Digital Marketing event. Reading up on the event afterwards, one of the quotes that struck me came from Ashley Friedlein:

Not mobile first, mobile only!Ashley Friedlein
Read more ›

Posted in All Channels, Business, Multichannel, Strategy

How to select the right channels for your business or marketing campaign

When selecting the channels you want to use in a business or marketing campaign, you need to make a decision based on the channel’s functionality, availability, ease of use, and connection to your business objective. Read more ›

Posted in All Channels, Business, Marketing

137 Channels for Marketing, Sales and Service: Six New Updates

I’ve added several new channels to the All Channel Excel spreadsheet including vending machines, dash buttons, drones, media/analyst briefings, investor relations, APIs and desktop/mobile wallpapers. Read more ›

Posted in All Channels

What Best Next Omnichannel Communication means and why you should care?

Wouldn’t it be better to target a customer on the device or channel that they’re currently using? Best Next Omnichannel Communication is the ability for marketers to accurately deliver a message to a specific customer in the channel they are currently using. It requires an ability to determine which channel the customer will be using and then to be able to deliver a message in that channel. Read more ›

Posted in All Channels

Three Marketing Channel Resolutions

Happy New Year! I hope you enjoyed the Christmas and New Year holidays. For the first time since I started working, I took the whole two weeks off and barely opened my laptop. It was awesome! Back to the grind with three resolutions marketers should make for their channels in 2015. Read more ›

Posted in All Channels

The expectations of experience: Getting cross channel experiences right

Mobile friendly, real-time, personalised, easy to use and consistent cross channel experiences are now the expectation of your customer. Find out why in this post. Read more ›

Posted in All Channels

Getting social channel strategy right

If your business stopped all investment in social media what difference would it make? Would sales slip? Would website traffic be noticeably lower? Would your market share erode? Would customer complaints spike? Read more ›

Posted in All Channels, Multichannel

Mapping the Customer Journey across All Channels

There are over 100 individual channels that your customer will be using to engage with your business. By mapping these channels to different stages in the customer journey you can better understand where investment is needed in your business’ customer experience. Read more ›

Posted in All Channels
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