New research by Marketing Orchestration Platform provider Kitewheel (formerly Provenir) has found a major disconnect between customer and marketer attitudes and capabilities. For me the following statistics highlight a problem that Marketing Orchestration Platforms are in a unique position to solve. Read more ›
Email is a powerhouse channel. It is direct, conversational, mobile friendly, personalised, low cost and completely scalable. Despite its great potential I am regularly seeing underinvestment in a channel that can deliver huge returns.
Several months ago I launched a paper with CACI titled the 7 Habits of Companies that Deliver Highly Integrated Experiences. A mouthful I know but the research was good. I used research from Econsultancy to find the winning attributes of firms that were delivering a highly integrated customer experience. Take this short quiz to find out if your company has the right characteristics to deliver a winning integrated customer experience:
There are 129 marketing channels available to today’s marketers. They range from traditional mass-media channels through to direct, personalisable digital channels. I’ve scored each channel based on it’s utility and relative cost to provide this short list of the top ten channels that marketers need to consider. Read more ›
35 different attributes have been recorded against each channel to provide you with an easy means to find the right channel for your needs. These attributes are:
Group, the primary group that the channel belongs to
Definition, link to Wikipedia or another source that defines the channel
Direct Response, whether the channel can be used for direct marketing
Personalisable, whether the channel can be personalised to individual customers or not
Inbound, is the channel an inbound marketing channel
Above the Line, can the channel be described as serving mass media
Scales, does the channel easily scale from 1,000s to 100,000s
Brand Awareness, whether the channel can be used for brand awareness activities
Brand Reinforcement, whether the channel can be used to reinforce brand messages
Brand Score, of the two brand attributes – how highly does the channel score (out of two)
Customer Acquisition, whether the channel supports customer acquisition
Customer Conversion, whether the channel supports conversion events
Customer Engagement, whether the channel can be used to engage with and improve engagement with customers
Customer Retention, whether the channel can be used to retain customers
Customer Score, score out of four based on the number of customer activities the channel supports
Function Marketing, can the channel be used for marketing activities
Function Service, can the channel be used to support customers
Function Transactional, can the channel be used for conducting transactions
Function Delivery, can goods (digital or physical) be delivered through the channel
Function Score, score out of four based on the number of practical functions the channel can provide
Channel Digital, can the channel be delivered digitally
Channel Email, is the channel reliant on email
Channel Outdoors, is the channel typically placed outdoors or can it be
Channel Person, does the channel require a human (i.e. it is not automated)
Channel Physical, is the channel tangible
Channel PR, does the channel rely upon public relations
Channel Print, can this channel be printed onto physical materials
Channel Phone/Mobile, are (mobile) phones required for the channel
Channel Social, does the channel connect with social networks
Channel Store, is the channel delivered through physical retail outlets
Channel TV/Radio, for channels that are delivered via TV or radio
Channel Score, total score for all of the channels
Cost, relative cost marked out of 5
Total Score, total score across channel, functionality, customer and branding
Sealey Channel Index, unique score based on the channels flexibility, value and personalisation to the customer
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Number of Channels: 5
Average SCI Score: 5/10
Average Channel Versatility: 40%
Telephone based channels allow your business to call prospects or customers directly and engage them in conversation. Similarly telephone based channels provide your customer with a direct means of dealing with your organisation.
Number of Channels: 10
Average SCI Score: 7/10
Average Channel Versatility: 1.5/4
Social networking connects people with groups of other people. This can also occur at brand level.
Typically social media channels connect real individuals with the things that they are passionate about. The network may be based on real world friendship, hobbies or professional interests. Similarly social networks is increasingly used by celebrities to engage with their fans.
Used well social networking can allow brands to create a viral impact where the initial content is shared by your network and then subsequently by the network of your network.