One word in this DMNews article caught my attention: "Integration".
The search folks have a very different mindset than traditional catalogers have. Second Life isn't necessarily the future of the internet. Something like Second Life is the future. That future is an obvious threat to today's version of the search industry.
Before the future even becomes relevant, the search folks call for "Integration". Catalogers are still arguing over whether printed, perfect-bound or saddle-stitched creative pieces drove an online sale, and are arguing over who gets credit for the sale.
The search folks see the future, and quickly call for "Integration". Online, Offline, Second Life, it doesn't matter.
"Integration" is so much more useful than "Multichannel". Catalogers and Retailers demanded credibility in the face of online competition, crafting the "Multichannel" moniker. "Integration" demands credibility, demands inclusion. You wouldn't integrate something unless it was useful and important. It requires all parts to fulfill the whole.
Nice job, search marketers!
Helping CEOs Understand How Customers Interact With Advertising, Products, Brands, and Channels
April 11, 2007
Multichannel Verses Integration
Subscribe to: Post Comments (Atom)
Many of you have forwarded articles to me outlining how your local mall is considering taking empty space and turning it into pickleball cou...
It is time to find a few smart individuals in the world of e-mail analytics and data mining! And honestly, what follows is a dataset that y...
Sometimes you think "people already know this stuff". Sometimes you realize that Google Analytics give smart analysts almost no op...
If you want to understand why clients don't trust vendors and trade journalists, read this little peach from a week ago: Direct Mail is ...
Post a Comment
Note: Only a member of this blog may post a comment.