September 12, 2008

ESPN: Multichannel Becomes Overwhelming?

From ESPN's own ombudsman, via Pro Football Talk:

"... a degree of multiplatform corporate synergy that often feels so relentless and all-encompassing that ESPN's heaviest viewers go berserk from time to time."

This is a danger of being "multichannel". The punditocracy keeps telling us we need to have common platforms across all channels, using e-mail to promote catalogs, using catalogs to promote store events, having online landing pages align with catalog mailings, having PPC campaigns integrate with store events, using blogs to promote new product launches that also appear in print campaigns.

It never ends. And it can be too much for our best customers. If fragmentation forces us to have three hundred micro-channels, there's nothing wrong with being different and unique across micro-channels.

Page Counts When Bifurcation Hurts All Other Customers

Yesterday we talked about the fact that best catalog customers (a minority of your file) deserve MANY catalogs that are merchandised with...