Coffee Talk: Retail, Mobile, and the Quest for an Omnichannel Experience

I’m always surprised when I find a major brand doesn’t have an app, or when a smaller brand has a kick-ass mobile site. I, like most consumers, gravitate to the more seamless omnichannel experience – especially when it comes to mobile and in-store. To dig deeper into the “why” and the implications of brands who still haven’t invested in omnichannel, I sat down with our CEO, Michael Caccavale for a little coffee talk.   

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Climbing Toward Attribution

I left my last conversation with CEO Michael Caccavale wondering about my future fantasy football team and mulling over some great insight into the current state of consumer behavior. It’s clear we are convenience-driven and we want what we want when we want it. But brands are still falling short of meeting those needs, despite recognizing their importance. So how do we get there? I’ll start by feeding the boss more coffee and asking questions.

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Coffee Talk: Zen and the Art of Attribution

“Attribution—the practice of assigning credit to any advertising- or marketing-driven interaction or other brand-imposed touchpoint—is essential for marketers looking to plan and optimize media channels in this increasingly fragmented, digitally driven world.” – Lauren Fisher

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Exploiting Interactive Marketing: Part 3

Challenges to overcome in moving to an interactive marketing model

There are several key movements in the marketing technology are that are driving solutions today. One is the proliferation of web-based marketing tools. Many vendors have developed or are developing tools in the personalization, ad management, web measurement, e-marketing, and campaign management areas. These tools have significant overlap, often solve a tactical short-term problem, and don’t provide support for the entire marketing process – thereby falling short of improving the bottom line. This generates significant confusion in the industry and leads organizations down a solution path that might lock out future business alternatives.

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Exploiting Interactive Marketing: Part 2

Overview

This three-part series explores various attempts to exploit interactive marketing techniques, defines interactive marketing, and investigates how this new marketing technique recognizes the customer’s role in the customer-company relationship. Part 1 can be found here.

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Exploiting Interactive Marketing: Part 1

Overview

This three-part series explores various attempts to exploit interactive marketing techniques, defines interactive marketing, and investigates how this new marketing technique recognizes the customer’s role in the customer-company relationship. The article explores the risks and challenges in shifting the organization, process, and technologies to support interactive marketing, yet outlines several strategies for achieving this transformation and the resulting benefits.

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The Customer Isn’t Asking For Your Permission

In the space where retail meets online, competition is intense – and especially difficult to navigate when you’re playing in both games. I recently read an awesome interview from eMarketer with Theory House’s Jim Cusson and wanted to kick the same questions to our CEO, Mike Caccavale. His insights are worth a read.

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Do you need an agency?

When I meet with a client, one of the first questions I ask is, “Is your current focus on online data, offline data, or both?” Understanding how a company looks at online data (or offline data) is helpful in determining not only their core competencies but where the opportunity is to help them fill any “gaps” to ensure that the organization is able to meet its goals. 

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If proof scares away the seller, then what are they selling?

Don’t come to me with vanity metrics. I won’t listen to you. Whether you’re on my team and giving me a program update or a vendor trying to sell me something, I won’t be impressed by inflated metrics or data that doesn’t tell a story. And most CEO’s won’t settle for it, either.

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Alexa is confused, give her a break.

Amazon’s Echo and its competitors were at the top of shopping lists this holiday season. And now, social media is buzzing with videos of mishaps and rants from frustrated parents whose kids are ordering expensive toys by voice demand. But if you get past the giant teddy bears in your living room, Echo and other IoT devices carry an important reminder for marketers: know your customer.

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About this blog

At Pluris, we believe that we all can do a better, more efficient job at marketing to our most important customers. On this blog, we'll discuss how strategy, database management, offer optimization and analytics can help us all be better marketers. Sometimes, we may just talk about sports.

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