Udayan Bose

Joe Keenan is the executive editor of Total Retail.

Marketing today happens through a lot of different devices and channels, most of which marketers understand pretty well. But as the channels multiply and merge quicker and quicker, understanding the integrated marketing environment is less about putting the channels together than seeing them as one omnichannel whole. To succeed in that omnichannel, total marketing environment, there are three things all marketers must understand.

With the all-important fourth quarter holiday shopping season quickly approaching, a panel of retail experts doled out some pointers last week to help cross-channel merchants capitalize on the busy months ahead.

Time and money—two things we all would like more of. They also are two key ingredients lacking from most pay-per-click (PPC) SEM programs, according to a recent study conducted by consultancies the e-tailing group and NetElixir. The 1st Annual E-tailer PPC Stress Study found that when asked about the one thing their organization could do to improve PPC management, respondents were vocal about their desire for “more robust management,” citing such needs as “more people and more time to manage campaigns,” “more resources in place to manage in more depth,” “more time … for strategy and development of campaigns,” and the ability to “dedicate

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