If you are an advertising professional at an omnichannel business, this Accelerate interview with Google’s Head of Retail UKI, Harmony Murphy, is essential viewing.
Harmony talks through a wide range of subjects, from using advertising to drive instore footfall and sales and the shift towards using first-party data, to best practice omnichannel experiences with multichannel operations and performance marketing.
But it’s more than just about simply advertising, Harmony says it’s about having campaigns that really inspire people and draw them in and highlights that apps and loyalty programmes are seeing a resurgence.
Harmony also talks to the importance of cross department collaboration to ensure omnichannel business goals are understood and listening and understanding customer experiences across channels.
