Multichannel Marketing: Metrics and Methods for On and by Akin Arikan

By Akin Arikan

Publish yr note: First released April twenty fourth 2008 through John Wiley & Sons

No longer can the offline stay cut loose the net. built-in, customer-centric, cross-channel advertising and marketing campaigns convince clients to behave, supply better ROI, and finally enhance your organization's final analysis. This must-have consultant synthesizes the profitable equipment and metrics that on-line, direct, and model retailers have hired for years that you should increase, enforce, and degree winning cross-channel campaigns. Multichannel advertising and marketing specialist Akin Arikan takes you from purchaser acquisition to consumer courting administration with strategic recommendation, powerful case reviews, and confirmed metrics.

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Note: If enterprises have any hope of achieving customer centricity, key requirements are a multichannel mind-set and the measurement of customer behavior across channels (whether at the group or One-to-One level). 0 has opened up new opportunities for marketers to be heard by over-messaged, out-of-time buyers. The opportunity is not to spam buyers with marketing messages now delivered through RSS in addition to e-mail. Rather, the opportunity is to amplify the voice of customers who are raving fans and are happy to be vocal about it on their social networks.

What would be the optimal mix between online and offline channels? In addition to website, e-mail, search, etc. how about some of the more novel online opportunities for marketing such as viral marketing, RSS, podcasts, video inserts, etc.? Well, how could we answer that question without first measuring our return on investment from each channel? Measurement and evaluation is a key strategy recommended by IMC. Yet, we already know the poor state of adoption of multichannel metrics today. So, we can derive that very few companies must have made an informed decision for allocating their marketing spending between online and offline.

However, our willingness to spend our precious time on a telemarketer’s inquiry has been greatly diminished for many reasons. Every day we see more advertising messages than we can possibly act on. S. The Internet has given us confidence that we can find almost anything we want, whenever we want. We also know we can find independent reviews and peer recommendations whose advice we have come to trust more than a vendor’s pitch. Finally, for most of us, our past experiences with telemarketing do not instill us with hope that we’ll be surprised with a particularly relevant offer.

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