By Akin Arikan
ISBN-10: 0470378875
ISBN-13: 9780470378878
Publish yr note: First released April twenty fourth 2008 via John Wiley & Sons
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No longer can the offline stay break away the net. built-in, customer-centric, cross-channel advertising campaigns convince shoppers to behave, offer better ROI, and finally increase your organization's final analysis. This must-have advisor synthesizes the profitable tools and metrics that on-line, direct, and model agents have hired for years that you should improve, enforce, and degree winning cross-channel campaigns. Multichannel advertising professional Akin Arikan takes you from client acquisition to client dating administration with strategic suggestion, potent case experiences, and confirmed metrics.
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Additional info for Multichannel Marketing: Metrics and Methods for On and Offline Success
Example text
Multichannel customers simply have more frequent interactions with the vendor making them more likely to be exposed to such offers. There is also a psychological effect of reinforcement when a brand, message, or offer that is seen on one channel is repeated on other channels. Given this relative uncertainty, the best point of view for marketers to adopt is that of a call to action. However, this depends on the vendor’s ability to leverage the multichannel experience not just for delivering consistent service and more convenience, but also for intelligent cross- and up-sell offers that reinforce each other.
However, this depends on the vendor’s ability to leverage the multichannel experience not just for delivering consistent service and more convenience, but also for intelligent cross- and up-sell offers that reinforce each other. qxd 3/15/08 11:28 PM Page 13 Moreover, multichannel customers also have less-favorable characteristics. ” Namely, Gartner found multichannel customers to defect more easily when they can get a better price for the same product elsewhere. This makes intuitive sense because price sensitivity is among the biggest reasons why customers research their buying decision on multiple channels in the first place.
But for the rest, what a nuisance! Yet, we can assume that the person allocating the marketing budget did their Return On Investment (ROI) analysis and concluded that they would get their money’s worth of orders. However, had they used a balanced-scorecard approach for evaluating their campaign ROI instead of just looking at the monetary results, surely they would have noticed that they would be in the red in terms of being cursed out many times by annoyed prospects! 5 ■ J U S T W H AT K I N D O F T R O U B L E A R E M A R K E T E R S I N ?
Multichannel Marketing: Metrics and Methods for On and Offline Success by Akin Arikan
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