Multichannel Marketing [EPUB]

Multichannel Marketing [EPUB]
Multichannel Marketing: Metrics and Methods for On and Offline Success by Akin Arikan
2008 | EPUB + PDF | 2.76/4.09MB

Bridge the Online-Offline Chasm and Achieve Measurable Success

No longer can the offline remain separate from the online. Integrated, customer-centric, cross-channel marketing campaigns persuade customers to act, provide greater ROI, and ultimately improve your organization's bottom line.

This must-have guide synthesizes the successful methods and metrics that online, direct, and brand marketers have employed for years so that you can develop, implement, and measure successful cross-channel campaigns. Multichannel marketing expert Akin Arikan takes you from customer acquisition to customer relationship management with strategic advice, effective case studies, and proven metrics. Learn how to:

  • Develop better marketing programs and get the data to prove it
  • Tap into the secrets of online, direct, and brand marketers
  • Apply proven techniques to build loyalty and grow lifetime value
  • Create actionable customer profiles to determine the best sales opportunities
  • Optimize online-offline advertising programs to get the best ROI
  • Measure online and offline lift in your marketing programs
  • Select the right metrics for your specific needs—from online to direct to brand marketing, and more
  • Collect measurements and report on customer behavior across channels