To attain and sustain success in today's dynamic business environment, it's no longer enough to be good at just one type of marketing. While you may already be making money using just one marketing channel, expanding into additional channelsespecially the Internetwill help you attract prospective customers and increase your company's potential revenue. The fact is, if you're only using one channel, you're likely leaving millions of dollars on the table and in danger of losing the customers you already have.
Authors Michael Masterson and MaryEllen Tribby understand the importance of multi-channel marketing. Through their combined fifty-nine years of firsthand business experiencesworking with companies such as Agora Inc. and their Early to Rise e-newsletter, as well as other distinct productsthey know what it takes to increase business success. And now, with Changing the Channel, they share their invaluable insights with you.
Written in a straightforward and accessible style, Changing the Channel offers you a detailed look at twelve of today's most important marketing channelsexplaining how each one works and addressing the challenges you might face should you choose to use them. Page by page, you'll become familiar with a variety of approaches, including direct online marketing, social media, public relations, radio and television advertising, direct space ads, event marketing, telesales, telemarketing, joint ventures, affiliate marketing, and direct mail.
Once you gain a firm understanding of what these channels are all about, you'll discover how to create successful marketing campaigns with them and learn how to analyze test results to optimize their effectiveness. Along the way, Masterson and Tribby offer you some smart ways to track customer buying habits with a database that covers all marketing channels, and help you avoid the temptation of trying to sell your customers every time you contact thema mistake that could hurt you in the long run.
If you're ready to grow your company, your customer base, and your profits, adopting a multi-channel approach to marketing today will guarantee success tomorrow. And with this book as your guide, you'll quickly discover how marketing your ideas, services, or products across multiple channels can help develop and deepen customer relationships as well as improve your bottom line.