Multichannel Marketing

Multichannel Marketing

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by Akin Arikan
     
 

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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

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Overview

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

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Product Details

ISBN-13:
9780470239599
Publisher:
Wiley
Publication date:
04/28/2008
Pages:
312
Product dimensions:
7.30(w) x 9.10(h) x 0.80(d)

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