Multichannel Marketing: Metrics and Methods for On and Offline Success (Anglais) Broché – 24 avril 2008
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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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Arikan's book looks at the key question of how we communicate with customers across channels and support them as they move through the purchase funnel (or as Digitas would have it, the purchase hourglass, as one wants to manage relationships long past time of purchase). As he says, the customer is multichannel, you better be too.
The book first takes us through the tools, methods and metrics that have been developed in brand, direct and on-line marketing. These chapters alone are more than worth the price of the book. I was familiar with the on-line and brand material, use most of it, but I confess that I was not as familiar as I should have been with the techniques of direct marketing. Reading this book I now understand their power and relevance and am eager to find ways to apply them. One of the delightful features of this book are the "Jargon Alerts" that help one map vocabularies across disciplines (more books should do this).
After providing a grounding in the different techniques, Arikan helps us apply them in an integrated fashion so that we can (i) measure lift between on-line and off-line, (ii) understand one-to-one interactions between on-line and off-line (for a specific consumer) and (iii) understand multi-touch conversaions.
The book concludes with thee excellent chapters on Attract & Acquire, Engage & Convert and finally Grow Liftime Value.
The significance of this book goes well beyond marketing. Anyone interested in how the virtual and physical worlds are blending will benefit from reading it.
As a Web Analyst and an online marketer I look forward to adding the methods presented in the book to my repertoire. The jargon alerts alone are worth the read.
The book is very well written and should be required reading for marketers and analysts on the web. The interaction between online and offline is becoming more and more important, and companies must understand how to integrate all their marketing efforts.
I warmly recommend reading this book.