Multichannel Marketing

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 organizationa?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 channelsArikan, Akin is the author of 'Multichannel Marketing', published 2008 under ISBN 9780470239599 and ISBN 047023959X.