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