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Multichannel
Marketing comes of age
There's
little doubt among marketers today, that in order to be
heard by today's "always-on", over-messaged, and
in-control buyers, one must develop a customer-centric model.
Akin Arikan's book "Multichannel Marketing: Metrics
and Methods for On and Offline Success" addresses
the opportunities, as well as the challenges ahead. And
we've arranged for our readers to have a special
preview of Chapter One.
Arikan
believes that online and offline marketers need to work
together. The online marketers possess a wealth of data,
while the offline marketers, by virtue of having been at
it longer, have more refined methods, analytics, and targeting.
"If the two can work together," he says, "then
we'll come a long way towards providing more relevant marketing
and reducing spam."
Go
ahead, drink the direct marketing Kool-Aid
But accurately integrating data from multiple
channels presents a challenge. As media converges and consumers
demand more control, advertising needs to provide more personalized
and relevant messaging. The good news? Technology promises
to keep rolling out helpful tools.
Arikan
says of TruEffect's
DirectServe™ technology, "Unlike other ad
serving solutions, DirectServe can measure an advertisers'
interactive marketing channels using their own business
metrics, rather than the standard impression, click and
conversion data that's been used in the past. This technology
will help advertisers solve the hurdle of integrating interactive
marketing across channels, and help them better assess media
performance based on such direct marketing dimensions such
as lifetime value, shopping cart contents, and product preferences."
While
its true that technology provides valuable tools, it takes
resources of the human variety to implement these tools.
So for online advertisers to succeed, it's important to
cultivate an understanding of the methods and analytics
used in direct response advertising.
Akin
Arikan is a segment manager for Internet marketing at Unica
Corporation, responsible for ensuring customer satisfaction
with Unica's web analytics and Internet marketing solutions.
He's worked with web analytics practitioners over the last
seven years, and shares his learning and best practices
at many conferences. Check out his blog,
and his book is available for purchase online at Amazon.
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