The pioneering book for On- and Offline Integrated Marketing
Multichannel Marketing:
Metrics and Methods for On and Offline Success.
Foreword by
Don Peppers and Martha Rogers, PhD
Published by Wiley, Sybex
About the Book
The Offline cannot exist without the Online anymore
Published in April 2008, this book’s aim is to provide a missing key for unlocking the most anticipated marketing strategies of our days. Namely: Integrated Marketing Metrics and Methods for On and Offline Success.
Why? Because customer-centricity has become more challenging than ever!
The rise of “customer-centric marketing” (where the customer, not the product or marketing campaign, is the focus) places a premium on marketers having a deep understanding of their customers. Yet, just as companies were beginning to figure out how to turn “customer-centricity” into reality, the goal posts for achieving it have been moved further away.
For crying out loud! As if it had been easy earlier! What is to blame for the new hurdle?
It is the multichannel revolution, i.e. the constant birth of new avenues for interacting with companies and their marketing messages, especially online. While many marketers are still stunned with the plethora of new channels that have sprung up in recent years, customers have long since integrated them into their relationships. Therefore, customer-centricity now asks of marketers the ability to understand customer relationships that span online and offline channels.
The book on how to use frustration scoring and error analysis
A guide on how to get the most value from Digital Experience Monitoring tools. Enable everyone in the team to align around the issues that block customers from completing their goals. See how frustration scoring, error analysis, and speed analysis will help you. Learn how your team can prioritize what to fix by quantifying the impact of behaviors and issues on revenue.
Multichannel metrics are the missing key for overcoming the Online-Offline chasm
Without overcoming the chasm between multiple channels, marketers cannot understand true ROI of their marketing initiatives, will miss opportunities for improving their results, and will certainly fail to achieve customer-centricity. This book aims to provide the key for overcoming the chasm, namely practical methods for integrating marketing metrics and actions across online and offline channels.
Publishers
- Wiley / Sybex
- Published in 2008