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Multichannel Marketing: Your 5-Year Plan

Multichannel Marketing: Your 5-Year Plan
Today's media fragmentation and subsequent consumer empowerment have made both online and offline marketing increasingly difficult to execute effectively. Leading analysts estimate that 85 percent of consumers and businesses research products and services online but purchase offline. While customers embrace the new channels that have been developed over the last few years, marketers are still struggling with how to use these innovative initiatives effectively to build stronger customer relationships while maximizing ROI.The question now becomes: Are you harnessing the power of next-generation, cross-channel marketing for today's multichannel buyers?Whereas online marketers once flourished amid the plethora of data about customer behavior and preferences, they are now hitting a wall of dwindling online thinking that threatens progression. Offline channels, however, have become increasingly measurable and applicable, to the point where targeting communications online may depend on understanding the relevant offline counterpart.
In this Aquent-sponsored AMA webcast, Akin Arikan, Web analytics evangelist and author of 'Multichannel Marketing: Metrics and Methods for On and Offline Success,' will guide you through how best to leverage cross-channel behavior analysis and overcome the online/offline chasm so you can improve customer-centric marketing and avoid common cross-channel marketing pitfalls.Akin works as product strategist at Unica, a provider of Enterprise Marketing Management software, where he is responsible for ensuring customer satisfaction with Unica's Web analytics and interactive marketing solutions.In addition to authoring 'Multichannel Marketing,' Akin is a proficient blogger (see http://multichannelmetrics.com) and a speaker at events such as Search Engine Strategies, SMX, eMetrics, Web 2.0 Expo, and NCDM.


  • Akin Arikan

    Web Analytics Evangelist, Author,Multichannel Marketing: Metrics and Methods for On and Offline Success

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