Across Health recommends: Multichannel Marketing (Akin Arikan)

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Even today, when the Internet has thrived and changed our lives, most direct, brand and online marketers work in mostly isolated silos.

However, there is very little friction for customers between the online and offline worlds. They fluidly move between them. They don’t care about “on-line”, “above-the-line” or “below-the-line” campaigns. They live in a world of non-line marketing, a new world that messes with a marketer’s comfort level (in Across Health parlando: “fusion marketing”).

Without overcoming the chasm between multiple channels, marketers can’t understand the true ROI of their marketing initiatives, will miss opportunities for improving their results, and will certainly fail to achieve customer centricity. Multichannel metrics are one of the missing keys for overcoming this chasm.

The book “Multichannel Marketing” succeeds in providing practical methods for integrating metrics and actions across online and offline channels. The author delves deep into measurement techniques and insights that can be used to assess the impact of one channel on another and ultimately on the organization.

Visualize a multichannel analytics dashboard with charts, gauges, and funnels. We see the complete status of marketing initiatives. We see what customers desire of us next and where there is opportunity for greater efficiency. Meanwhile, leads and service alerts are distributed through the system to the right people at the right time for prompt action. How great would that be? Is this an unattainable dream? Can be, but reading this book will get you a step closer.

“Multichannel Marketing” is certainly not about the “what”, “when” or “why” of multichannel marketing metrics. This is a down-to-earth book chock-full of insights on how to move from theory to practice. Even seasoned CMOs will find actionable pearls of wisdom in this book. I warmly recommend reading this book from cover to cover.
 

Written by Vladimir Rogiers